Great Wall Motor has opened its largest showroom outside China on Sheikh Zayed Road in Dubai, inaugurated by the Saeed Juma Al Naboodah Group, the marque’s authorised UAE distributor.
The showroom displays more than ten models from the group’s range, covering the Haval, Tank and Poer marques — three different segments: family SUVs, off-roaders and pickups.
Choosing Sheikh Zayed Road is not a property detail. Over the past two years the road has become the actual shop window for Chinese marques in the Gulf: Lynk & Co opened its flagship there, and Omoda and Jaecoo opened their seventh UAE showroom there.
Sheikh Zayed Road has become the actual shop window for Chinese marques in the Gulf.
The implication is that these marques are no longer content with a presence in traditional dealership districts; they are paying for location to establish their image in front of the same audience German and Japanese marques target.
The showroom includes family-oriented facilities including a café and a children’s play area, and opened at an event attended by government officials including the UAE’s minister of foreign trade.
The practical test for the buyer remains what sits behind the frontage: the number of the distributor’s approved service workshops, parts inventory, and appointment waiting times in peak season.
