Automotive brand FREELANDER announces expansion into Middle East and Africa
Joint venture FREELANDER targets 11 Middle Eastern markets by mid-2027, with Morocco serving as the company's entry point into the African continent.
Automotive brand FREELANDER is scaling its international operations, targeting a broad rollout across 11 countries in the Middle East during the first half of 2027. The brand, a joint venture between JLR and Chery, plans to introduce the FREELANDER 8 model to the United Arab Emirates as early as the first quarter of 2027.
To support this growth, the company has secured regional partnerships, including agreements with Al Tayer Motors and Premier Motors. According to CEO Lucia Mao, the focus is currently shifting from brand introduction to the establishment of robust sales and after-sales service networks, which the company deems essential for securing customer trust.
Following the Middle East launch, the company intends to enter the African market, naming Morocco and Tunisia as its initial target territories. Operations in these regions are scheduled to commence by mid-2027, with specific market strategies currently in development.