Further to an extensive global expansion strategy and numerous success stories in different markets around the world, Chery – one of China’s most innovative and award-winning car brands – has made its official entrance to the UAE in October of 2023 through leading business conglomerate AW Rostamani Group.
In less than 2 years, Chery UAE has succeeded in establishing a strong presence in the country despite fierce competition from well-established Japanese brands, after gradually rolling out its tech-advanced TIGGO line-up, including TIGGO 4 PRO, TIGGO 7 PRO MAX, TIGGO 8 PRO PLUG-IN HYBRID, TIGGO 8 PRO MAX and TIGGO 9.
As of Q1 of 2025, Chery UAE had sold over 2,000 cars in the UAE, with the luxury SUV TIGGO 8 gaining the most appeal among Gen X and Millennials of different nationalities, making 93% of all Chery UAE customers. Boasting Crystal LED Headlights and a Crystal Matrix Tail Lamp for a luxurious drive; a 10-speaker Sony System, a 540° HD Panoramic Image, and an Ambient Light feature for an immersive in-car entertainment experience; a Wireless Fast Charger, a Voice Control functionality, personalized Climate Control and Queen’s Co-Pilot Seat Massage and Leg Rest for optimal comfort and convenience; and an All-Wheel-Drive System with up to 9 airbags for a smooth ride; the TIGGO 8 redefines first-class standards in every sense of the word.
Integrating many of TIGGO 8’s attractive features, the TIGGO 9 has also witnessed great demand, joining powerful performance to artistic beauty with a design that follows the golden ratio. Crafted for pure elegance, the TIGGO 9 comes with an intuitive 15.6" 2.5K HD screen, 14 loudspeakers, Zero Gravity seats, an exclusive Headrest Audio System, an ultra-comfortable driver’s seat with memory, ventilation, heating and massage modes, and up to 10 airbags, for an unmatched driving experience.
“TIGGO models offer the best of all worlds in the SUV category”, says Mr. Zaher Sabagh, Chery UAE’s Director, adding: “They deliver a perfect balance between standout design, reliable performance, high safety standards, ultimate convenience and tech-advanced experience, illustrating Chery’s commitment to delivering a truly unique driving journey.”
Backed by AW Rostamani Group’s robust automotive experience and long-standing business acumen, Chery UAE inaugurated 3 showrooms and 3 state-of-the-art service centers in Dubai, Abu Dhabi and Sharjah in the past 20 months, reflecting steadfast commitment to the Emirati market. The company also inaugurated the largest automotive spare parts distribution center in the Middle East near Jebel Ali last year.
“Chery UAE has been expanding at a fast pace, catching up with rising demand”, said Sabagh. “We have ambitious plans to further expand in the Northern Emirates, in addition to introducing new Chery models to the market, notably in the compact sedan category, while constantly evolving our customer experience to exceed expectations”, he added.
Indeed, Chery UAE has given great attention to customer experience, ensuring customers are well-informed and guided throughout the buying process and way beyond. In addition to attractive seasonal deals, the company offers payment facilities at competitive interest rates, a trade-in option, a lease-to-own program with SHIFT Car Rentals, extended warranty, roadside assistance, and a Pick-up & Drop-off car service, among other advantages that take Chery customers on a smooth ride.
Crowning Chery UAE’s ongoing efforts to achieve customer satisfaction from all standpoints, the company received the 'Future Shock Award' in 2024, a prestigious acknowledgment highlighting the brand's exceptional contributions to innovation and market performance in the country. This milestone testified to the company’s effective management practices, exemplified by the formation of a dedicated 4P team (product, price, place, and promotion), which is steadily increasing Chery’s market share.
In May of 2025, Chery UAE scored a quadruple win, reaping four distinguished awards from Chery International: The Best Dealer Award, the Full-Star Outstanding Dealer Award, the Superior Service Experience Award and the Future Ecology Award. Highlighting its strong business strategy in the UAE market, this impressive achievement denotes the company’s high sense of professionalism, outstanding sales performance, firm commitment to Chery’s core philosophy, unmatched customer service and ongoing innovation efforts.
“Passion, commitment and hard work always pay off and I am confident that this quadruple win commanding our outstanding performance, world-class customer experience, and best sustainable technology practices is just the start of an extraordinary journey for Chery in the Emirates, supported by AW Rostamani’s successful legacy, solid expertise and long-lasting experience in the market”, said Sabbagh.
Moreover, Chery UAE’s active engagement in a wide spectrum of local events and initiatives, has further enhanced its market standing, including the company’s participation to EVIS – UAE 2024 (Electric Vehicle Innovation Summit), the MENA's Largest Electric Vehicle Summit, exploring the latest in electric mobility where Chery showcased its innovative TIGGO 8 PRO PLUG-IN HYBRID model.
Additionally, the company has been socially active, showing valuable support to local communities with every rising opportunity, including recent collaborations with local police forces, Etihad Airways and Emirates Airlines. Benefiting from AW Rostamani’s 40-year heritage, Chery has become an integral part of the UAE community. The company will be launching other impactful Corporate Social Responsibility endeavors in partnership with key local market players in the near future.
Endorsing a healthier lifestyle, Chery UAE partnered with UAE-based fitness rewards app Fitze in launching the Yalla Let’s Walk Challenge, rewarding a Chery TIGGO 4 PRO to one lucky winner who completed 300,000 steps in 30 days.
Most recently, the company supported the Mandara Show Jumping Challenge held by the Mandara Equestrian Club in Abu Dhabi which honored up-and-coming riders from across the UAE competing for different prizes, including the Chery UAE – AW Rostamani Grand Prix.
What Chery UAE has managed to achieve in less than 2 years not only illustrates brand love and trust. It also reveals a deep understanding of customer needs and aspirations, solidifying the company’s positioning as a serious automotive market player that’s just getting ready to conquer the roads of the Emirates.
