Abu Dhabi, UAE / Goodwood, UK | 21 July 2026: British premium automotive brand FREELANDER has confirmed that its International Brand Launch will take place in Abu Dhabi, United Arab Emirates, this September, marking a major step in the company’s global expansion strategy. The announcement was made during the 2026 Goodwood Festival of Speed, where FREELANDER also revealed that the UAE will become its first international market.
The announcement came during an industry exchange event hosted by the Abu Dhabi Investment Office (ADIO) at The Orangery during the renowned automotive festival. The session brought together global automotive brands, industry leaders and innovators to discuss automotive industry globalization, international market development and cross regional collaboration. FREELANDER participated in the discussions, outlining its long term vision for international growth and its commitment to expanding beyond its home market.
Returning to Goodwood also symbolized a return to the brand’s British heritage. With nearly three decades of history, FREELANDER has transformed from a well known nameplate into a fully independent global automotive brand. The company has undergone significant evolution across four key areas including design, technology, organizational structure and intelligent manufacturing. These developments have laid the foundation for a new phase of international growth supported by a renewed brand identity, global operational capabilities and advanced intelligent mobility technologies.
FREELANDER selected the UAE as its first international destination because of the country’s strategic geographic position, innovation driven business ecosystem and growing demand for intelligent mobility solutions. The nation’s strong commitment to new energy development also aligns with the brand’s long term ambitions, making it an ideal gateway for regional expansion.
As part of its international strategy, FREELANDER continues to develop technologies that respond to local market needs. One of the key innovations highlighted during the event was the global debut of its Super Intelligent Valet Parking (SIVP) system. The technology has been designed to enhance the intelligent mobility experience in real world situations, including operation in the high temperature conditions commonly experienced across the UAE.
During the Goodwood event, Lucia Mao, CEO of FREELANDER International, participated in a fireside conversation titled “From Entry to Commitment.” She emphasized that the company’s approach to international expansion is focused on building lasting relationships rather than simply entering new markets.
“International expansion goes beyond entering a new market. It is about making a long term commitment,” Mao said.
She added, “The UAE marks the starting point of FREELANDER’s global expansion and is a strategically important market where we will put down roots and invest for the long term, together with our partners.”
The announcement at Goodwood represents another milestone in FREELANDER’s global journey and reinforces its commitment to building a strong international presence. Looking ahead, the company plans to leverage its British premium heritage, advanced intelligent technologies and global operating system to strengthen partnerships, expand its local footprint across key markets and support its long term global growth ambitions.
With its Abu Dhabi brand launch set for September, FREELANDER is preparing to begin the next chapter of its international journey from one of the world’s fastest growing automotive and innovation hubs.
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