Interview

As the UAE accelerates toward an electrified future, new-energy brands are entering the market with increasingly sophisticated strategies tailored to regional expectations. Among them is VOYAH, positioning itself as a premium player that blends electric innovation with long-distance practicality, a key consideration for UAE drivers.

DriveArabia sat down with Mohamed Elzawawy, General Manager of Performance Plus Motors, to discuss VOYAH’s growing lineup, the brand’s extended-range electric technology, and how its ownership model is being structured to build long-term customer confidence. From product strategy to aftersales support, the conversation sheds light on how VOYAH aims to establish itself as a serious contender in the UAE’s evolving premium mobility landscape.

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With the Tank 700 now making its mark across the Middle East, GWM is clearly stepping up its ambitions in one of the world’s most demanding automotive regions. From premium off-road capability and real-world desert performance to advanced hybrid technology and long-term brand building, the Chinese manufacturer is sharpening its focus on what regional customers truly want. We sat down with Sunny Bhat, Director of Sales and Marketing at GWM Middle East, to discuss the early response to the Tank 700, how customer feedback is shaping future products, the brand’s presence at the 2026 Liwa International Festival,

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As SOUEAST officially entered the UAE market in 2025, the brand is positioning itself as a value-driven yet technology-focused contender in the country’s highly competitive SUV segment. With a growing lineup that includes petrol and plug-in hybrid models, along with a clear emphasis on modern design and advanced features, SOUEAST has outlined an ambitious roadmap for the region.

We spoke to Elie Nehme, Senior General Manager of SOUEAST UAE, to discuss the brand’s identity and long-term vision, the models most relevant to local buyers, the role of electrified mobility, and how SOUEAST plans to build a strong presence in a market dominated by established players.

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As Suzuki introduces the Jimny ART Edition exclusively for the UAE, DriveArabia speaks with Sacha Askidjian, General Manager of Al Rostamani Trading Company, to understand the thinking behind this locally inspired special edition. In this interview, Askidjian discusses how the ART Edition reflects UAE car culture, the evolving lifestyle of Jimny owners in the Emirates, and how community, creativity and heritage play a key role in Suzuki’s continued success in the region.

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