Dongfeng Outlines Its Strategy for Growth in the UAE Automotive Market

Exclusive Interview with Saj Jabbar, General Manager, M.A.H.Y. Khoory Automotive Dubai, UAE

What are some specific consumer trends in the UAE that you believe will shape the future of Dongfeng’s presence in the region?

The UAE automotive market is highly dynamic, with several key trends shaping its future. A major trend is the growing demand for affordable, feature-packed vehicles that offer a balance of quality and performance. Consumers expect vehicles to integrate advanced technologies such as driver-assistance systems, smart connectivity, and infotainment, all while maintaining competitive pricing. Additionally, sustainability is taking centre stage as the UAE government ramps up initiatives such as the UAE Energy Strategy 2050, heightening consumer interest in hybrid and electric vehicles (EVs). This shift provides Dongfeng and other brands in the MKA portfolio opportunities to lead the way in the transition toward greener mobility. Another significant trend is the preference for SUVs and crossovers, which dominate the market due to their practicality and versatility. We see this as a critical area for growth in the coming years.

How involved is Dongfeng in localising its offerings for the UAE market, and what role does M.A.H.Y. Khoory play in this process?

Localisation is essential for success in the UAE automotive market, and Dongfeng has demonstrated a strong commitment to this process. As the sole distributor of Dongfeng vehicles in the UAE, MKA plays a pivotal role in tailoring Dongfeng’s offerings to meet the unique needs of UAE consumers. This involves ensuring that Dongfeng vehicles are optimised for the region’s harsh climate. We also collaborate closely with Dongfeng to provide market-specific configurations and features tailored for local buyers. Our partnership extends beyond product localisation; we recently inaugurated a state-of-the-art service centre in Dubai, with plans to expand our service network across the emirates. This ensures comprehensive aftersales support, which is a cornerstone of our approach to building long-term customer trust and loyalty.

Given the UAE’s competitive automotive market, what strategies are you employing to build consumer trust in a relatively new brand?

Establishing consumer trust is critical for us at MKA, especially as we expand our presence in a competitive market. Our strategy is built around three key pillars: product excellence, aftersales support, and strategic partnerships. We ensure that Dongfeng vehicles meet the highest international standards, offering advanced technology and competitive pricing. We have strengthened aftersales service, starting with the inauguration of our new Dubai service centre. We’re committed to providing seamless maintenance, transparent pricing, extended warranties, and access to genuine spare parts. Our partnership with One by One Car Rental to deliver 1,000 Dongfeng vehicles underscores our ability to meet the needs of both individual buyers and corporate customers. These collaborations enhance Dongfeng’s reputation in the UAE. Finally, we leverage targeted marketing campaigns and digital platforms to raise awareness about Dongfeng’s legacy as one of China’s leading automotive brands.

How do you see the UAE automotive market evolving over the next five years, particularly with the growing prominence of Chinese automakers?

The UAE automotive market is entering a transformative phase, driven by three key factors. First, the increasing prominence of Chinese automakers is reshaping the competitive landscape. Brands like Dongfeng are setting new benchmarks by offering high-quality vehicles at competitive prices. Second, the shift toward sustainability and EV adoption will accelerate, driven by government initiatives. Chinese automakers, with their advanced EV technologies, are well-positioned to lead this transition. At MKA, we see this as a significant growth opportunity and are actively preparing to introduce a broader range of EVs into our portfolio. Lastly, digitalisation will redefine how consumers interact with automotive brands. The UAE market will demand more innovative and tech-driven solutions.

How does Dongfeng Motor plan to position itself in the growing electric vehicle (EV) market in the UAE and the Middle East?

Dongfeng is at the forefront of EV innovation, and its entry into the UAE’s growing EV market is a significant milestone. As one of China’s leaders in EV development, Dongfeng is bringing advanced electric and hybrid models to the region. Our strategy revolves around product excellence, infrastructure support, and partnerships. We are introducing EVs that combine exceptional range, innovative design, and affordability. On the infrastructure front, MKA is actively engaging with stakeholders to support the development of a robust charging network.