Chery UAE opens sixth showroom in Deira as nationwide network expands

Chery UAE, part of AWR Automotive, has opened its sixth showroom in the UAE, strengthening its retail presence as the brand expands its network across the country.

Located in Deira, the new showroom adds to Chery UAE's existing presence in Dubai, Abu Dhabi, Sharjah, Ras Al Khaimah and Fujairah. The opening follows the recent launch of showrooms in Ras Al Khaimah and Fujairah as the automaker expands its physical footprint to meet growing customer demand.

The inauguration featured a ribbon-cutting ceremony attended by senior representatives from AW Rostamani Group, Chery International, Chery International Middle East and Chery UAE.

Leadership reaffirms UAE expansion plans

The ceremony was attended by Dr. Amina Al Rostamani, Group Chief Executive Officer of AW Rostamani Group; Khalid Al Rostamani, Executive Chairman of AW Rostamani Group; Zhang Guibing, President of Chery International; Tim Zhang, General Manager of Chery International Middle East; and Zaher Sabbagh, Director of Chery UAE.

The leadership teams used the occasion to discuss the future development of Chery in the UAE, potential areas of collaboration, upcoming model launches and further expansion across the market.

The Deira facility gives customers access to Chery's latest SUV, sedan and hybrid models, along with personalised consultations and test-drive opportunities. Its location also expands the brand's coverage in Dubai and provides access to customers in one of the emirate's established automotive areas.

Investment in aftersales and technical capabilities

Chery UAE's showroom expansion is being accompanied by investment in technical expertise and aftersales capabilities, including training related to its growing hybrid vehicle portfolio.

Through AWR Automotive's Automotive Academy in Abu Dhabi, Chery UAE teams receive dedicated training for technicians, service advisors, sales professionals and operational staff.

In 2025, the academy delivered 3,361 training man-days across 359 sessions, according to the company.

Chery UAE has also expanded its digital retail offering through its 360° Virtual Showroom, allowing customers to explore vehicles online before moving to consultations, test drives and purchases through the brand's physical network.

Focus on hybrid technology and customer experience

Zaher Sabbagh, Director of Chery UAE, said the new Deira showroom reflects the company's expansion in the UAE and its 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,” he said.

He added that the company was investing in its workforce, service capabilities and digital tools alongside its retail expansion, with a focus on maintaining a consistent customer experience across its network.

AWR Automotive's more than 70 years of experience in the UAE automotive sector provides the local market knowledge, infrastructure and operational expertise supporting Chery's development in the country.

The expanded showroom network, workforce training and digital retail investments form part of Chery UAE's broader strategy to increase accessibility and strengthen its customer and aftersales operations across the UAE.