Al Ghurair Motors Drives Ahead With Exeed In The UAE
Dealer To Acquire Additional Auto Brands
Al Ghurair Motors, the automotive division of the Dubai-headquartered Al Ghurair conglomerate, is on a mission to enhance its nascent passenger car portfolio after having acquired the exclusive dealership rights in the United Arab Emirates (UAE) for Exeed – the premium automotive brand of Wuhu, China-headquartered Chery Automobile.
The strategic alliance between Al Ghurair Motors and Exeed marks a seismic shift for both parties, affirming the joint commitment to staying at the forefront of innovation and excellence in the automotive sector.
The collaboration also propels Al Ghurair into the UAE’s crowded and competitive passenger car segment, dominated by ever-evolving consumer preferences.
In an exclusive interview with ‘Middle East News 247’ at the 2024 Exeed International Dealer Annual Conference held in Wuhu, Anhui Province, China (April 27-30), Ricky Mullins, Senior Vice President (Business) of Al Ghurair Motors, said: “Our diverse automotive portfolio includes service centres, a dedicated body shop and repair facility, and a commercial vehicle dealership.
“However, we lacked a passenger car brand. Recognising this segment’s potential, we have embarked on a long-term strategy to introduce several passenger car brands in the UAE market. Exeed, with its unique offerings and international presence, was the perfect fit for our vision, and we are proud to have launched our passenger car initiative with Exeed.”
Pedigree Status
Exeed, a rising star in the international automotive scene, is backed by world-renowned state-owned Chery Automobile, headquartered in Wuhu, China. The giant group manufactures four passenger and commercial vehicle brands – Chery, Exeed, Omada, and Jaecoo – distributed in China and globally.
The Exeed range is available in the UAE, Saudi Arabia, Kuwait, Qatar, Kazakhstan, Russia, and Chile.
Exeed’s entry into the UAE market was not a hasty decision but a meticulously planned strategy over two years.
Al Ghurair, with its deep understanding of the domestic market, aligned its strategic vision with Exeed’s. This careful planning and consideration ensures the partnership’s success and ability to meet UAE automotive customers’ preferences.
The emphasis on branding, international expansion, and a product lineup focused on NEVs (new energy vehicles) and SUVs resonated deeply with Al Ghurair Motors’ long-term passenger car segment penetration strategy in the UAE.
“We wanted a brand focused on what we have today and future mobility, too. We currently have ICE (internal combustion engine) and are entering NEVs towards the end of 2024. We will thus cover all consumer bases in the UAE market,” said Mullins, who was visiting Beijing, Wuhu, and Shanghai as a VIP global dealer guest of Exeed International.
UAE Focus
In a brief analysis of the UAE automotive market from his seasoned perspective, Mullins stated: “The UAE automotive market—known globally for its rapid adoption of new technologies—is witnessing a radical shift towards plug-in hybrid electric vehicles (PHEV) as consumers increasingly embrace hybrid cars.
“The UAE has the most robust charging infrastructure for e-mobility in the GCC [Gulf Cooperation Council] region. The UAE government is committed to new energy mobility as part of the UAE Green Strategy 2030. initiative. With the UAE government’s initiatives and subsidies driving the growth of electrification, the market is witnessing organic growth in this direction.
“Beyond that point, it is not all about what the UAE government does or wants. It is also about UAE residents’ commitment to shifting from legacy ICE usage to more sustainable personal mobility. Of course, this push towards sustainable mobility by the UAE government and the general population needs wide charging infrastructure support. We see this journey is still unfolding and progressing as we move towards 2030.”
The Tide Turns
Mullins added: “We have seen a few legacy automotive brands [European, Japanese, and South Korean] dominate the ICE market for the past ten years. However, new technologically advanced Chinese players are breaking ground and aggressively pushing an electrification/hybrid agenda. This direction is taking hold but still has a way to go.”
“When it comes to new energy mobility, we can see that hybrids are maturing strongly. Private consumers are interested in electrification. However, we must take customers on a consultancy journey to ensure that hybrid fits their lifestyle.”
Addressing the misconception that Made in China denotes inferior quality and low prices, Mullins emphasised the importance of customer engagement and experience in correcting this misconception.
“When customers engage with us in a discussion about this angle and look at our product, we take them through a curated sales journey. One key point in that journey is that the customer must test-drive the Exeed car of their choice.
“By providing potential Exeed buyers with comprehensive test drives and ensuring robust post-purchase support—such as a seven-year/200,000km warranty, seven-year roadside assistance, and seven-year service—we are extraordinarily successful in dispelling customers’ ill-founded concerns and notions about Exeed being a Chinese entity.
360-Degree Support
“We have extensive automotive infrastructure, ranging from a strong parts supply chain to a motor insurance agreement with Sukoon Insurance, so the Exeed customer is covered in all respects.
“Our solid reputation as a well-respected and well-established family-owned organisation in the Middle East region also is a big deciding factor in our customers’ minds – giving them the confidence and assurance they seek from us as the dealer of Exeed,” said Mullins.
He added: “Once a customer has test-driven an Exeed car with us, that is a major tick in the box. The distributor’s name [Al Ghurair] also plays a significant role in the local market as customers seek that confidence.”
In answer to a query about Exeed’s customer profile in the UAE, Mullins highlighted the results of a survey conducted in 2022. The findings revealed a balanced demographic among most nationalities, primarily aged 35 to 45, mostly family-oriented.
“The response to the brand has been positive, with a growing confidence observed among all demographics,” Mullins added.
Showrooms’ Network
Al Ghurair Motors’ focus for the rest of 2024 and into 2025 includes expanding the Exeed showroom network across the UAE and introducing new Exeed models, including full electrification and hybrid vehicles, to cater to evolving consumer needs.
The dealer operates one Exeed showroom in Dubai and another one in Abu Dhabi. Later this month, a third premium showroom will open alongside the arterial Sheikh Zayed Road in Dubai. Showrooms for Sharjah and Ras Al Khaimah, which form part of the Northern Emirates, are also in the pipeline.
“We currently offer customers four Exeed premium models—VX, TXL, LX, and RX. We will also launch two additional fully electrified models. Plus, we are getting into the trending hybrid vertical with a RX PHEV. That is an essential car for us. Then, as we move forward, we will get into more plug-in hybrids across the range.”
For Mullins, challenges in the UAE automotive market include “navigating the transition towards NEVs and increasing competition from increasingly assertive Chinese brands”.
However, despite these key market challenges, Al Ghurair Motors remains optimistic about its growth trajectory and market position in the UAE.
Key Leverages
Mullins acknowledged that the company leverages its commitment to customer satisfaction, robust infrastructure, and strategic partnerships to drive growth in the dynamic UAE automotive landscape.
Mullins and Ketan Shetty, Vice President (Marketing and Business Development) of Al Ghurair Motors, attended the 2024 Beijing International Automotive Exhibition (Auto China 2024), where they, accompanied by Leo Dai, Country Director of Exeed UAE, witnessed Exeed’s latest technological advancements first-hand and also participating in the exclusive global premiere of Exeed’s latest models, including the all-new Exlantix ES EV (2025 sedan) and the E08 (concept MPV).
The highly anticipated and superbly organised 2024 Exeed International Dealer Annual Conference was held under the theme ‘New Energy, New Ecology, New Era’ theme in Wuhu and parallel with the 2024 Beijing International Automotive Exhibition (Auto China 2024).
Summing up his visit to the globally significant auto show, Mullins stated: “The event presented a unique opportunity to explore emerging automotive trends at the international level and gain insights into the strategies of key industry players.”
Al Ghurair Motors clinched three prestigious dealer awards at the 2024 Exeed International Dealer Annual Conference. The ‘Top Exceeder,’ ‘Forerunner,’ and ‘Best Cooperation’ awards were presented to Al Ghurair Motors’ representatives on April 29, 2024, in Wuhu.
Al Ghurair Motors was recently publicly revealed as the parent company of Dubai-based AG Auto, a business subsidiary involved in auto trading, dealerships, spare parts trading, multi-brand auto service, and vehicle testing centres. AG Auto was the initial customer-facing entity representing the Exeed dealership in the UAE market.
The 64-year-old Al Ghurair conglomerate, which Al Ghurair Motors is affiliated with, operates in food, resources, properties, construction, energy, mobility, and ventures.
Featured image: Ricky Mullins at the Exeed pop-up pavilion at the Chery group’s headquarters in Wuhu, Anhui Province, China, on April 29, 2024. Credit: Arnold Pinto
