FREELANDER has appointed Al Tayer Motors and Premier Motors as its exclusive authorised distributors in the UAE, marking the British premium all-terrain brand’s first international market as it prepares to enter the Middle East.
The appointments were formalised with Lucia Mao, CEO of FREELANDER International, joining Matar Humaid Al Tayer, Vice-Chairman of Al Tayer Group, Saeed Humaid Al Tayer, Managing Director of Al Tayer Motors and Premier Motors, and Ashok Khanna, CEO.
Together, Al Tayer Motors and Premier Motors operate 32 sales and service facilities across the UAE, covering areas including vehicle logistics, parts supply, warranty management and after-sales support. Three flagship FREELANDER showrooms have also been secured in Dubai and Abu Dhabi ahead of the brand’s market launch.
The UAE has been selected as FREELANDER’s first international market and will serve as a key location for the brand’s planned entry into the wider Middle East. The company is preparing for its upcoming Global Brand Launch in Abu Dhabi, where it is also expected to introduce the FREELANDER 8.
FREELANDER describes the 8 as its first strategic model. The vehicle is positioned around three product pillars identified by the brand as British Craftsmanship, Smart Confidence and All-Terrain Freedom. It combines a premium-oriented design with technology and all-terrain capability.
Saeed Humaid Al Tayer said the addition of FREELANDER would expand Al Tayer Motors and Premier Motors’ portfolio, while the companies’ local market knowledge and premium automotive experience would support the brand’s introduction in the UAE.
Lucia Mao said the appointments represent a milestone in FREELANDER’s Middle East strategy and will support the international rollout of the FREELANDER 8.
Further details on the FREELANDER 8, including its specifications, pricing and UAE availability, are expected to be announced as part of the brand’s upcoming launch activities in Abu Dhabi.
The appointments were formalised with Lucia Mao, CEO of FREELANDER International, joining Matar Humaid Al Tayer, Vice-Chairman of Al Tayer Group, Saeed Humaid Al Tayer, Managing Director of Al Tayer Motors and Premier Motors, and Ashok Khanna, CEO.
FREELANDER comes to the UAE
Under the agreement, Al Tayer Motors will represent FREELANDER across Dubai and the Northern Emirates, while Premier Motors will handle the brand’s operations in Abu Dhabi. Both companies have more than four decades of experience in the UAE automotive market and operate established sales, service and parts networks serving premium vehicle brands.Together, Al Tayer Motors and Premier Motors operate 32 sales and service facilities across the UAE, covering areas including vehicle logistics, parts supply, warranty management and after-sales support. Three flagship FREELANDER showrooms have also been secured in Dubai and Abu Dhabi ahead of the brand’s market launch.
The UAE has been selected as FREELANDER’s first international market and will serve as a key location for the brand’s planned entry into the wider Middle East. The company is preparing for its upcoming Global Brand Launch in Abu Dhabi, where it is also expected to introduce the FREELANDER 8.
FREELANDER describes the 8 as its first strategic model. The vehicle is positioned around three product pillars identified by the brand as British Craftsmanship, Smart Confidence and All-Terrain Freedom. It combines a premium-oriented design with technology and all-terrain capability.
Saeed Humaid Al Tayer said the addition of FREELANDER would expand Al Tayer Motors and Premier Motors’ portfolio, while the companies’ local market knowledge and premium automotive experience would support the brand’s introduction in the UAE.
Lucia Mao said the appointments represent a milestone in FREELANDER’s Middle East strategy and will support the international rollout of the FREELANDER 8.
Further details on the FREELANDER 8, including its specifications, pricing and UAE availability, are expected to be announced as part of the brand’s upcoming launch activities in Abu Dhabi.
