FREELANDER gears up for Abu Dhabi launch and UAE debut of the FREELANDER 8.
FREELANDER, a British premium all-terrain automotive brand, has appointed Al Tayer Motors and Premier Motors as its exclusive authorised distributors in the UAE as it begins its international expansion.
Lucia Mao, CEO of FREELANDER International, joined Matar Humaid Al Tayer, Vice-Chairman of Al Tayer Group; Saeed Humaid Al Tayer, Managing Director; and Ashok Khanna, CEO, representing Al Tayer Motors and Premier Motors, to formalise the partnerships.
The UAE will become FREELANDER’s first international market and serve as a key entry point for its expansion into the Middle East. Preparations are under way for the brand’s global launch in Abu Dhabi, alongside the introduction of its first strategic model, the FREELANDER 8.
Under the distribution agreements, Al Tayer Motors will represent FREELANDER across Dubai and the northern emirates, while Premier Motors will handle the brand in Abu Dhabi. Both companies bring more than four decades of experience representing automotive brands in the UAE, supported by established sales, service and parts operations.
Saeed Humaid Al Tayer said FREELANDER would be a new addition to the group’s automotive portfolio, adding that its experience in the UAE’s premium vehicle market would support the brand’s local expansion and the introduction of new mobility options to customers.
Together, Al Tayer Motors and Premier Motors operate 32 sales and service facilities across the UAE, covering vehicle logistics, parts supply, warranties, aftersales support and customer service. Three flagship showrooms have also been secured in Dubai and Abu Dhabi as part of FREELANDER’s launch plans.
Lucia Mao described the distributor appointments as an important step in FREELANDER’s Middle East strategy, saying the partnerships would support the international rollout of the FREELANDER 8.
Positioned as the brand’s first strategic model, the FREELANDER 8 is centred on three product pillars: British craftsmanship, smart confidence and all-terrain freedom. The vehicle combines premium design, intelligent technology and all-terrain capability.
With its UAE distribution network now taking shape, FREELANDER is preparing for its upcoming global brand launch in Abu Dhabi and the next phase of its international expansion.
