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Elite Group Holding and Jetour Ignite Liwa Festival 2026 with a Powerful Brand Showcase Across the Desert

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A white Jetour T2 off-road vehicle kicks up a large cloud of sand as it drives across the desert during the day. The vehicle is modified with a black hood decal and a roof rack. The background shows the hazy outlines of desert structures and festival signage under a sunset sky.

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+.

Five Jetour T2 SUVs in different colors (grey, black, yellow, blue, and teal) are parked in a row on the sand at the base of a massive dune. The teal and yellow vehicles prominently feature "600 HP" graphics on their side doors. The scene is bathed in the warm, soft light of late afternoon.

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.

A wide night shot at the Liwa Festival featuring two men in traditional white Emirati kanduras watching a fireworks display. To the right, a black Jetour T2 i-DM is parked next to a large illuminated digital screen displaying technical specifications. The desert ground is sandy, and strings of warm decorative lights are visible in the background.

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.

A daytime view of a desert exhibition featuring massive, standalone yellow and white letters spelling out "JETOUR" against a backdrop of a towering orange sand dune. Several Jetour SUVs in various colors—white, black, and silver—are parked in front of and between the letters. The sky is bright blue with scattered white clouds.

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.”

A large yellow spherical monument with the "JETOUR - Drive Your Future" logo sits atop a tall metal structure in the desert. Below it, a white walkway leads toward a small building. Several black and grey Jetour T2 i-DM SUVs are parked on the surrounding sand, with a massive sand dune and white festival tents in the background.

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+.

Automotive

ZEEKR SETS GUINNESS WORLD RECORDS™ TITLE WITH THE ZEEKR 7X AT YAS MARINA CIRCUIT, CELEBRATING FIVE YEARS OF INNOVATION

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The Zeekr 7X has earned a Guinness World Records™ title for the tightest gap passed through whilst drifting an electric car, successfully passing through a gap with an astonishing clearance of just 25 centimetres.

The record was officially achieved at Yas Marina Circuit in Abu Dhabi, showcasing the exceptional precision, stability, and dynamic control of the Zeekr 7X. The achievement demonstrates the advanced capabilities of Zeekr’s intelligent electric vehicle platform and reinforces the brand’s commitment to engineering excellence and innovation.

The Zeekr 7X’s record-setting performance is underpinned by a combination of advanced chassis engineering and intelligent vehicle control systems. Its front double wishbone suspension delivers exceptional steering precision and responsiveness, faithfully translating driver inputs into accurate vehicle movement. The high-output rear electric motor provides instant, precisely controllable torque, enabling smooth, sustained drifts while allowing fine adjustments to the vehicle’s direction through throttle modulation. Complementing these systems, the Sustainable Experience Architecture (SEA) provides exceptional body rigidity and a low centre of gravity, enhancing stability, balance, and driver confidence under extreme driving conditions.

The record attempt formed the centrepiece of Zeekr’s global celebrations marking its fifth anniversary. Since its launch in 2021, Zeekr has rapidly established itself as a premium intelligent electric mobility brand, continually pushing the boundaries of design, technology, safety, and performance. This latest Guinness World Records™ achievement reflects the brand’s relentless pursuit of innovation and serves as a powerful demonstration of the engineering excellence behind the Zeekr 7X.

“Achieving a Guinness World Records title is a proud milestone for Zeekr and a fitting way to celebrate our fifth anniversary,” said Mr. Mars Chen, Vice President of Zeekr. “The Zeekr 7X embodies our commitment to intelligent engineering, precision, and performance. This achievement demonstrates the strength of our technology and reinforces our ambition to continue redefining premium electric mobility through innovation.”

“This Guinness World Records™ achievement reflects the innovation, precision, and performance that define Zeekr,” said Roberto Colucci, Director of Electric Vehicles at AWR Automotive. “We’re proud to celebrate this milestone and to bring the intelligent technology and advanced engineering of the Zeekr 7X to customers across the UAE.”

The celebration continued on 13 June 2026, when more than 200 Zeekr owners, customers, partners, and members of the UAE media gathered at Yas Marina Circuit to commemorate both the world record achievement and Zeekr’s five-year journey. The event brought together the Zeekr community to experience the brand’s latest innovations and celebrate this landmark moment.

As Zeekr enters its next chapter, the company remains committed to accelerating the future of intelligent electric mobility through cutting-edge technology, exceptional craftsmanship, and customer-centric innovation.

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Automotive

UDRIVE CUSTOMERS CROSS 45 MILLION KILOMETRES AS UAE DEMAND FOR CAR SHARING ACCELERATES 

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Udrive, the UAE’s leading car-sharing platform, has strengthened its mobility network across Dubai, Abu Dhabi, Sharjah and Ajman, as app-based car access becomes a bigger part of how people move across the country. In 2025 alone, Udrive customers have driven more than 45 million kilometres, reflecting rising demand for smarter urban mobility that aligns with the Dubai 2040 Urban Master Plan’s focus on flexible means of transportation.

The growth reflects Udrive’s expanding role as a practical alternative to traditional car rental and private car ownership. The platform now operates a fleet of over 2,000 vehicles and has completed more than three million rentals to date. In 2025, Udrive recorded over half a million trips, while registrations grew by 14% compared with 2024, indicating stronger adoption among customers seeking on-demand access to vehicles.

Residents make up 90% of Udrive’s customer base, showing how car sharing has become part of daily commuting, errands, weekend plans and short-term transport needs. Retention has strengthened, with active customers for 12 months or more rising from 21% to 32%. Growth across shorter-term segments has also supported higher trip volumes and revenue, pointing to sustained adoption among both new and returning users.

Fleet choice has also expanded; Udrive now offers vehicles from Kia, Ford, BYD and MINI, with Toyota, Suzuki, Nissan and Mitsubishi also available on the platform. With the company’s ongoing partnership with AGMC, recent additions include MINI Cooper S and John Cooper Works models, the launch of MINI Convertibles. Udrive has also added hybrid BYD Song and BYD QIN vehicles to its fleet, offering customers premium, lower-emission mobility options.

“At Udrive, our growth is being shaped by customers who want access without the cost and commitment of ownership. Expanding across four emirates and growing our fleet gives residents and visitors the freedom to choose the right car for every journey. Stronger retention shows that flexible mobility is becoming part of daily life in the UAE, while supporting a more practical alternative to private vehicle dependency,” said Hasib Khan, Founder and CEO of Udrive.

As part of its wider network growth, Udrive has added new Business Zones in Dubai, Sharjah and Ajman, extending coverage across almost every area within its operating network. This gives customers more flexibility to pick up and end trips across key residential, commercial and lifestyle districts, supporting everyday journeys across the UAE’s major urban centres.

Through the Udrive app, customers can locate, book and unlock a vehicle in minutes, with flexible rental options by the minute, hour, day, week or month. The service is designed around convenience and transparency, with zero deposit, no paperwork, office visits or delivery fees, and inclusive benefits such as free fuel and parking.

As the UAE’s mobility needs continue to evolve, Udrive will focus on deeper coverage, stronger fleet variety, and partnerships that improve access to flexible transport across the country. The company’s growth strategy is centred on making shared mobility easier to use, more widely available, and more relevant to how residents move across cities every day.

The expanded Udrive network is now live on the app. Customers can open the map, find a nearby car, choose the rental option that fits their journey and start driving in minutes.

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Automotive

Udrive customers cross 45 million kilometres as UAE demand for car sharing accelerates 

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Udrive, the UAE’s leading car-sharing platform, has strengthened its mobility network across Dubai, Abu Dhabi, Sharjah and Ajman, as app-based car access becomes a bigger part of how people move across the country. In 2025 alone, Udrive customers have driven more than 45 million kilometres, reflecting rising demand for smarter urban mobility that aligns with the Dubai 2040 Urban Master Plan’s focus on flexible means of transportation.

The growth reflects Udrive’s expanding role as a practical alternative to traditional car rental and private car ownership. The platform now operates a fleet of over 2,000 vehicles and has completed more than three million rentals to date. In 2025, Udrive recorded over half a million trips, while registrations grew by 14% compared with 2024, indicating stronger adoption among customers seeking on-demand access to vehicles.

Residents make up 90% of Udrive’s customer base, showing how car sharing has become part of daily commuting, errands, weekend plans and short-term transport needs. Retention has strengthened, with active customers for 12 months or more rising from 21% to 32%. Growth across shorter-term segments has also supported higher trip volumes and revenue, pointing to sustained adoption among both new and returning users.

Fleet choice has also expanded; Udrive now offers vehicles from Kia, Ford, BYD and MINI, with Toyota, Suzuki, Nissan and Mitsubishi also available on the platform. With the company’s ongoing partnership with AGMC, recent additions include MINI Cooper S and John Cooper Works models, the launch of MINI Convertibles. Udrive has also added hybrid BYD Song and BYD QIN vehicles to its fleet, offering customers premium, lower-emission mobility options.

“At Udrive, our growth is being shaped by customers who want access without the cost and commitment of ownership. Expanding across four emirates and growing our fleet gives residents and visitors the freedom to choose the right car for every journey. Stronger retention shows that flexible mobility is becoming part of daily life in the UAE, while supporting a more practical alternative to private vehicle dependency,” said Hasib Khan, Founder and CEO of Udrive.

As part of its wider network growth, Udrive has added new Business Zones in Dubai, Sharjah and Ajman, extending coverage across almost every area within its operating network. This gives customers more flexibility to pick up and end trips across key residential, commercial and lifestyle districts, supporting everyday journeys across the UAE’s major urban centres.

Through the Udrive app, customers can locate, book and unlock a vehicle in minutes, with flexible rental options by the minute, hour, day, week or month. The service is designed around convenience and transparency, with zero deposit, no paperwork, office visits or delivery fees, and inclusive benefits such as free fuel and parking.

As the UAE’s mobility needs continue to evolve, Udrive will focus on deeper coverage, stronger fleet variety, and partnerships that improve access to flexible transport across the country. The company’s growth strategy is centred on making shared mobility easier to use, more widely available, and more relevant to how residents move across cities every day.

The expanded Udrive network is now live on the app. Customers can open the map, find a nearby car, choose the rental option that fits their journey and start driving in minutes.

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