Freelander schedules expansion into Middle East and Africa
Automotive brand Freelander plans to enter 11 Middle Eastern markets in early 2027, with African operations starting in Morocco later that year.
Freelander, the automotive brand developed via a partnership between JLR and Chery, is moving forward with a broad expansion into the Middle East and Africa. The company intends to establish operations across 11 countries in the Middle East—including Saudi Arabia, Egypt, and the UAE—during the first half of 2027.
Africa has been identified as a key growth region, with Morocco serving as the company’s point of entry. Plans are underway to expand into Tunisia shortly thereafter, with market operations scheduled for the middle of 2027. The company is currently formalizing local sales and after-sales service agreements to support these launches.
Lucia Mao, CEO of Freelander International, emphasized that successful market entry relies on reliable local partnerships and technical support. In the UAE, the company has appointed Al Tayer Motors and Premier Motors as official dealerships, with the Freelander 8 model expected to go on sale in the first quarter of 2027.
Established as a joint venture, Freelander combines JLR’s design capabilities with Chery’s technological infrastructure and supply chain management. Specific pricing and product specifications for the new markets remain pending official announcements.