Chery UAE Powers Ahead with Award-Winning SUVs and Expanding Presence

Abu Dhabi : Leading Chinese automaker Chery, since its debut in late 2023, has been making steady progress in the UAE’s automotive scene. Since its arrival less than two years ago, Chery has considerably upped the ante by introducing an elegant, tech-laden and appealing product offensive of SUVs. We take a look at the brand's journey globally and how it is likely to unfold in the Middle East.

Global Journey: From Wuhu to the World

Born in 1997 in Wuhu, China, Chery Automobile Co. isn’t just another carmaker—it’s a trend-setter. With a clear focus on offering the most relevant product at an affordable price, Chery has built a global brand by selling over 9 million vehicles worldwide. The company has been intensely focused on innovation, with R&D hubs in China, Germany, the US, and Brazil, backed by a team of over 5,500 experts. For 18 years straight, it’s been China’s top passenger vehicle exporter, reaching over 80 countries. 

Eyes Middle East Market, Join hands with AW Rostamani

Chery, with global ambitions, is attracted towards the growing Middle Eastern market and sets its sights on the huge growth potential. To ride the potential opportunity, the automaker has forged a partnership with the renowned local business group AW Rostamani Group, which possesses decades of experience in the automobile industry.

Making its official entry in October 2023, Chery UAE takes on formidable rivals from Japanese, Korean and European. And, within a short period, the brand has successfully hit a chord with local car buyers and sold over 2,000 vehicles, with the TIGGO 8 luxury SUV emerging as the most popular SUV, preferred by young buyers in the UAE market. 

To keep up with the brand promise and excitement, Chery took a plunge in retail expansion and opened three modern outlets in Dubai, Abu Dhabi, and Sharjah, along with three well-equipped service centres to support customers in after-sales service. The company also invested in the Middle East’s largest spare parts hub near Jebel Ali, to make sure every car is attended without delay and no driver’s left waiting. This bold move shows Chery’s all-in on the UAE.

TIGGO SUV Offensive: Style, Tech, and Comfort in One Package

Chery’s UAE product portfolio comprises only SUVs that promise a fulfilling ownership experience. Starting from the Chery TIGGO 4 PRO compact, affordable choice to the TIGGO 7 PRO MAX mid-size flair. The TIGGO 8 PRO PLUG-IN HYBRID comes with sustainable power, while the TIGGO 8 PRO MAX is a family SUV. Taking a step further, the brand has introduced its flagship Chery TIGGO 9, the latest to join its offering in the UAE market, which promises elegance and muscle, packed with cutting-edge features for entertainment, comfort, convenience and safety.

Commitment to the market and future growth

Chery UAE plans to expand further and deeper into the Northern Emirates by investing in retail footprinting and service centres closer to the customers. The automakers also intend to expand their product offering beyond the SUVs by bringing compact sedans to the market, with a goal to address wider customer segments. With a strong and longer-term commitment to the market and support of its local partners, AW Rostamani, Chery aims to become the most preferred brand in the UAE market by offering the most innovative, affordable, and high-quality vehicles to UAE buyers.