Freelander plans market expansion into Middle East and Africa
Automotive brand Freelander, a joint venture between JLR and Chery, targets 11 Middle Eastern countries for 2027 entry and identifies Morocco as its initial African market.
Freelander, the vehicle brand co-developed by JLR and Chery, has announced plans to expand its operational footprint into the Middle East and Africa. The company intends to establish a presence across 11 Middle Eastern markets, including Saudi Arabia, Egypt, and the UAE, with full market entry slated for the first half of 2027.
To facilitate this growth, the company has partnered with established distributors such as Al Tayer Motors and Premier Motors. The brand’s Freelander 8 model is scheduled to arrive in the United Arab Emirates in the first quarter of 2027. CEO Lucia Mao stated that the strategy prioritizes the development of localized service networks and strong partnerships to support long-term operations.
In Africa, Morocco will serve as the initial entry point, with Tunisia also identified as an early target. The company expects to initiate operations in the region by mid-2027. Further details regarding pricing, vehicle configurations, and distribution agreements are expected to be disclosed through official channels in the coming months.