FREELANDER, the British premium intelligent all-terrain brand created by Chery and Jaguar Land Rover (JLR), will launch in Australia in 2027. The flagship FREELANDER 8 SUV will be its first model here.
The brand will be led locally by experienced automotive executive Kym Mellow as Head of FREELANDER Australia & New Zealand.
- FREELANDER to officially launch in Australia and New Zealand in 2027.
- New British premium all-terrain brand from Chery and JLR will arrive with the FREELANDER 8 SUV, backed by experienced leadership and strong local Dealer partnerships.
Global Launch of FREELANDER Brand
Tuesday 29 September 2026 was the Global launch of the FREELANDER brand at the Emirates Palace Mandarin Oriental in Abu Dhabi. The UAE is the first international market following the release of the brand in China on 3 September 2026. FREELANDER marked the beginning of its international journey and introduced its new global brand philosophy, Beyond the Legend. More than simply reviving a familiar name, Beyond the Legend reflects FREELANDER’s ambition to take its British heritage forward for a new generation, combining authentic British design with advanced Chinese intelligent electrified technology.
As FREELANDER expands globally, Australia and New Zealand have been identified as priority right-hand-drive markets. For Australia, Beyond the Legend represents a new expression of modern luxury, designed around the way people move, live and explore today.
Kym Mellow appointed Head of FREELANDER Australia & New Zealand
Bringing extensive experience in the Australian and New Zealand automotive industry, most recently in executive roles with Inchcape Australasia and Mazda Australia. Kym will be responsible for leading the establishment and development of the FREELANDER business, including overall brand strategy, market entry, sales, marketing, aftersales, product and network development.
“FREELANDER brings together JLR’s British design and all-terrain heritage with the best of Chery’s technology, scale and supply chain,” said Kym Mellow, Head of FREELANDER Australia & New Zealand.
“For Australians, FREELANDER has always been an invitation to explore more of this country. We’re reimagining it as a premium, technology-led brand built for gravel tracks and city streets alike, and we’re investing in the Dealer partnerships and local team to make every part of ownership live up to that promise.”
FREELANDER 8 leads the charge
The FREELANDER 8 will be the first FREELANDER model to arrive in Australia. Since its global debut, the premium SUV has gone on sale in China, where it attracted more than 10,000 pre-orders within 48 hours of opening.
Australian specifications, pricing and launch timing will be confirmed closer to launch.
Where the FREELANDER competes
FREELANDER will compete in Australia’s premium upper-large SUV segment, offering a new choice for buyers who want British design, advanced technology and genuine all-terrain capability.
- For buyers who want freedom: FREELANDER targets families and adventurers who move between city streets, regional roads, and gravel tracks, and who expect premium comfort in all of them.
- A premium upper-large SUV: Measuring over 5.1 metres in length, the FREELANDER 8 is an upper-large family SUV. Offering five- and six-seat configurations. It will compete with premium large SUVs from established European and Japanese brands.
- Premium design and technology in one: JLR’s British design and Chery’s technology give FREELANDER a distinctive position in a segment long led by traditional premium brands.
- A market shaped by SUVs: Australians bought 848,920 new vehicles in the first eight months of 2026. Up 2.0% on the same period last year, and 65% of them were SUVs.
- Built for the electrified shift: Australians are moving quickly to new energy vehicles. Battery electric vehicles made up 18% of new-vehicle sales from January to August 2026. And in August they outsold petrol and diesel vehicles for the first time. Plug-in hybrid sales reached 75,206 over the same period. Designed from the ground up for the new energy era.
“The large premium SUV segment is where Australian families spend on the vehicle that does it all,” said Kym Mellow. “FREELANDER gives those buyers something new. British design, advanced electrified technology and real all-terrain ability. Backed by a premium ownership experience. We’re introducing a new expression of modern luxury one that reshapes how people move and explore. ”
Building the local team
FREELANDER Australia is now actively recruiting key senior leadership roles, with appointments to be made in the near future.
Strong partnerships with local Dealers
FREELANDER will reach Australian and New Zealand customers through a network of recognised and established local Dealerships. The brand will work closely with its Dealer partners on premium showrooms. Trained sales and service staff, and parts and after-sales support in metropolitan and selected regional areas. Dealer appointments will be announced in the lead-up to launch.
Built by the Chery–JLR joint venture
Produced by Chery Jaguar Land Rover, a 50:50 joint venture between Chery Automobile and JLR. The partners formed in 2012 with a US$2.78 billion investment. Since 2014 it has built Land Rover and Jaguar models. Including the Discovery Sport and Range Rover Evoque.
In June 2024 JLR licensed the name to the joint venture to create a stand-alone brand. Each partner brings its strengths:
- JLR: British design, premium brand values and all-terrain heritage
- Chery: electric and hybrid technology, engineering and a global supply chain
Vehicles are built at the joint venture’s plant in Changshu, Jiangsu Province, China. The first FREELANDER 8 left the line on 30 July 2026. The brand has more than 5,000 staff across five global hubs. Covering design, R&D, manufacturing and international operations.
Global momentum: the UAE comes first
Australia and New Zealand join a fast-growing international rollout. On 20 September 2026, FREELANDER named the UAE as its first international market. It appointed Al Tayer Motors (Dubai and the Northern Emirates) and Premier Motors (Abu Dhabi) as distributors. With 32 sales and service sites and three flagship showrooms planned. The FREELANDER 8 completed regional road testing across desert. Coastal and urban conditions ahead of yesterday’s global launch at Emirates Palace Mandarin Oriental, Abu Dhabi.
FREELANDER plans six models over the next five years.
