EXEED launced in the UAE, Al Ghuraiar Auto distributor

Al Ghurair Investment, one of the largest diversified family business groups in the UAE, announced a strategic partnership with Chinese automobile manufacturer Exceed Automobile Company (EXEED) to debut their premium range of SUVs across the UAE.

The signing ceremony was held at EXEED’s headquarters in Wuhu, China, on March 15th in the presence of a delegation from Al Ghurair Investment comprising Ibrahim Al Ghurair, Non-Executive Board Director, John Iossifidis, Group Chief Executive Officer, and Mohammed Maktari, General Manager, Al Ghurair Auto (AG Auto), and, from Exceed Automobile, Mr Qin, Vice President, EXEED International, Mr Shen, General Manager, EXEED – Middle East and Egypt Region, Mr Zhou, Director, EXEED – New Market Development, and Mr Dai, Country Director, EXEED UAE.


The partnership will mark EXEED’s launch across the UAE, introducing a new premium brand that combines centuries-old traditions of European automotive culture with the latest intelligent manufacturing technologies that China is renowned for today. A premium Chinese brand, proud to have been the republic’s first premium car brand to have been ‘built from scratch’, EXEED brings forth a fusion of ‘fashion and technology’ across a line of high-performance and fuel-efficient SUVs. Over the course of the partnership, Al Ghurair Investment will also introduce key EXEED technologies, including a range of hybrid vehicles in 2024, to be followed by electric vehicles.

Commenting on the partnership, John Iossifidis, Group CEO, Al Ghurair Investment, said: “We are delighted to enter this new partnership with EXEED, a high-tech premium automobile manufacturer, as we continue to drive innovation across the Emirates. Through this agreement, we are proud to continue the pioneering legacy of Al Ghurair, partnering with a brand whose passion for innovation and discovery aligns with our own. As we accelerate our pursuit of better, we do so with a future-focused mindset and an innate understanding of the evolving needs of our customers. We look forward to working with EXEED to deliver cutting-edge vehicles and services that will uplift the UAE’s mobility market.”

EXEED’s debut across the UAE is set to amplify consumer choice in the premium SUV segment, with a sleek design and superior performance expected to appeal to car owners of all ages. Further, future plans to include hybrid and electric vehicles are well aligned with the UAE’s Net Zero strategic agenda, as well as growing consumer awareness and adoption of sustainable practices in the region.

Ibrahim Al Ghurair, Non-Executive Board Director, Al Ghurair Investment, commented: “As a part of the nation’s fabric, Al Ghurair Investment remains committed to fostering meaningful positive change in pursuit of a sustainable future. To continue to grow, we must adapt and embrace the new technologies available to us. Through debuting this range of innovative hybrid and electric vehicles, we benefit both the nation and customers as we continue to redefine the benchmark for family business groups in the region.”

Following its presence across the GCC in Saudi Arabia, Qatar and Kuwait, EXEED, with Al Ghurair Investment as the exclusive distributor, is expected to open its first showroom in the UAE in June 2023 with prime positioning on Etihad Road, with further opportunities being explored in Abu Dhabi, as well as plans for an additional showroom in Dubai in the pipeline.

Commenting on the partnership, Mohammed Maktari, General Manager of Al Ghurair Auto, said: “This partnership is a testament to our commitment to bringing luxury innovative products to the local market and our deep insight and understanding of evolving consumer preferences. With the automotive industry constantly evolving, it is vital that explore new emerging technologies, and we look ahead at welcoming the first range of EXEED’s first-class design and leading technology premium SUVs across the UAE.”

Mr Qin, Vice President of EXEED International, said: “We are honoured to be partnering with Al Ghurair Investment across the UAE as we continue to expand our footprint in the region as part of our “Greater Middle East” strategy. The automotive industry is advancing at an unprecedented rate, driven by changing consumer preferences and a global call for sustainability. This partnership will enable Al Ghurair Investment in its journey to becoming a leader and innovator across the UAE’s automotive sector and further the group’s commitment to innovation and sustainability.”

Keep track of the latest EXEED prices in the UAE & KSA buyer guide.

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