FREELANDER has announced a major step in its international growth strategy by appointing Al Tayer Motors and Premier Motors as its authorised distributors in the United Arab Emirates.
The agreement marks an important milestone for the British premium intelligent all-terrain vehicle brand as it prepares to enter its first international market. Company executives and representatives from both distributor groups formalised the partnership during a signing ceremony attended by senior leadership from the three organisations.
The UAE has been selected as FREELANDER’s first market outside its home operations and is expected to play a central role in the company’s broader Middle East expansion plans.
Under the agreement, Al Tayer Motors will represent the brand across Dubai and the Northern Emirates, while Premier Motors will oversee operations in Abu Dhabi. Both companies are part of the Al Tayer Group and have decades of experience in the automotive industry.
The partnership provides FREELANDER with access to an established sales, service and after-sales network across the UAE. Company officials believe the collaboration will help accelerate brand awareness and support long-term growth in the region.
Preparations are already underway for FREELANDER’s Global Brand Launch, which is scheduled to take place in Abu Dhabi on September 29. The event is expected to introduce the brand to regional customers and industry stakeholders while outlining its future plans for international markets.
Executives described the UAE as a strategic gateway for expansion because of its strong automotive sector, premium customer base and position as a regional business hub.
Saeed Humaid Al Tayer, Managing Director of Al Tayer Motors and Premier Motors, said the new partnership represents an important addition to the company’s portfolio.
He noted that the distributors have extensive knowledge of the local market and significant experience serving customers in the premium vehicle segment. According to Al Tayer, those strengths will support FREELANDER’s development in the UAE and help introduce new mobility options to consumers.
Al Tayer Motors and Premier Motors collectively operate a network of 32 sales and service facilities across the UAE. Their operations include vehicle logistics, maintenance services, parts supply, warranty management and customer support.
The companies have also established a reputation for delivering customer service through both physical retail locations and digital platforms.
As part of the launch strategy, three flagship showrooms have already been secured in Dubai and Abu Dhabi. These locations will serve as key centres for product displays, customer engagement and brand development.
FREELANDER executives said the distribution appointments are a major step in the company’s Middle East strategy.
Lucia Mao, Chief Executive Officer of FREELANDER International, described the agreements as a significant achievement for the brand’s global ambitions. She said the partnership with two experienced automotive distributors will help strengthen FREELANDER’s international rollout plans.
The company is placing particular attention on the launch of the FREELANDER 8, which will become the brand’s first strategic global model.
According to the company, the vehicle has been developed around three key principles: British craftsmanship, smart confidence and all-terrain freedom.
The model is designed to combine premium styling, advanced technology and off-road capability. Company representatives say it is aimed at customers seeking a balance between luxury, innovation and adventure.
FREELANDER describes the vehicle as part of its broader “Legend Reborn” vision, which focuses on blending heritage-inspired design with modern intelligent mobility solutions.
The upcoming Abu Dhabi launch will provide the first major international showcase for the FREELANDER 8 and is expected to outline the company’s long-term plans beyond the UAE market.
Industry observers view the move as part of a wider trend of automotive manufacturers targeting the Gulf region as a platform for growth. The UAE remains one of the most competitive and influential vehicle markets in the Middle East, attracting both established brands and new entrants.
With distributor partnerships now in place and showroom preparations underway, FREELANDER is positioning itself for a high-profile debut. The FREELANDER UAE expansion is expected to begin a new chapter for the brand as it pursues broader international growth and strengthens its presence across the Middle East.
