Interview: AGMC’s Dr. Andreas Schaaf on Geely UAE Comeback, EV Ambitions, and Winning Customer Trust

Geely has been rapidly expanding its presence in the UAE market with a new generation of stylish, tech-savvy vehicles tailored for the region. From premium crossovers to accessible EVs, the Chinese carmaker is looking to carve out a distinct space in one of the most competitive automotive landscapes in the world.

To better understand Geely’s strategy, DriveArabia sat down with Dr. Andreas Schaaf, CEO of Geely Group Brands at AGMC, to discuss the brand’s renewed momentum in the UAE, its commitment to electric mobility, and how it plans to build lasting trust with consumers in a market dominated by long-standing Japanese, Korean and European rivals.

Dr. Andreas Schaaf

Market Entry and Growth

Geely has successfully re-entered the UAE market with some excellent products. What makes the UAE a strategically important market for Geely, and how is the brand positioning itself to compete effectively in this market?

The UAE is one of the world’s most competitive automotive markets. With demanding road conditions, extreme weather, and a highly discerning customer base, the UAE challenges every brand to deliver its best. That’s exactly why Geely chose this moment to re-enter with conviction, supported by a strong strategic partnership with AGMC and a focused product strategy. Geely’s strategic partnership with AGMC, with their 50 years of experience serving the UAE market, has helped create a comprehensive network offering exceptional after-sales support, high-quality service, and reliable parts availability. These are all crucial for long-term customer satisfaction.

Geely Consumer Appeal

How is Geely adapting its product lineup to meet the preferences of UAE consumers, particularly in terms of design, technological features, and driving performance, in the region’s climate and road conditions?

UAE customers expect more, and rightly so. They want performance that’s built for desert heat, infotainment that’s intuitive in both Arabic and English, and cabins that combine tech, safety, and style. Geely designs with these priorities in mind.

From the high-performance cooling systems in our SUVs to voice-activated infotainment and ADAS technologies across the range, our lineup is engineered for this market’s unique demands. The new Monjaro, for example, offers a premium driving experience with adaptive suspension, immersive audio, and a spacious cabin tailored for long family drives. On the other hand, the newly launched EX5 brings smart electric mobility to a broader audience, combining practical range, responsive performance, and high-tech features in a sleek urban package.

By offering vehicles across multiple segments, from stylish sedans to spacious SUVs and EVs, Geely meets the evolving expectations of families, young professionals, and tech-savvy first-time buyers in the UAE.

EV Readiness

With the UAE government pushing for sustainable mobility and EV adoption, how is Geely aligning its electric vehicle strategy to support these national goals?

Geely is already a global leader in EV innovation, with an automotive portfolio that includes plug-in hybrids, battery EVs, and even battery-swapping tech.

Geely launched in the UAE with EVs as a core product offering, in line with Geely’s “Be Brand New” strategy and is fully aligned with the UAE’s Net Zero 2050 vision. As one of the world’s leading EV innovators with expertise in battery tech, plug-in hybrids, and even battery-swapping platforms, we see the UAE as a key growth market for sustainable mobility.

That’s why we’ve launched the Geely EX5, which is a smart, efficient electric crossover designed for everyday UAE life. It combines class-leading range, fast-charging capabilities, and intelligent controls, making it an ideal first EV for many residents.

With the EX5 and future electrified models, we aim to make EV ownership accessible, practical, and enjoyable, accelerating the UAE’s transition to cleaner transportation. 

Geely UAE After-Sales and Trust Building

Brand trust and after-sales support are critical in the UAE automotive market. What steps is Geely taking to build customer confidence and ensure long-term brand loyalty?

Trust isn’t built overnight; it’s earned through consistency, service, and transparency. That’s why after-sales support is a pillar of Geely’s strategy in the UAE.  AGMC’s partnership with Geely has helped establish a rapidly expanding network of service centres, trained technicians, and readily available spare parts.

Whether you drive a Coolray, the New Monjaro, or the Geely EX5, our customers can count on responsive care, genuine parts, and the peace of mind that comes from reliable support. We’ve also integrated digital touchpoints and service booking options to make ownership more convenient.

Ultimately, our goal is to offer more than just a vehicle — we want to build long-term relationships based on value, service, and satisfaction.

Geely Competition and Differentiation

The UAE market is saturated with established Japanese, Korean, and European brands. What is Geely doing differently to carve out a distinct identity and win over discerning car buyers in the UAE?

Geely represents a new kind of automotive player, one that is agile, design-driven, and built for the connected era. While legacy brands rely on history, we’re focused on the future: smart tech, clean mobility, and accessible luxury. This has resonated with discerning UAE car buyers.

Our vehicles are bold in design, rich in features, and packed with technology often found in premium segments. Take the new Monjaro, for example. This is a refined SUV that blends elegance, innovation, and comfort in a uniquely Geely way. Or the EX5, which brings electric driving within reach for a wider audience, without compromising on range or experience.

What also sets us apart is value. With Geely, UAE consumers get cutting-edge features such as adaptive cruise, panoramic displays, and luxury interiors, at a price point that challenges the status quo. Combine that with the immersive experience of our new Sheikh Zayed Road showroom, and we’re offering something truly different: a future-focused brand that listens, innovates, and delivers.