UAE is a significant automotive market that Dongfeng wants to steer right into
4 models launched this week
Dongfeng Motor Corporation is a state-owned automobile manufacturer headquartered in Wuhan, Hubei, China. Founded in 1969, it ranks among China’s ‘Big Four’ state-owned car manufacturers, with 671,000 vehicle sales in 2023.
Following its slogan of ‘Drive Your Dreams,’ Dongfeng’s sales trajectory grew from zero to ten million units in 40 years and leapt to 60 million in just 15 years. The company’s significant role in advancing China’s automotive industry, particularly in new energy vehicles (NEVs), is a testament to its prowess and innovation.
With total assets of $71.7 billion and a workforce 121,000, Dongfeng has produced 60 million vehicles. In 2023, it sold 2.42 million vehicles, generating $56.4 billion in revenue and achieving the 188th position on the Fortune 500 list. Its extensive product range includes sedans, SUVs, crossovers, and various NEVs like hybrids and all-electric vehicles.
Exclusive dealership
MAHY Khoory Automotive, the automotive division of the UAE-based MAHY Khoory group of companies, recently acquired the dealership rights for Dongfeng vehicles in the United Arab Emirates (UAE) and has since launched four economically priced flagship models: the Shine, Shine Max, AX7, and Mage.
The Shine and Shine Max sedans, with their exceptional comfort and advanced technology, and the AX7 and Mage SUVs, offering versatility and rugged performance, are designed to provide a thrilling driving experience for our customers, ensuring they feel both reassured and excited about their purchase.
In an exclusive interview on October 8, 2024, at the official launch ceremony of the first Dongfeng showroom in the UAE, located at Al Khabaisi Street in Dubai City, Saj Jabbar, General Manager for Dongfeng at MAHY Khoory Automotive, shared his thoughts on Dongfeng officially entering the UAE market.
Excerpts from the interview:
Why did MAHY Khoory Automotive acquire the Dongfeng vehicles dealership in the UAE?
The UAE market is a significant one for us. It is a growing market with a strong demand for quality vehicles, and we believe our range of well-built vehicles, including upcoming electric models, will be well-received in the country. Dongfeng is not a new startup. The company was established in 1969 and has a rich history in the automotive manufacturing industry.
Dongfeng produces vehicles for major automotive brands like Nissan, Honda, and Citroën and has sold over 60 million units worldwide. Dongfeng’s decision to expand into the UAE automotive market is driven by a desire to tap into a growing market and introduce a range of well-built vehicles, including upcoming electric models.
When will Dongfeng electric vehicles hit the UAE market?
We are bringing Dongfeng electric models from later this year to early next year. Initially, we will focus on range-extended electric vehicles, as they align better with the current infrastructure in the UAE.
How do you differentiate Dongfeng from other automotive brands in the highly competitive UAE automotive market?
Quality is our foremost priority. We are also setting up one of the most extensive after-sales facilities for any Chinese automotive brand in Dubai, spanning 14,000 square feet.
This, coupled with our regional spare parts facility, ensures prompt and excellent customer service and addresses customers’ pain points with Dongfeng vehicles; providing them with a sense of security and peace of mind.
Who are Dongfeng’s target customers in the UAE?
We target young people, precisely those aged 20 to 45. Our cars are designed to be colourful and joyful, appealing to a youthful demographic that appreciates modern specifications and premium technology.
We believe that this demographic, often looking for their first or second car, will enjoy our focus on quality, affordability, and modern features.
There is a perception about the quality of vehicles made in China. How do you plan to address this?
Dongfeng has a proven record of accomplishment and partnerships with more than ten leading automotive manufacturers. We also offer a six-year, 100,000-kilometre warranty, reinforcing our commitment to quality and service.
Our extensive after-sales support will also help dispel concerns, ensuring our customers across the UAE feel confident and secure in their purchase.
Will MAHY Khoory Automotive acquire other automotive brands in the future?
Yes, we are already discussing with other brands to expand our automotive portfolio rapidly.
What is the price range for Dongfeng vehicles in the UAE?
Our pricing starts at AED49,900 and goes up to AED85,000. In our newly opened showroom in Dubai, we currently offer two sedans—Shine and Shine Max—and two SUVs—AX7 and Mage.
Featured image: Saj Jabbar, General Manager for Dongfeng at MAHY Khoory Automotive, says quality trumps at Dongfeng. Credit: Arnold Pinto
Last Updated on 3 months by Arnold Pinto
