- 1. User Demographics
- 2. Car Purchase Preferences
- 3. Car Purchasing Process
- 4. After-Sales Service
- 5. Focus on Chinese Automotive Brands
- 6. Conclusion
Understanding local consumers is a cornerstone of success for Chinese automotive brands going global—not just knowing themselves but also knowing their target markets.
In recent years, a growing number of Chinese car brands have entered the Middle East, seeking new growth opportunities. However, navigating a region with vastly different market conditions and cultural contexts from China presents a common challenge which is how to localize effectively and avoid “market rejection.”
Until now, the Middle Eastern automotive market has lacked in-depth, granular consumer research. Against this backdrop, Cartea which is classified as a leading automotive media platform in the MENA region (Middle East and North Africa) has conducted a behavioral study on car buyers in Saudi Arabia and the UAE. The study profiles consumers by gender, age, and location, and systematically analyzes their purchase motivations and after-sales needs, helping Chinese brands develop effective market strategies.
1. User Demographics
Compared with developed countries in Europe and North America, car ownership per capita in the Middle East remains relatively low. In some countries, it is significantly lower than in China, suggesting ample room for market growth.
Among survey respondents, 63.13% had not yet purchased a car. However, more than half of them expressed strong intent to buy. The high price of vehicles was the primary barrier to ownership: over 90% of those without a car cited insufficient budget as the reason, indicating that current car prices in the region have exceeded the purchasing power of a considerable segment of consumers.
Among potential buyers, men significantly outnumber women, with a gender ratio of approximately 3:1. The age distribution skews young, with the 25–34 age group making up more than one-third of the total.
Car buyer profiles also vary across countries. In the UAE, more consumers are purchasing additional vehicles, while in Saudi Arabia, first-time car buyers dominate. Among Saudis who have not yet purchased a car, over 90% plan to do so—highlighting a strong first-time buyer demand.
2. Car Purchase Preferences
Consumer demand in the Middle East reflects both common car-buying patterns and distinctive regional characteristics—such as a strong preference for internal combustion engine (ICE) vehicles, enthusiasm for sports cars, and a heightened focus on vehicle performance in extreme heat.
Primary Usage: Daily Commuting Over Off-Roading
More than half of respondents cited daily commuting as their primary reason for purchasing a car. This is closely linked to the region’s limited public transportation infrastructure.
In most Middle Eastern countries—except the UAE—public transit systems are still under development, with sparse routes and limited coverage. The challenge of the “last mile” becomes especially severe during summer, when temperatures regularly exceed 40°C. As a result, residents without cars often rely on taxis or ride-hailing services, although high costs remain a significant burden. For many, owning a private car is seen as both a necessity and a goal.
In general, most people buy cars for practical transportation needs: commuting on weekdays and traveling with family on weekends. Off-roading in the desert is not a primary use case for private vehicles.
New Cars Preferred Over Used
Over 70% of surveyed users prefer to buy new cars. This is due to more flexible financing options for new vehicles, as well as the added benefit of official warranty coverage. Although used cars come with lower taxes and fees, consumers are still more inclined to finance a new car purchase for the peace of mind and support services it offers.
Powertrain Preference: ICE Vehicles Still Dominate
Approximately 70% of respondents said they prefer gasoline-powered cars. Hybrid vehicles (HEVs) accounted for around 10%, meaning fewer than 20% of users showed interest in new energy vehicles (NEVs), including battery electric vehicles (BEVs) and plug-in hybrids (PHEVs). Among those interested in NEVs, female users were notably more represented.
Body Type Preference: Varies by Gender and Region
While sedans and SUVs are the dominant body types in the Middle Eastern market, sports cars are surprisingly popular—chosen by 14.13% of respondents, second only to sedans and SUVs.
This trend is supported by regional advantages such as low import duties on luxury vehicles. High-end cars in the Gulf region are often more affordable than the global average, and there are typically no extra taxes on luxury purchases. Combined with low fuel prices, this makes luxury and performance cars far more accessible. As a result, exotic cars from around the world are a common sight in Middle Eastern cities, fueling a vibrant car culture and influencing consumer preferences.
Vehicle preferences also vary significantly depending on country-specific factors such as policy, income levels, and climate. For example, in a comparison between Saudi Arabia and the UAE, demand for sedans is notably higher in Saudi Arabia, while the UAE sees greater interest in SUVs and sports cars. This reflects differing lifestyles and consumer mindsets: UAE consumers typically have higher disposable incomes and are more inclined toward trendy, premium lifestyles, while Saudi buyers tend to favor more practical and budget-conscious choices, especially in the entry-level sedan segment.
Local Consideration: Extreme Heat Resistance Is Critical
Given the region’s extreme summer temperatures, buyers place a high priority on heat-resistance features. These include strong air-conditioning systems, ventilated seats, and other comfort-focused amenities. Safety features such as run-flat tires and battery thermal protection are also key concerns. Additionally, long-term durability in harsh climates is a major factor in the purchase decision for many consumers.
3. Car Purchasing Process
With the rapid development of the internet, consumers in the Middle East now have more diverse channels to access car-related information, making the purchasing process more convenient than ever. However, certain fundamentals remain unchanged: reliability and affordability continue to be the top priorities when it comes to purchasing decisions.
Purchase Timeline: Generally Within 3 Months, Varies by Age Group
Car buyers in the Middle East tend to make decisions relatively quickly, with most completing the process within three months. Female consumers typically have a slightly shorter decision-making period than males. Users aged 25–34 often take longer to finalize their purchase due to indecisiveness or a broader range of options, while those aged 35–44 tend to be more decisive. These differences are directly related to how clearly consumers define their needs and how many viable models they have to choose from.
Information Channels: Digital Platforms Lead the Way
Due to the region’s harsh climate and limited entertainment options, internet usage in the Middle East is not only high but also highly engaged. Over two-thirds of surveyed users said they primarily rely on online channels to research vehicles.
Social media platforms—such as TikTok, Instagram, and YouTube—play a dominant role in shaping car purchase decisions. In fact, more users turn to automotive influencers on social media than to traditional auto websites or search engines. In the age of mobile internet, social platforms have proven more effective at reaching potential car buyers.
Key Decision Factors: Price Comes First
As with most consumers worldwide, Middle Eastern buyers are highly price-sensitive. Among respondents, 28.44% said price and promotional offers are the most important factors influencing their decisions. Overall cost of ownership, including fuel consumption and maintenance, also plays a critical role in the evaluation process.
Purchase Channels: Mostly Offline, but Online Sales Are Emerging
While the internet has reshaped how people shop for cars, the majority of users in the Middle East still prefer offline purchases. About 22% of respondents said they had completed a vehicle purchase online, but many consumers remain cautious about online transactions due to concerns over vehicle condition discrepancies, non-transparent pricing, lack of after-sales support, and other risks.
As a result, most buyers still opt to visit dealership showrooms or attend auto shows, where they can see and test the vehicles firsthand, speak with sales representatives, and feel more confident in their purchase decisions.
Payment Preferences: Loans Are Common, Down Payments Remain Low
Car buyers in the Middle East overwhelmingly prefer to finance their vehicles. More than half of the respondents said they chose to pay in installments through car loans. Notably, 58.7% of these buyers opted for down payments of less than 10%.
Low down payments and accessible loan terms significantly reduce the barrier to car ownership and help address one of the biggest challenges facing many potential buyers: limited budgets.
4. After-Sales Service
For consumers to enjoy a worry-free ownership experience, reliable and attentive after-sales service is essential. Understanding the specific needs and pain points of Middle Eastern car owners is the key to improving service quality in a targeted and effective way.
Top After-Sales Demand: Routine Maintenance
When asked which after-sales service they use most frequently, 33.99% of respondents cited routine maintenance, while 26.36% pointed to parts replacement. This highlights that consistent, dependable vehicle maintenance is the most critical service for car owners in the region.
Main Pain Point: Shortage of Spare Parts
There are three major challenges users face with after-sales services in the Middle East.
First, frequent shortages of spare parts make it difficult to obtain original factory components.
Second, long wait times are common—once a vehicle is sent for repairs, owners may be left without transportation for a week or more.
Third, unclear pricing remains a concern. Many consumers find that maintenance and repair fees are not transparently listed, leaving them uncertain whether they are being charged fairly.
Most Popular Paid Service: Routine Maintenance Packages
Compared to independent garages, consumers generally place more trust in brand-authorized dealerships when it comes to maintenance services. Among all optional paid services, routine maintenance packages are the most popular, with 35.19% of respondents willing to pay for them. Pickup and drop-off services and 24-hour roadside assistance ranked second and third, respectively—indicating that convenience and reliability are just as important as the service itself.
5. Focus on Chinese Automotive Brands
What kind of consumers in the Middle East are most interested in Chinese car brands?
In this study, we conducted an in-depth analysis of users who expressed interest in purchasing Chinese vehicles, examining their profiles, purchase preferences, concerns, and suggestions.
User Profile
More than half of the surveyed users said they would consider buying a Chinese car. This group shows a clear trend toward younger demographics, primarily first-time buyers aged 18–34. They are drawn to Chinese vehicles for their strong price-performance ratio and advanced smart technology features. Younger users, in particular, are more open to new and emerging brands.
Purchase Preferences
Users who are interested in Chinese brands also show a significantly higher inclination toward new energy vehicles (NEVs), indicating growing local recognition of Chinese EV and hybrid offerings.
Among these potential buyers, SUV preference is particularly strong—34.43% favor SUVs—reflecting a demand for practicality and spacious interiors. This preference helps explain the success of Chinese brands like Jetour and Haval, which focus on SUV segments.
Buying Process
Those who consider buying Chinese vehicles tend to have shorter decision-making timelines, with over 60% finalizing their purchase within three months. This suggests a high degree of clarity in their purchasing goals.
Before making a final decision, these users prioritize price, after-sales service policies, and user reviews. Interestingly, fewer buyers cite tech features as a top concern—despite acknowledging the advanced smart systems offered by Chinese brands. This reflects the fact that while smart configurations are appreciated, they are not the primary decision drivers. Many users need more time to fully experience and integrate smart features into their daily usage. To make intelligent functions a stronger selling point, Chinese automakers must ensure these features are well-adapted to local driving habits and real-world conditions.
When it comes to final decisions, price, user reviews, and brand reputation weigh most heavily. This underscores the need for Chinese brands to not only offer competitive pricing, but also invest in long-term brand building and local reputation management in order to earn consumer trust.
Notably, users interested in Chinese brands show a much stronger preference for test-driving vehicles before buying. They value firsthand experience over third-party recommendations.
In terms of payment, full upfront payments are less common. Instead, many buyers opt for leasing, which offers greater flexibility and better suits short-term driving needs.
After-Sales Service
Potential Chinese car buyers prefer to book after-sales services via phone calls or official platforms, and they show a higher willingness to pay for additional services. In contrast, those who are not interested in Chinese cars tend to use WhatsApp for bookings and are less willing to pay for extra services.
Suggestions for Improvement
Among those not currently considering Chinese cars, the lack of after-sales support is the primary concern.
28.49% recommend offering longer warranty periods.
27.27% suggest building more stable local after-sales networks, improving reliability and enhancing the overall ownership experience.
In terms of product localization:
45.91% of users believe Chinese vehicles should improve air conditioning performance and battery capacityto withstand the extreme summer heat.
28.30% would like to see the addition of Arabic-language voice assistants, making voice control features more user-friendly.
As Middle Eastern families often have multiple children, 20.76% of respondents hope Chinese cars will offer more child seat anchor points, catering to family-oriented users.
6. Conclusion
Young men make up the majority of Middle Eastern automobile users. Their main reason for buying a car is to get to work every day, and they prefer new cars, sedans, SUVs, and gasoline-powered vehicles. However, the market for new energy vehicles has developed.
Just 40% of consumers actively request test drives during the car-buying process. Price sensitivity is high, and notable trends include worries about overspending, reliance on loans or installments, low down payments, and problems with online channels' credibility. The most popular offline channels for purchases are still authorized stores and showrooms.
The primary need for after-sales service is maintenance. Long wait times and shortages of parts are major problems. Nearly half of users think about service types before making a decision, and nearly 80% of users accept paid value-added services.
Purchase intent in the Middle East shows an obvious age divide, with younger groups (particularly those aged 18 to 34) displaying stronger preference, making quick decisions in favor of NEVs and flexible payments, while older groups show lower purchase intent, making cautious decisions, insisting on gasoline-powered vehicles, and making outright purchases. Middle Eastern market acceptance of Chinese vehicles has surpassed 50%.
The advantages of Chinese cars are their smart technology and high cost-performance ratios, but they also have three major problems: poor after-sales coverage, low brand trust, and poor local adaptation. Of these, improving A/C output and battery capacity for extreme heat is the most important localization requirement.
Future enhancements must prioritize building brand trust, expanding the after-sales network, and optimizing digital experiences for younger users.
