Jetour, in exclusive partnership with Elite Group Holding in the UAE, has officially kicked off the Liwa International Festival 2026 with a dynamic brand presence designed to celebrate adventure, culture, and community. As the festival opens its doors for a 23-day celebration in the Al Dhafra region, Jetour stands front and centre, welcoming visitors with interactive displays, premium experiences, and thrilling off-road moments that embody the spirit of Travel+.

Recognised as one of the UAE’s most anticipated annual events, the Liwa International Festival welcomes thousands of visitors for an unforgettable celebration of heritage, motorsport, and entertainment. Set against the dramatic backdrop of Al Dhafra’s golden dunes, the festival features an extraordinary line-up of cultural showcases, high-energy competitions, nightly performances, and family-friendly attractions, all paying homage to the UAE’s deep connection to its desert traditions.

For the 2026 edition, Jetour will elevate the festival experience with a comprehensive presence across multiple zones, showcasing the brand’s innovation, exploration, and community engagement. Attendees can enjoy interactive test drives alongside lifestyle-driven hospitality experiences, with Jetour’s showcase crafted to highlight the versatility, capability, and premium comfort of its SUV line-up.

At the heart of the activation was the Jetour VIP Camp. During the first week, from December 12th to 14th, guests experienced a range of immersive cultural activities, including Arabic Tanoora performances, oud sessions, falconry, henna artistry, and traditional Dalla service. Additional weekends bring a world-music DJ fusion with international drummers and performers from December 19th to 21st, followed by an Eastern-inspired programme from December 26th to 28th featuring a Dragon show, Chinese calligraphy, Bian Lian performances, tea tasting, and more. Throughout the entire festival, the VIP Camp will boast a Majlis, outdoor cinema, refreshments, giant board games, neon installations, volleyball, and a photobooth, creating an elevated retreat for families and adventure-seekers.

In the Corporate Area, Jetour presents a fully branded showroom-style display active from December 12th to January 3rd, featuring flagship SUVs including the G700, T2 i-DM 4WD, T2 Luxury Plus, T1, and Dashing. As the festival reaches its peak, Jetour will also command attention at Tal Moreeb from December 31st to January 3rd, where the imposing G700 takes centre stage beside the grandstand culminating with a spectacular New Year’s Eve show and fireworks.

“Our participation at this year’s Liwa Festival reflects Jetour’s passion for connecting with communities through truly immersive experiences,” said Haroon Hayat, Group CFO of Elite Group Holding. “Moments like this remind us that personal achievements are only possible when backed by the dedication of an exceptional team. We are proud to bring Jetour’s adventurous DNA to one of the UAE’s most celebrated cultural gatherings.”

Jetour, under the exclusive distributorship of Elite Group Holding, continues to redefine the UAE’s SUV landscape with its Travel+ philosophy, delivering innovation, intelligent design, and powerful performance tailored for modern lifestyles. With a growing presence across the Emirates, Jetour’s premium SUV line-up is crafted for drivers who value capability, comfort, and discovery across both city roads and rugged terrain.

As Liwa International Festival 2026 begins its annual celebration of heritage and adventure, Jetour is ready to take attendees on a journey of excitement and discovery that captures the true essence of Travel+.

Emirates Petroleum Company PJSC (Emarat), a pioneer in the UAE’s oil and gas industry, showcased latest portfolio of lubricants during Automechanika Dubai 2025. As per reports, UAE lubricants demand is forecast to reach 200 million litres by 2030.

With a lubricants business built over more than three decades of manufacturing and global marketing, Emarat’s presence at the exhibition focussed on strengthening channel partnerships, expanding regional reach, and demonstrating performance-led formulations aligned with today’s engine requirements and operating conditions.

On the sidelines of Automechanika Dubai 2025, Emarat’s lubricants team also hosted partner engagements at the stand, including signing landmark agreements to enter into new markets like Armenia and Mauritius with organized partners focusing on distribution and market development. These agreements focused on consolidation of commercial market and growth in Mauritius with Concorde Auto Parts Co. LTD and also emerge into lubricant market alongside Emarat fuel station network with MEGA TRADE L.L.C. in Armenia.

Burny Johnson, Senior Vice President, Lubricants, Emarat, said, “Automechanika Dubai is a decisive platform for the aftermarket where product credibility is tested and long-term supply partnerships are built. Over the past year, we have strengthened the technical advantages of our portfolio to meet industry norms and the real expectations of end users including reliability, protection of critical components, and uptime. Alongside showcasing our latest formulations, we focused on expanding our distributor footprint starting with three new market partnerships that deepened reach and built momentum for the next phase of growth.”

“Looking ahead to 2030, we have clear ambitions in the UAE and beyond, to expand our lubricants business across several countries. We are committed to raising standards, delivering value for partners and customers, and helping shape a more performance-driven lubricants ecosystem,” added Burny.

Emarat displayed a curated selection of its lubricants across pack sizes during the show. The range included 4-litre packs of Power Ultima 0W-16, Power Synth 5W40, XAT SUV, Power Plus, Gear Max HY, and Ultra Cool 50; 5-litre packs of Power Thrust Plus 15W40 and Power Optima 5W40 CK-4; and 1-litre packs of Power Bike 4T, Power Synth 5W30, XAT SUV, Power Plus 20W50, Ultra Cool, and TransMax.

Emarat also hosted its regional partners during the event including Foshan Jian Fu Hong Trading Co. Ltd., Alliance Tractors, Dynatrade LLC, and AW Rostamani Trading Co LLC among other global partners.

Furthermore, market outlook indicators continue to underline the scale of the category, with one leading industry forecast estimating the global lubricants market will reach USD 180 billion by 2030. According to Mordor Intelligence, lubricants demand in the UAE is forecast to reach 200 million litres by 2030.

General Motors (GM) announced a leadership transition for its Africa and Middle East Operations, as the business drives to lead the roll-out of personal autonomous technologies and digital services, deployed in world-class vehicles from brands that customers know and trust.  

Jorge Plata, currently vice president Sales, Service and Marketing at GM Mexico, Central America and Caribbean will take on the role of president and managing director GM AMEO, effective March 1, 2026.

Plata will succeed Jack Uppal who will move to the position of president and managing director GM Canada, after three years leading GM AMEO.

GM president, EMEA and ANZ Michael MacPhee said that during his time at GM Mexico, Plata has led the strategy to ensure GM continues to be a leading player in one of the most dynamic markets in the world.

“Jorge has a proven track record of focusing on our customers, sustaining trusted brands and building strong partnerships so GM can compete strongly against long-time rivals and new entrants,” said MacPhee.

“As GM prepares to celebrate its centenary in the Middle East and Africa, we are determined to build on our deep connection with customers, partners and government, to chart the course of GM’s next century in the region.”

Plata said: “This is an incredible time lead the AMEO business for GM. We have a world-class portfolio of connected vehicles, and we are leading the region with new technologies like hands-free, eyes-on Super Cruise.”

“I look forward to working with our dealers, partners – and of course our talented GM team – to shape the future of transportation in the region. I’m energized by the region’s bold ambitions and dynamic landscape, and GM sees great opportunities and a bright future in the Middle East and Africa.”

MacPhee thanked Uppal for his leadership of the AMEO business and wished him well in his new role.

“Jack not only delivered consistent growth, he developed deep relationships across the region and led a strategy to bring more choice and technology to our customers – across price points and propulsion systems,” said MacPhee. “He also spearheaded the turnaround of the GM Egypt business, restoring Chevrolet to the market leadership position.”

Uppal said: “Serving as the leader of GM Africa & Middle East over the past three years has been an incredibly rewarding experience. Together, we have delivered vehicles that excite our customers and achieved this alongside an exceptionally talented team. With his extensive experience, Jorge is well poised to sustain this momentum and guide the region toward continued success.”