Al Ghurair unveils pop-up showroom concept for EXEED’s UAE debut 

By Arya M Nair, Official Reporter
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Al Ghurair pop-up showroom for EXEED

Al Ghurair Investment, one of the largest diversified family business groups in the UAE, has unveiled the Emirates’ first-of-a-kind “pop-up” automotive showroom concept to mark the highly anticipated debut of Chinese automobile manufacturer, Exeed Automobile Company’s (EXEED), premium range of sports utility vehicles (SUVs) in the country.

A state-of-the-art showroom at the heart of the iconic Al Ghurair Center, the pop-up transcends traditional automotive in-mall pop-ups introducing a concept befitting of Dubai, the “City of Firsts”, and Al Ghurair Investment’s legacy as a pioneer and innovator. 

EXEED’s launch reflects Al Ghurair Investment’s resilience in introducing new brands and technology to the local market, as well as its long-standing commitment to improving customer experience, along with increasing consumer choice in the premium SUV class.

John Iossifidis_Al Ghurair launches pop-up showroom for EXEED debut
John Iossifidis
Group CEO
Al Ghurair Investment

“We are delighted to commemorate EXEED’s debut with our new pop-up showroom concept. Through this launch, we are proud to continue the pioneering legacy of Al Ghurair, bringing forth brands whose passion for innovation and discovery aligns with our own. Our customers remain at the heart of all we do, and it brings me great pleasure to reveal EXEED in this manner – for what we hope stands out as a memorable experience. As we accelerate our pursuit of better, we do so with a future-focused mindset and an innate understanding of the evolving needs of our customers, after all, they were born for more.”

Through the unique showroom, Al Ghurair Investment offers visitors the chance to view the vehicles, book a test drive, and purchase their vehicle of choice from a selection of three models including the LX, VX, and TX.

Mr. Mohammed Maktari, General Manager, Al Ghurair Auto, said that “This launch has been highly anticipated, and we are pleased with the successful opening of this unique showroom and its alignment with EXEED as a premium brand. Our commitment goes beyond bringing luxury innovative products to the local market; as the automotive industry evolves, it is vital that we explore not only emerging technologies but also introduce said products through immersive experiences that elevate customer journeys.”

In March 2023, Al Ghurair Investment announced a strategic partnership with Chinese automobile manufacturer, Exceed Automobile Company (EXEED), to debut their premium range of sports utility vehicles (SUVs) across the United Arab Emirates. The partnership aims to accelerate Al Ghurair Investment’s pursuit of sustainable excellence, driven by innovation and technology.

Following its presence across the GCC in Saudi Arabia, Qatar and Kuwait, EXEED, with Al Ghurair Investment as the exclusive distributor, is expected to open its first showroom in the UAE in 2023 with prime positioning on Etihad Road, with further opportunities being explored in Abu Dhabi, as well as plans for an additional showroom in Dubai in the pipeline.

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