What are the details behind FREELANDER’s expansion plans in the UAE?
As it looks to expand beyond its domestic market, FREELANDER has chosen the UAE as its first international market, appointing Al Tayer Motors as the distributor of its brand in Dubai and the Northern Emirates, while Premier Motors will distribute in Abu Dhabi.
These announcements were made on September 16, 2026, with representatives from FREELANDER International, Al Tayer Group, Al Tayer Motors, and Premier Motors in attendance.
How will the distribution network work?
Al Tayer Motors will distribute the FREELANDER brand throughout Dubai and the Northern Emirates. Premier Motors will distribute the brand within Abu Dhabi.
Together, the two companies have more than four decades of experience distributing automotive brands in the UAE. Their activities cover sales, service, spare parts supply, transportation, warranty management, and post-sale activities.
As per the two companies, their combined network in the UAE includes 32 sales and service centres. The two companies have also acquired three flagship stores in Dubai and Abu Dhabi as part of initial setup activities for the brand launch.
FREELANDER 8
As the name suggests, the FREELANDER 8 will be the first major model introduced under the company’s international expansion strategy. As per the FREELANDER brand, the model is a premium SUV with intelligent features and all-terrain capability.
The model is designed around three product concepts: British engineering, intelligent driving confidence, and all-terrain ability.
The FREELANDER 8 is expected to play an integral part in the brand’s launch activities in the UAE.
Why is UAE important to FREELANDER’s growth?
The UAE will be FREELANDER’s first international market and its first entry point into the Middle East. Having distributors in Dubai, the Northern Emirates, and Abu Dhabi will give the company an existing retail network before launching in the region.
The company said the UAE operation will support its international expansion, and the distributors will provide the necessary sales and service infrastructure in the market.
When will FREELANDER cars be available for sale in the UAE?
There are plans to launch FREELANDER globally from Abu Dhabi, with the FREELANDER 8 to be released. No information is available on when the cars will be available for sale in the UAE, their prices, or other technical details.
More details on the FREELANDER 8, such as prices and availability in the UAE, will be available closer to the launch. For now, naming Al Tayer Motors and Premier Motors is the first step in developing the brand in the UAE.
