Retail expansion is being matched by investment in technical expertise, aftersales capabilities and digital infrastructure
The event featured a ribbon-cutting ceremony headed by Dr. Amina Al Rostamani, Group Chief Executive Officer, AW Rostamani Group; Khalid Al Rostamani, Executive Chairman, AW Rostamani Group; Zhang Guibing, President, Chery International; Tim Zhang, General Manager, Chery International Middle East; and Zaher Sabbagh, Director, Chery UAE, headed the ribbon-cutting ceremony.
The occasion also provided an opportunity for the leadership teams of AW Rostamani Group and Chery International to reaffirm their shared vision for the future of Chery in the UAE, discuss future collaboration opportunities, and explore plans for upcoming model launches and the brand’s continued expansion across the market.
Expansion
The Deira showroom reflects the pace of Chery UAE’s growth as the company expands both its market reach and operational capabilities. It brings Chery’s latest SUV, sedan, and hybrid lineup closer to customers across the UAE, offering further access to personalised consultations and test-drive opportunities.
Chery UAE’s physical expansion is backed by parallel investment in technical and aftersales capabilities, including the expertise needed to service its growing hybrid portfolio. Through AWR Automotive’s newly inaugurated Automotive Academy facility in Abu Dhabi, Chery UAE teams have access to dedicated training for technicians, service advisors, sales professionals and operational teams. In 2025, the Academy delivered 3,361 training man-days across 359 sessions.
Digital retail offering
The company has also recently strengthened its digital retail offering with the launch of its 360° Virtual Showroom, allowing customers to explore vehicles online before progressing to personalised consultations, test drives and purchases through Chery UAE’s physical network.
“The opening of our Deira showroom reflects the momentum Chery has built in the UAE and our confidence in the market’s long-term potential. As we lead the shift to hybrid technology, expanding our retail presence gives more customers the opportunity to explore our latest hybrid models and innovations,” stated Sabbagh.
Growth
Driving this growth is AWR Automotive’s more than 70 years of experience in the UAE automotive sector, providing the local market knowledge, infrastructure and operational expertise underpinning Chery’s development in the country.
Together, the expanded retail network, workforce development and digital investment reflect Chery UAE’s ambition to deliver an increasingly connected, accessible and customer-focused ownership experience.
