Spotlight on automotive marketing: Tools of trust and transparency

Campaign ME

18 hours ago

Chinese automotive brands are having a moment in the UAE. Once seen as budget alternatives, today they're redefining the value proposition with smarter tech, sleek designs, and region-ready engineering. But with growth comes responsibility, especially when it comes to marketing credibility in a market dominated by convenience-first behaviour.
We sat down with Syed Fahad, Marketing Manager at MAHY Khoory Automotive, the authorised distributor of Dongfeng vehicles in the UAE and dealer for Omoda Jaecoo brands in Abu Dhabi and Al Ain, to talk about the surge in Chinese car brands, consumer awareness, and how marketing can make or break trust in this evolving space.
There's been a noticeable rise in Chinese car brands across the region. What's driving this momentum?
Syed Fahad: The shift has been brewing for a few years, but it's accelerated now. Chinese automotive brands have really stepped up in quality, design, and tech. They're offering features you'd expect from premium models, ADAS, infotainment, hybrid drivetrains, but at a far more competitive price point. Consumers in the UAE are value-driven, and these brands deliver that value in a big way.
Despite that, there's still some hesitation among buyers. What's the perception challenge?
Fahad: The legacy perception that Chinese cars are cheap or unreliable is fading, but not gone. A big part of that is education. Many consumers don't realise that brands such as Dongfeng are not just massive in China, they're global. They manufacture for Nissan, Honda, and Peugeot under joint ventures. The tech is world-class. But unless that story is told right, the assumptions persist.
What's the role of marketing in shifting that perception?
Fahad: It's everything. We're not just marketing cars, we're marketing trust. Especially when you're introducing a brand that's still 'new' in the minds of consumers. Our job is to de-risk the decision. That means leading with transparency: talking about GCC compliance, explaining the warranty, showcasing the after-sales infrastructure. If you focus only on price, you reinforce the wrong narrative.
What risks do buyers face when they don't go through authorised distributors?
Fahad: Quite a few. We see a lot of grey-market imports entering the UAE, vehicles that aren't GCC-certified, or built for colder climates. The A/C systems underperform, the warranties don't apply, and in some cases, insurance becomes void. These are real risks. We've had customers come to us after a bad experience, looking for a fix. It's costly. That's why our messaging always focuses on authorised = protected.
How are you positioning Dongfeng in this competitive space?
Fahad: We're building it on three pillars: credibility, compliance, and convenience. We offer fully GCC-compliant vehicles, genuine spare parts, and nationwide after-sales service. But more importantly, we market that clearly. We're not trying to be the loudest, we're trying to be the clearest. In today's landscape, clarity converts.
What's your outlook on Chinese automotive brands in the UAE over the next 2-3 years?
Fahad: Growth will continue, no question. I think Chinese brands will dominate the value segment and start creeping into the mid-premium space too. But the winners will be those who back it with structure, authorised networks, certified servicing, and strong consumer education. The marketing will need to evolve from 'Look at our features' to 'Here's why you can trust us.'
Final Word?
Fahad: Chinese brands are no longer the underdog, they're a force. But in the UAE, where consumers are connected and informed, brands need to play the long game. And that starts with marketing that doesn't just sell, it reassures, educates, and earns trust.