In the UAE’s fast-evolving automotive landscape, where innovation and luxury often compete for attention, one truth remains unchanged: owning a car is foremost about the experience that comes with it. From the showroom visit to the years of aftercare that follow, the real value of ownership lies in how well a brand stands by its customers.
At the heart of this philosophy is Chery UAE, represented by the AW Rostamani Group, a name synonymous with seven decades of automotive excellence. For Chery, the ownership journey begins long before the first ignition and continues after the sale.
Driving a New Standard of Trust
With three state-of-the-art showrooms across Dubai, Abu Dhabi, and Sharjah, accessibility is the number one mark of Chery’s commitment. Each space reflects the brand’s forward-thinking ethos: digitally equipped environments where customers are guided by knowledgeable, welcoming sales teams who understand that buying a car is as much an emotional decision as it is a rational one.
As Zaher Sabbagh, Director of Chery UAE, notes: “The real value of owning a car comes from trust; trust in the product, the people, and the promise. At Chery UAE, we’ve built a complete ecosystem where every interaction reflects that trust. Backed by AW Rostamani’s 70-year legacy, our main focus is to create journeys that guarantee everyday-convenience and long-term satisfaction.”
While many brands claim customer focus, few deliver it as systematically. In early 2025, Chery UAE received the “Superior Service Experience” Award from Chery International, a testament to its exceptional after-sales standards and customer satisfaction level.
The brand’s network includes four advanced service centers in Dubai, Abu Dhabi, Sharjah, and Al Awir, each staffed with certified technicians trained to handle everything from routine servicingto complex repairs. These centers use only high-quality oils, certified batteries, and genuine parts, ensuring reliability that extends far beyond warranty periods.
Supporting this ecosystem is Chery International’s spare parts warehouse in Jebel Ali, the largest warehouse for a Chinese brand in the Middle East, spanning an impressive 12,000 square meters. It provides more than 20,000 readily available parts, advanced logistics equipment, and a large storage area estimated at 25,000 square meters, to accommodate a large inventory of auto spare parts. This ensures customers never face delays caused by parts availability, a key advantage in the UAE market.
Beyond maintenance, Chery elevates convenience through 24/7 Roadside Assistance and a Pick-Up and Drop-Off (PUDO) service. Whether it’s an urgent issue or a scheduled maintenance request, customers can count on Chery to manage the process seamlessly, picking up their car from home and returning it serviced and spotless.
An Ownership Model Built for the UAE
The UAE’s motorists have grown increasingly discerning. According to the “United Arab Emirates Automotive Market 2023 Report”1, strong customer support and availability of affordable spare parts gain high priority for purchases in the cars segment. In such a market, Chery UAE’s holistic ownership approach places it firmly among the names reshaping how consumers define automotive value.
In the words of Zaher Sabbagh: “When you buy a car, you’re not just investing in mobility, you’re investing in peace of mind. Chery UAE was built on the idea that our customers deserve excellence at every stage of their journey. The real value of ownership is knowing that we’re right beside you, all the way.”
For many, a car remains one of life’s biggest purchases. But with Chery UAE, it’s also a commitment to quality and peace of mind, because true ownership is measured by the confidence you feel, knowing your brand stands by you from the moment you walk through the door, to the very last drive.
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