Interview: Shiva Kumar on GWM’s UAE Growth Strategy, Customer Confidence and Long-Term Expansion Plans

As the UAE automotive market continues to evolve amid shifting global conditions, brands are increasingly focusing on long-term customer confidence, aftersales support, and network expansion. Chinese automaker Great Wall Motor has been steadily strengthening its presence in the UAE through a growing lineup of SUVs and pickups positioned around technology, value, and practicality.

In this interview with DriveArabia.com, Shiva Kumar, GWM Divisional Head at Saeed & Mohammed Al Naboodah Group, discusses GWM’s current position in the UAE market, the importance of aftersales and customer trust, ongoing investments in new showrooms and workshops, and how the company is navigating evolving global conditions while maintaining a long-term commitment to the region.

Q: How would you describe GWM’s current position in the UAE market?

A: GWM has established a strong and growing presence in the UAE, driven by a compelling product lineup across SUVs and pickups, combined with a clear focus on quality, technology, and value. The brand has been well received by customers looking for reliable, feature-rich vehicles that offer strong value for money. Our consistent growth reflects increasing customer confidence and acceptance in a highly competitive market.

Q: Given the current geopolitical situation, many companies are taking a cautious approach. What is your perspective?

A: While the geopolitical environment has introduced a degree of uncertainty, the UAE continues to demonstrate resilience and stability as a market. We believe that such periods require a balanced approach, remaining prudent while continuing to invest strategically. Our focus is on strengthening customer confidence by ensuring product availability, service reliability, and long-term value.

Q: Al Naboodah has been investing in new showrooms and workshops. What is driving this expansion?

A: Our investments are aligned with a long-term vision for the GWM brand in the UAE. We are expanding our network of showrooms and aftersales facilities to enhance accessibility, improve customer experience, and support the growing vehicle parc. These developments are not short-term decisions but part of a structured plan to build a robust and customer-centric ecosystem.

Q: Can you elaborate on the importance of aftersales in your strategy?

A: Aftersales is a critical pillar of our business. In today’s environment, customers are not just buying a vehicle, they are investing in a long-term ownership experience. By strengthening our workshop network, improving service turnaround times, and ensuring parts availability, we are reinforcing trust and delivering peace of mind to our customers.

Q: How do you ensure customer confidence during uncertain times?

A: Customer confidence is built through consistency and transparency. We are focusing on clear communication, strong warranty and service offerings, and ensuring that our customers feel supported at every stage of their ownership journey. Our investments in infrastructure and service capabilities are a reflection of this commitment.

Q: What differentiates GWM from competitors in the UAE market?

A: GWM stands out through its combination of advanced technology, premium features, and competitive pricing. Additionally, our focus on building a strong aftersales backbone and delivering a seamless customer experience gives us a clear edge. We are positioning GWM as a smart and dependable choice for customers in the UAE.

Q: What can customers expect from GWM in the near future?

A: Customers can expect continued investment in both product and network expansion. We will be introducing new models, enhancing our service capabilities, and expanding our footprint across key locations. Our objective is to make GWM more accessible while continuously improving the overall ownership experience.

GWM, together with Al Naboodah, remains committed to the UAE market with a long-term vision, focusing on customer trust, operational excellence, and sustainable growth despite evolving global conditions.

Challenging times call for measured decisions, not inactivity. We remain committed to the UAE and are focused on ensuring stability, continuity, and confidence for our customers and partners.