Innovation, Technology, Customer Service and Development Prospects of Dongfeng Motors in the UAE Automotive Market

Interview with Saj Jabbar, General Manager, Automotive Division of Dongfeng Motors – M.A.H.Y.Khoory

Dongfeng Motors has been rapidly expanding globally. Can you tell us about the unique value Dongfeng brings to the UAE automotive market, and how it distinguishes itself from other global and Chinese brands?

Dongfeng Motors brings a unique blend of advanced technology, reliability, and affordability to the UAE market, offering vehicles that combine performance with modern design and innovation. Our focus on quality and durability aligns well with UAE consumer expectations, especially given the demanding climate and driving conditions. Unlike some brands that focus solely on affordability, Dongfeng strikes a balance with high-quality materials, robust engineering, and feature-rich vehicles that appeal to a wide range of customers, from families to business professionals. We’re here not only to compete but to set new standards for Chinese automotive brands in the region.

As we see more Chinese automakers gaining popularity, what specific strategies is Dongfeng employing to capture the attention of UAE consumers, and how do you foresee the demand for Chinese vehicles evolving here?

We recognise that UAE consumers are highly informed and seek real value and quality in their purchases. To capture this attention, we focus on three main strategies: first, offering a portfolio that meets diverse consumer needs, from efficient city cars to spacious SUVs; second, driving brand awareness through test-drive opportunities so customers can experience the Dongfeng difference firsthand; and third to ensure excellent customer service, recognise the quality and value offered by brands like ours, and we’re committed to enhancing this reputation even further in the UAE.

Innovation and technology are crucial for today’s automotive industry. What advanced features or innovations does Dongfeng focus on to align with the UAE’s tech-savvy consumer base, and how is the brand preparing for the future of electric and sustainable vehicles?

Dongfeng is deeply committed to technological innovation and sustainability. We integrate advanced features such as AI-driven safety systems, smart connectivity, and optimised fuel efficiency across our models, all which appeal to the UAE’s forward-thinking and tech-savvy consumers. Our lineup includes cutting-edge infotainment systems and driver-assist technology that enhances both safety and convenience. Looking ahead, we are also committed to expanding our range of electric vehicles. We’re actively working on future-ready solutions that will cater to the UAE’s growing interest in sustainable transportation, as we aim to be a leading player in the segment within the next few years.

Customer experience is key to winning market loyalty. How does Dongfeng ensure a high standard of customer service and after-sales support here in the UAE, and what can buyers expect in terms of long-term vehicle reliability and service?

We know that exceptional customer service builds trust and loyalty, at Dongfeng we’re establishing fully-fledge service centres across the UAE, staffed by highly trained teams that provide consistent, high-quality support. Buyers can expect clear communication, quick service turnaround, and access to our extensive after-sales support programs. We also provide extended warranties and service packages to ensure that customers experience long-term reliability with their vehicles. Our goal is to offer an ownership experience that is as seamless and satisfying as our vehicles are reliable, giving buyers confidence in both the brand and their investment.

 Finally, as Dongfeng looks to solidify its presence in the UAE, what are your goals for the next few years in terms of market share, product lineup, and contribution to the UAE’s evolving automotive landscape?

Over the next few years, Dongfeng aims to become a household name in the UAE by expanding our market share significantly. We plan to achieve this by broadening our product lineup to meet the unique needs of this diverse market, introducing more electric and hybrid options, and continuously improving our customer service. Our goal is not just to sell cars but to make a meaningful contribution to the UAE’s evolving automotive landscape by supporting the country’s sustainability goals and setting benchmarks in affordability, quality, and innovation. We are excited to be part of this journey and look forward to growing with the UAE community.