Geely, one of the world’s fastest-growing automotive brands, has officially inaugurated its flagship showroom on Latifa Bint Hamdan Street in Dubai. The opening marks a major milestone for the Chinese automaker’s presence in the Middle East and reflects its long-term commitment to the UAE market.
The state-of-the-art facility — developed in partnership with AGMC, Geely’s official distributor in the UAE — isn’t just a car dealership. It’s a lifestyle-focused automotive space, designed to deliver a premium brand experience for current and future customers.
Mr. Alex Gu
To mark the launch, Geely hosted a press tour and media engagement session, where we interviewed Mr. Alex Gu, VP of Geely auto international and CEO of Geely Auto Middle East FZE, who shared exclusive insights into the company’s regional strategy, global momentum, and future plans during a sit-down interview.
“We’re No Longer Just a Chinese Brand” – Alex Gu on Geely’s Global Vision
During the interview, Mr. Gu emphasized Geely’s transformation from a domestic manufacturer into a top-tier global automotive brand, noting that the company now ranks among the top 10 automotive brands worldwide — not just among Chinese automakers.
“Geely is a global brand from China. With acquisitions like Volvo, stakes in Daimler, and partnerships with Proton and Lotus, we’re building a truly global network,” he said.
The Showroom: A Regional Anchor Point
The showroom opening in Dubai serves as a regional anchor point for this broader vision. Geely’s presence in the Middle East has grown at a staggering pace. In just four years, the brand has scaled from modest sales figures to nearly 50,000 vehicles sold in 2023. According to Mr. Gu, the UAE has become a pivotal market in this regional success story.
“This showroom isn’t just a retail outlet. It’s a symbol of our momentum in the region and a reflection of our long-term partnership with HMC and AGMC,” he added.
A New Kind of Showroom Experience
The newly launched space goes beyond conventional dealership design. With lounges, interactive zones, and immersive brand displays, it’s built as a lifestyle destination aligned with Geely’s global showroom standards. Similar formats are already operational in key international locations, including Saudi Arabia and Abu Dhabi.
“It’s a place where people can explore, connect, and experience the future of Geely — not just browse cars,” Mr. Gu explained.
Geely’s Strategy for Electric & New Energy Vehicles
With the company’s recent launch of its first electric vehicle (EV) in the UAE, the interview also explored Geely’s broader stance on sustainability and innovation.
“It’s not just about electric — it’s about the whole spectrum of new energy vehicles (NEVs), including EVs, hybrids, and beyond. We’re developing both ICE and NEVs in parallel, without abandoning either,” Mr. Gu said.
This dual-track strategy aligns with Geely’s global R&D investments and mirrors the performance of other Chinese manufacturers like BYD in the EV space.
Welcoming Competition, Staying Confident
As more Chinese carmakers enter Gulf markets, especially the UAE and Saudi Arabia, Mr. Gu welcomed the competition while affirming Geely’s unique positioning.
“We welcome capable competitors, but Geely is different,” he said. “Our product strategy, global partnerships, and strong local execution set us apart.”
Performance, Motorsport & Long-Term Vision
On partnerships, he reaffirmed Geely’s long-term view with AGMC, likening it to the decades-long relationships seen with legacy carmakers.
“Just like Toyota or Hyundai, who’ve maintained partnerships for 50–70 years, we’re building something long-term here in the UAE,” he concluded.
A Statement of Intent
With its flagship Dubai showroom now open, Geely has sent a clear message: it’s here to stay, grow, and lead. Backed by global ambition and strategic local alliances, the brand is poised to shape the next chapter of mobility in the Middle East.
