On December 9, 2025, at the BRIDGE Summit, the Careta booth was honored to invite Mr. Saj Jabbar from M.A.H.Y. Khoory Company— the general agent of Dongfeng Motor in the UAE— to the stage for an exclusive interview. This interview focused on topics such as Dongfeng Motor's channel development, brand building, and promotion initiatives in the UAE. The full interview transcript is as follows:

Q1：First, regarding the strategic partnership between M.A.H.Y. Khoory and Dongfeng Motor, how would you define this collaboration from both sides?

Mr. Saj Jabbar:For us, Dongfeng is an extremely important partner. It is currently the largest brand we are cooperating with. As you know, Dongfeng is one of China's leading automotive manufacturers, and we are honored to be part of its development. We have long-term plans for Dongfeng in this region.

Q2：What do you think about the collaboration between M.A.H.Y. Khoory and Dongfeng's automotive division?

Mr. Saj Jabbar:It's a very good decision that brings significant brand exposure. Absolutely—it was a highly strategic move for us to partner with Dongfeng. While Dongfeng has a long history in China, it's a promising new brand in this region. We started this collaboration last year. Interestingly, M.A.H.Y. Khoory is 96 years old, and Dongfeng has a 56-year legacy in China—both have a wealth of experience. M.A.H.Y. Khoory is new to the automotive sector here, and Dongfeng is new to this region, but we are both eager for success.

Q3： What do you see as the biggest opportunity for new energy vehicles (NEVs) in the Middle East?

Mr. Saj Jabbar:As you know, the growth of electric cars over the past five years has been tremendous. That growth accelerated significantly later, but the adoption of full battery electric vehicles (BEVs) has been a bit slow, mainly due to the obvious lack of sufficient infrastructure. Of course, the government is investing heavily in this area. However, the Middle East has the perfect market environment for range-extended electric vehicles (REVs). We were the first to launch this technology in UAE, and it has been performing well.

Q4：How does Dongfeng view this opportunity?

Mr. Saj Jabbar: Dongfeng launched the Dongfeng 007Bahrain Dongfeng 007Egypt Dongfeng 007KSA Dongfeng 007Kuwait Dongfeng 007Oman Dongfeng 007Qatar Dongfeng 007UAE Dongfeng 007, which adopts a new concept in electric vehicles—range-extended technology. Now other companies are also following suit, but we were the first to launch it here in UAE. To clarify: the Dongfeng AX7Bahrain Dongfeng AX7Egypt Dongfeng AX7KSA Dongfeng AX7Kuwait Dongfeng AX7Oman Dongfeng AX7Qatar Dongfeng AX7UAE Dongfeng AX7 is a gasoline-powered model, while the 007 is a petrol-electric range-extended vehicle. It differs from conventional hybrids or plug-in hybrids. In REV technology, the engine only serves as a generator to charge the battery. So at all times, the vehicle operates as an electric vehicle.

Q5：M.A.H.Y. Khoory has established a 3S center in Abu Dhabi, right? Are there plans to further expand the service network?

Mr. Saj Jabbar: Yes. When we launched this last year, we have established the largest after-sales facility for any Chinese automotive brand in Dubai. our service center in Abu Dhabi is ready. It's a 3S facility integrating a service center and a showroom, and we plan to launch it by the end of this month.It's a standalone 45,000-square-foot after-sales center dedicated to a single brand. This has laid a solid foundation for our current and future long-term plans. We have been performing exceptionally well, especially over the past few months, with impressive after-sales service volume. We anticipated early on that Dongfeng would become a successful brand, so we invested in this facility ahead of time—and it's definitely paying off now.

Q6：How do local customers perceive Dongfeng's electric vehicles in terms of user experience?

Mr. Saj Jabbar: Dongfeng has strong R&D capabilities, especially tailored to this region. All the models you see on the road here have undergone 3 to 6 months of local market testing. The Middle East has extremely high temperatures, which can affect battery performance. That's why we conduct these tests—to ensure the battery has adequate cooling to prevent overheating, and to guarantee optimal battery range even during summer. Our market demands, local tastes, and culture are different—they share some similarities with other markets like India, but are ultimately unique.

Q7:What key challenges need to be addressed to successfully promote electric vehicles in the Middle East?

Mr. Saj Jabbar: The government has made considerable efforts to build EV infrastructure, but there are still some regulatory challenges that are being addressed. The biggest need is for faster charging—more DC fast-charging stations are crucial. As everyone is busy and values time, fast charging allows our vehicles to recharge in 15 to 20 minutes. The region has the infrastructure capacity to support this, and I believe we will see significant changes in the next few months to a year, with more DC fast-charging stations becoming available.

Q8:As a brand, might Dongfeng face challenges related to brand competition and consumer trust in the Middle East? What strategies does M.A.H.Y. Khoory have to strengthen Dongfeng's brand image in the market?

Mr. Saj Jabbar: That's a valid concern. Dongfeng was not as well-known in the region before, but now, together with M.A.H.Y. Khoory, we are investing heavily in marketing activities. We are conducting promotions in shopping malls, organizing outdoor events, and running social media campaigns. Additionally, we will make substantial investments in brand promotion in the next few months.

Q9：When introducing Dongfeng vehicles, what pricing strategies, financial solutions, or leasing plans do you intend to offer?

Mr. Saj Jabbar: Our long-term strategy is not focused on short-term profitability. For promotions, we are offering unique benefits that no other brand in the market provides: free insurance, 3-year interest-free loans (we partner with multiple banks and cover the interest ourselves), 3 years of free maintenance, and 6 years of warranty—everything is included. We also plan to offer customized financial options to meet individual customer needs.

Q10:Given the unique local conditions in the Middle East, such as high temperatures and long-distance driving, are there any limitations to the features of localized and adapted models like the AX7 and 007?

Mr. Saj Jabbar: As I mentioned earlier, all models launched here have undergone rigorous local testing and adaptation. For example, we offer off-road-specific configurations, including sand-proof and dust-filtering features, to suit the region's environment. There are no major limitations—we ensure the models meet local demands.

Q11:Over the next three years, what expansion plans does M.A.H.Y. Khoory have for sales and network in relation to Dongfeng?

Mr. Saj Jabbar: We have a very aggressive plan. In just 5 to 6 months, we have achieved significant progress, and we are launching new initiatives this month. We will continue to expand rapidly across the region.

Q12: What do you think the professional automotive sector can do to enhance the safety reputation of Chinese automotive brands in the Middle East?

Mr. Saj Jabbar: I believe the professional automotive sector can greatly influence the perception of Chinese brands in the region. We are already in discussions to establish pragmatic partnerships, and you will see more collaborative efforts in the future.

Q13: Mr. Saj Jabbar, as the general manager of M.A.H.Y. Khoory, what is your vision for Dongfeng in the Middle East over the next 5 years?

Mr. Saj Jabbar: Personally, with the support of my team and Dongfeng, I aim to elevate Dongfeng into a top-tier Chinese automotive brand in the Middle East. We are currently laying the foundation for this goal, and I believe that within 5 years, Dongfeng will be well-positioned to become a leading brand in the region.