In recent years, the United Arab Emirates has become a hub for innovation in wellness and healthy living, with national initiatives like the National Strategy for Wellbeing 2031 aiming to create a healthier, more vibrant society. Against this backdrop, Chery has taken an unprecedented step as the first automotive brand in the UAE to launch a fitness-focused partnership with Fitze, a local digital platform encouraging physical activity. Through a unique steps challenge, Chery UAE and Fitze are promoting wellness as a community-driven endeavor for residents across the country.

Chery’s collaboration with Fitze reflects a broader movement in Dubai and the other emirates toward integrating physical activity into daily life. Aligned with the Dubai Fitness Challenge 30×30 and UAE Vision 2031, the Chery Steps Challenge encourages regular activity by walking 300,000 steps over 30 days. Participants who complete the challenge not only improve their personal health but also stand a chance to own a Chery TIGGO 4 PRO, making the journey toward better health both rewarding and fun.

By launching this initiative, Chery UAE positions itself as more than a car dealer, championing Dubai’s wellness goals and enhancing lives beyond the driver’s seat. This partnership with Fitze reflects Chery’s mission to uphold quality, trust, and customer satisfaction while encouraging a healthier, more active lifestyle. The campaign is designed to inspire participants of all ages and backgrounds, building a community where wellness, engagement, and excitement come together under a shared goal of fitness and well-being.

For Chery’s UAE chapter, this partnership demonstrates a deep understanding of local values and a commitment to making a meaningful impact. As wellness gains prominence, Chery’s efforts are both timely and culturally relevant, aiming to build a lasting connection with the community through shared goals. In a society embracing healthier lifestyles, the opportunity to own a top-of-the-line SUV provides a tangible reward and added motivation for participants.

This month-long challenge encourages residents to take their first steps toward a healthier lifestyle, with Chery supporting every stride. To join the Chery Steps Challenge, participants can download the Fitze app from the Apple Store, Google Play, or HUAWEI AppGallery, where they’ll find all the information needed to sign up and track their progress over 30 days. Through this initiative, Chery is helping to advance the UAE’s wellness goals, setting a new standard for promoting active, healthy lifestyles. Step up and embrace better health with Chery UAE.

As the UAE marks its 53rd National Day, the nation celebrates not only its unity but also its emergence as a global leader in innovation and economic resilience. Central to this story is the automotive industry, a key player in shaping the nation’s economic landscape and mobility solutions. From luxury vehicles adorning its bustling streets to cutting-edge advancements in electric and autonomous technology, the UAE has positioned itself as a hub for automotive innovation in the region.

By Srijith K N

The country’s focus on sustainability and smart mobility has catalyzed investments in infrastructure, including EV charging networks and green mobility corridors, further underscoring its status as a pioneer in future-ready transportation. These advancements also reflect the nation’s commitment to sustainability, a cornerstone of its vision for the future.

Within this thriving ecosystem, the car rental industry has emerged as a dynamic sector, mirroring the UAE’s strategic focus on mobility and economic diversification. Rahul Singh, Managing Director of AA AL Moosa Enterprises – Car Rental Division, highlights how this sector has become a key driver of growth. “The UAE’s economy thrives on its strategic focus on travel and tourism, which contributed 11.7% of GDP in 2023. This success is mirrored in the expanding demand for car rental services, with the market growing 10% year-on-year in 2023 to USD 1.77 billion and projected to reach USD 214.70 million annually by 2029.”

Singh attributes this growth to the UAE’s ability to attract millions of international visitors—17.15 million in Dubai alone in 2023—many of whom rely on rental vehicles to explore the nation’s iconic destinations. “This surge reflects a shift towards flexible and cost-effective mobility solutions, driving direct and indirect economic benefits for the country,” he adds.

The role of car rentals becomes even more significant during National Day, as they facilitate seamless mobility for residents and visitors alike to immerse themselves in the celebrations. Beyond offering convenience, rental services cater to diverse needs—from premium sports cars that embody luxury to family-friendly SUVs and eco-conscious electric vehicles.

Electric vehicles (EVs) are particularly transformative, aligning with the UAE’s ambitious green mobility goals. The car rental industry’s increasing integration of EVs reflects a growing consumer preference for sustainable travel solutions. This trend not only supports the nation’s net-zero aspirations but also positions the UAE as a leader in environmentally responsible tourism and transportation.

As the UAE celebrates its 53rd National Day, the car rental and broader automotive sectors stand as pillars of the country’s vision for growth, sustainability, and global leadership. Together, they drive the narrative of a nation that remains steadfast in its pursuit of innovation, inclusivity, and a brighter, greener future.

Bridgestone expanded its partnership Tegeta Holding further strengthening its presence in the Caucasus region. Under this agreement, Tegeta will serve as the official distributor of Bridgestone tyres in Armenia and Azerbaijan, effective January 1, 2025.

Bridgestone Middle East & Africa FZE and Tegeta Holding officially signed the agreement in Dubai, marking a significant milestone in both companies’ regional growth strategies. Under the agreement, Tegeta will supply Bridgestone’s premium-quality tyres for a wide range of vehicles, including passenger cars, trucks, and buses, across Armenia and Azerbaijan.

Jacques Fourie, President of Bridgestone Middle East & Africa, said: “We are thrilled to expand our collaboration with Tegeta, who was been our trusted partner since 26 years. Tegeta’s strong foothold in the Caucasus region enables us to introduce Bridgestone’s premium products to new markets such as Armenia and Azerbaijan, ensuring that customers benefit from our commitment to quality, safety and innovation.”

This partnership is based on a long-standing 26-year partnership that began in 1998, when Tegeta became Bridgestone’s distributor in Georgia. Over the years, Tegeta has grown into a leading distributor of automotive products in the region, while Bridgestone has maintained its leading position in the global tyre industry. Together, the companies have driven growth and innovation in the automotive sector across the Caucasus and beyond. The expanded collaboration underscores Georgia’s pivotal role as a logistics hub for the region, connecting the Caucasus, Central Asia, and global markets.

Ekaterine Kavtaradze, Executive Officer of Tegeta Holding, said: “We are delighted to further reinforce our partnership with Bridgestone, a globally renowned brand for its quality and innovation. By introducing their premium products to Armenia and Azerbaijan, we are proud to support the constant advancement of the region’s automotive industry in the region. We are proud that Tegeta secured an important place in the portfolio of this famous brand and is the largest partner in the region.”

Davit Chkhaidze, Director of Tegeta Prime Products, said: “This partnership marks a new chapter in our relationship with Bridgestone. It reflects our position as a strategic partner of Bridgestone in the Caucasus region and highlights Georgia’s growing importance in the regional economy.”

Bridgestone’s commitment to innovation, sustainability, and quality align seamlessly with Tegeta’s aim to deliver premium automotive products and services. With over 93 years of experience and a presence in more than 70 countries, Bridgestone is prominent for setting high industry benchmarks in innovative technologies, high-performance tyres and a commitment to driving the future of sustainable mobility. This expanded partnership opens up new opportunities for growth, enhancing customer access to world-class products and services across Georgia, Armenia, and Azerbaijan.

Tegeta Holding’s ongoing expansion into new markets and partnerships with global leaders like Bridgestone underline its dedication to growth, quality, and customer satisfaction. Being the largest automotive distributor in the region, Tegeta remains steadfast in its commitment to innovate and expand its offerings, further ensuring access to world-class products and services for customers across Georgia, Armenia, and Azerbaijan.