Chery and JLR’s joint venture has taken a major strategy shift. Both carmakers have agreed on introducing their Freelander SUV brand in the Middle East first, marking the global debut in 2026. Read below the complete details about the Freelander brand and its first product launch.

Meanwhile, you can find the best used Chery cars and used Land Rover cars at Cars24 UAE.

Also read: Nissan Kicks Chinese rival OMODA C5 gets hybrid engine, UAE launch soon?

Chery-JLR Freelander coming soon in the Middle East

Chery and JLR formed a joint venture back in 2014. The target was to establish a manufacturing facility in China, increase JLR’s production capacity, and launch a new brand, which is now named Freelander. 

Initially, the Freelander brand was supposed to be introduced in China. However, both carmakers have agreed on a major strategy shift. The Freelander brand will now make its global debut via the Middle Eastern car market. In fact, the first Freelander model will be launched in 2026 itself.

This strategy shift seems to have taken place after both carmakers realised the throat-cutting competition among the SUV makers in China. Moreover, the Middle Eastern car market is already in love with SUVs and Chinese cars, and it also serves as a bigger global stage to establish a new luxury SUV brand.

The exact launch timeline of the first product is yet to be revealed, but the Chery-JLR Freelander SUV will be introduced globally at the Beijing Motor Show in April 2026. It will be manufactured at the Chery-JLR plant in Changshu, China. As per the experts, this is a “do or die” situation for the joint venture.

In fact, the Freelander will exist as a ‘value creation’ brand, and it will not be associated with the other JLR brands like Range Rover, etc. To make sure that everything goes right, the Chery-JLR facility in China will cease the production of the current models, which include the Range Rover Evoque, Land Rover Discovery Sport, and Jaguar models.

What to expect from the first Freelander SUV?

As per the online leaked details, the first Chery-JLR Freelander product is a big SUV. It measures 5.1 metres, and it will offer a boxy design, something similar to the Land Rover Defender and Range Rover Sport. However, it will get its own individual design traits.

The test mule of this SUV has already been spotted in China, and it is likely to be offered in a 6-seater layout with all captain seats. The focus of this SUV will be luxury and technology.

Powering the Freelander SUV will be two powertrain options: BEV and EREV. While not much is known about these, online rumours suggest that it will be based on an 800V architecture, which is essentially Chery’s EX03 modular platform. This platform was internally reserved for the Chery Exeed’s E0V SUV, but later it was donated to the Chery-JLR Freelander.

When will it launch in the UAE?

The exact timeline, nameplate, and price details of the first Chery-JLR Freelander car are unknown as of now. It will mark its first world debut in April 2026. Therefore, we can assume that it will be launched in the second half of this year in the Middle East.

Cars24 UAE says

Chery has been consistently expanding its presence worldwide, especially in the Middle East. The upcoming Freelander brand by Chery-JLR is expected to turn the tables in the premium full-size luxury SUV segment. More details about the Freelander brand are likely to be revealed in the coming months.

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