- Key representatives of AW Rostamani Group, Chery International, Chery International Middle East, and Chery UAE headed the ribbon-cutting ceremony.
- Deira becomes Chery UAE’s sixth showroom, following recent openings in Ras Al Khaimah and Fujairah as the brand rapidly expands its physical footprint across the country.
- Retail expansion is being matched by investment in technical expertise, aftersales capabilities and digital infrastructure, reinforcing Chery UAE’s long-term commitment to the market.
Dubai, UAE – September, 2026: Chery UAE, part of AWR Automotive, inaugurated today its sixth showroom in the UAE, located in the heart of Deira, adding a new facility to its network across Dubai, Abu Dhabi, Sharjah, Ras Al Khaimah and Fujairah, and further strengthening its nationwide retail network while supporting growing customer demand for the brand’s expanding vehicle lineup.
The event featured a ribbon-cutting ceremony headed by Dr. Amina Al Rostamani, Group Chief Executive Officer of AW Rostamani Group; Mr. Khalid Al Rostamani, Executive Chairman of AW Rostamani Group; Mr. Zhang Guibing, President of Chery International; Mr. Tim Zhang, General Manager of Chery International Middle East; and Mr. Zaher Sabbagh, Director of 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.
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. The showroom’s location in Deira also strengthens the brand’s coverage of Dubai and provides greater accessibility for customers in one of the city’s established automotive districts.
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.
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.
Zaher Sabbagh, Director of Chery UAE, said: “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. At the same time, we are investing equally in the people, service capabilities and digital tools needed to serve our growing customer base. Our focus is on building a sustainable business that delivers a consistent, high-quality experience across every customer touchpoint.”
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.
About Chery:
Since its establishment in 1997, Chery has adhered to technology-driven development, with its overarching vision of building an auto brand with international competitiveness and influence. Relying on the continuous pursuit of technological innovation, Chery stands as the first Chinese passenger car company to export complete vehicles, CKD parts, engines, manufacturing technology and equipment to the global market.
Through implementing product, localization, and talent strategies, the brand now covers more than 80 countries and regions with over 13 million users, ranking first in exports of Chinese brand passenger cars for 21 consecutive years. Chery also became the best Chinese global brand builder in cars and ranked 14th on the global list, according to the 2023 Chinese Global Brand Builders Top 50.
In 2023, Chery UAE made its debut in the Emirati market through its official sole distributor, AW Rostamani Group (AWR), a leading business conglomerate with over 70 years of excellence in the UAE. This partnership combines Chery’s global brand presence and commitment to green technological advancements with AWR’s legacy of customer satisfaction and market expertise.
