Dongfeng Motors Enters UAE Market with New Showroom and Four Flagship Models
October 16, 2024: Dongfeng Motor Corporation, a leading Chinese automotive innovator, has made its official debut in the UAE market with the launch of its first showroom in Dubai. In collaboration with M.A.H.Y. Khoory, Dongfeng introduced four flagship models: the SHINE and SHINE MAX sedans, along with the AX7 and MAGE SUVs. This launch marks Dongfeng’s strategic expansion into the region, underscoring its commitment to quality, performance, and cutting-edge automotive technology.
The grand opening, inaugurated by Mr. Salahuddin Sharafi, Chairman of M.A.H.Y. Khoory, and attended by Mr. Shabbir Haideri, Group CEO, and Mr. Saj Jabbar, General Manager of M.A.H.Y. Khoory Automotive Division, along with senior officials, highlights the growing prominence of Chinese automotive brands in the UAE market. As UAE consumers increasingly gravitate towards advanced, competitively priced vehicles, Dongfeng’s entry signals a shift in the regional market dynamics, with Chinese automakers gaining a stronger foothold.
The launch event showcased four models catering to various consumer preferences. The SHINE sedan offers a blend of technology and comfort, ideal for city use, while the SHINE MAX provides luxury and high performance for professionals. The AX7, a versatile SUV, is designed for the diverse terrains of the UAE, and the MAGE SUV delivers a powerful and dynamic driving experience suited for urban lifestyles.
Amid the rapid global growth of Chinese automakers, Dongfeng’s arrival in the UAE aligns with the rising demand for innovative, value-oriented vehicles. The UAE market, traditionally dominated by Western and Japanese brands, is experiencing a shift as consumers seek more affordable, tech-focused alternatives.
“The launch of Dongfeng in the UAE represents a pivotal moment for both brands, signaling a transformative phase in the region’s automotive landscape. These models offer cutting-edge technology, exceptional performance, and unmatched value for discerning customers. Together, we aim to redefine the automotive experience,” stated Mr. Saj Jabbar, General Manager of M.A.H.Y. Khoory Automotive Division.
This partnership also marks M.A.H.Y. Khoory’s return to the automotive industry, leveraging its extensive market knowledge. As the exclusive distributor of Dongfeng in the UAE, M.A.H.Y. Khoory is dedicated to providing top-tier automotive solutions that meet the evolving needs of the local market.
The Dubai showroom is the first step in a broader expansion plan, with future dealerships and service centers set to open nationwide, ensuring comprehensive access to Dongfeng’s diverse range of vehicles.
“Our collaboration with Dongfeng underscores our commitment to delivering innovative automotive solutions tailored to the unique demands of the UAE market. We look forward to the opportunities this partnership will create,” added Mr. Jabbar.
With over 60 million vehicles sold worldwide, Dongfeng is renowned for its expertise in crafting high-performance, innovative cars. The UAE provides an ideal platform for the brand to demonstrate its technological prowess and commitment to quality, with further expansion plans on the horizon to meet the region’s evolving needs.
