Chinese automakers target UAE Ramadan buyers

Price-conscious shoppers turn to Chinese brands over U.S., Japanese and European rivals amid fierce competition

DUBAI, United Arab Emirates (MNTV) — Chinese car manufacturers are poised to dominate the UAE’s Ramadan car sales, attracting inflation-hit buyers looking for deeper discounts and better value, analysts say.

For years, automakers from Japan, the U.S., and Europe have used Ramadan promotions—offering free insurance, extended warranties, and zero-percent financing—to drive sales.

But as consumers demand even bigger price cuts, Chinese brands such as Geely, Haval, and Jetour are rapidly gaining market share with lower-priced, tech-loaded models, industry experts told MNTV.

“The Ramadan offers aren’t working like before,” said Imthishan Giado, a partner at Motoring Middle East, an automotive trends and insights platform.

“Even for high-end cars, people want lower prices. Meanwhile, Chinese brands don’t necessarily need deals—they’re already priced at what buyers can afford. But they can still use Ramadan promotions to grab even more market share.”

Traditional automakers are feeling the pressure, with many using Ramadan discounts to clear out 2024 inventory, Giado said. European brands, in particular, are facing mounting competition from Chinese rivals for the first time.

Sebastian Fuchs, managing director at AutoData Middle East, said his company has tracked more than 60 Ramadan promotions so far. “The population keeps growing, so demand is there, but the intensity of the offers shows how fierce the competition has become,” he said.

Some Japanese brands are launching aggressive financing schemes, including “drive free for two years,” while Chinese manufacturers—despite already undercutting rivals on price—are rolling out similar deals.

Consumer perceptions of Chinese vehicles are shifting, Fuchs added. “Where people once hesitated over resale value, we’re now seeing early signs of competitiveness in the second-hand market. This is not going away.”