JLR and Chery have confirmed their joint Freelander brand will arrive in the UK and Ireland as part of a phased global rollout.

The first model is the Freelander 8 plug-in hybrid SUV

Drawing on the heritage of the original Land Rover Freelander, the new marque is described as a ‘British Premium Intelligent All-Terrain Brand’ that draws on the strengths of both founders and will focus on premium quality, everyday comfort and all-terrain capability.

JLR owns the Freelander brand and has established a dedicated Freelander Design Hub that leads its design. Chery provides advanced intelligent technology and the global supply chain.

Backed by its ‘Beyond the Legend’ vision, the company says it will turn British design heritage, intelligent technology and all-terrain ability into experiences for customers worldwide.

Its first model is the Freelander 8: a 5.1m-long large SUV featuring a 626hp all-wheel drive plug-in hybrid powertrain and ultra-fast 350kW charging capability.

Freelander’s arrival on these shores forms the third phase of a newly announced international market expansion roadmap.

The global rollout begins with left-hand drive markets, with the Middle East as its strategic starting point and the UAE as its first international market. This will then broaden across the Middle East and North Africa, before expanding into right-hand drive markets, prioritising Australia and New Zealand due to consumer demand for long-distance travel, premium comfort and robust all-terrain capabilities.

In the third phase, Freelander plans to introduce products meeting European regulatory requirements into markets including Germany, Italy, Belgium, Switzerland, the Netherlands and Spain, before expanding further into the UK and Ireland.

This phase will bring the brand’s British design heritage and intelligent technology to more European customers.

The roadmap brings together product readiness, dealer network development and local operations as Freelander builds its international presence as a standalone global brand.

No details have been given on Freelander’s arrival in the UK and the company said market entry dates, product specifications and sales arrangements will be announced individually as local plans progress.

Globally, Freelander has more than 5,000 employees, five strategic hubs and fully integrated capabilities spanning design, R&D, manufacturing and international operations.

“Commitment only becomes real when it is delivered locally – through people, partners and service,” said Lucia Mao, CEO of Freelander International.