In a major step towards expanding its presence in the Middle East, Chinese automotive manufacturer Dongfeng Motor Corporation has officially entered the UAE market. The brand opened its first showroom in Dubai on 16th October 2024, in partnership with M.A.H.Y. Khoory, unveiling four flagship models—two sedans, the SHINE and SHINE MAX, and two SUVs, the AX7 and MAGE.
The event marked Dongfeng's foray into the region, with an inauguration ceremony led by Mr. Salahuddin Sharafi, Chairman of M.A.H.Y. Khoory. The event was attended by senior officials from the group, including Group CEO Mr. Shabbir Haideri and General Manager of the Automotive Division, Mr. Saj Jabbar. This move underscores the growing interest in Chinese automotive brands in the UAE, as local consumers increasingly look for high-tech, affordable alternatives to established Western and Japanese brands.
Four Flagship Models
The four models cater to a wide range of customer preferences:
- The SHINE: A sleek sedan with advanced safety features and a focus on city driving comfort.
- The SHINE MAX: A luxury sedan aimed at professionals, combining high performance with premium styling.
- The Dongfeng AX7: A versatile SUV built to handle the UAE’s diverse terrains, making it ideal for adventure and off-road enthusiasts.
- The MAGE SUV: This model offers robust driving capabilities and targets cosmopolitan drivers seeking a dynamic driving experience.
A New Chapter for M.A.H.Y. Khoory
M.A.H.Y. Khoory’s return to the automotive sector is significant, with the company becoming the exclusive distributor of Dongfeng vehicles in the UAE. The partnership highlights their commitment to bringing innovative, world-class automotive solutions to the local market. Mr. Saj Jabbar, General Manager of M.A.H.Y. Khoory’s Automotive Division, commented on the importance of this collaboration, stating, “Together, we are poised to reshape the automotive landscape.”
Future Expansion
The Dubai showroom represents the first step in Dongfeng’s broader strategy for growth in the UAE. Future plans include additional dealerships and service centers across the country, making Dongfeng’s range of vehicles more accessible to a wider audience. This entry into the UAE market also aligns with the increasing global demand for technologically advanced, value-driven vehicles from China.
Dongfeng has sold over 60 million vehicles globally and is recognized for its expertise in producing high-performance, innovative cars, including New Energy Vehicles (NEVs). With its entry into the UAE market, the brand looks set to further enhance its global reputation.
Stay tuned to carprices.ae for more updates on this exciting development and other automotive news.
