Dongfeng Motor Reveals Big Plan for Middle East: Forms New Alliance in Saudi Arabia

Saudi Arabia : The deal not only marks a significant milestone in the company's global strategy but also helps accelerate global expansion.

• Dongfeng Motor in KSA a landmark agreement with UMA (Universal Motor Agencies) to expand its market in the Middle East.
• The new partnership underscores the China-Saudi government procurement plan with the supply of 10,000 vehicles.
• Exclusive car models for Saudi customers are to be introduced in 2025.
• Exports of passenger cars and new energy vehicles grew 63 per cent and 138 per cent respectively.

In a major move to cement its global presence, Dongfeng Motor, the Chinese auto giant has inked a landmark strategic cooperation agreement with Universal Motors Agencies (UMA) of Saudi Arabia at the AUTO SHANGHAI 2025. This move gives the company a strong position in the Saudi market, making it a base for expanding into the Middle East. 

The partnership also acts as a gateway to the six countries of the Gulf Cooperation Council. This agreement is a major step in Dongfeng's plan to grow globally and underscore the company's growing momentum in the Middle East.

Deepened Partnership and Commitments

UMA, established in 1947, is one of the oldest auto dealership groups in the region. UMA and Dongfeng first collaborated in 2020, with the former becoming a key distributor of the latter's brands. Four years later, the alliance reached a new level when Dongfeng became the first Chinese carmaker to directly serve big Saudi companies.

The new deal strengthens this partnership through a larger China-Saudi government procurement plan. It combines money, technology, and market access. Dongfeng has agreed to supply nearly 10,000 vehicles under this new plan. It will also support UMA with new products, improved services, and better marketing.

News car models and plans for 2025

In 2025, Dongfeng and UMA plan to launch tailor-made car models for Saudi customers, setting a new benchmark for the region. Both these brands also aim to increase sales and customer outreach of UMA by creating an omnichannel marketing system. This strategy will improve how cars are sold and marketed in the Middle East.

Looking ahead, Dongfeng plans to use all its skills, from design to production. It will develop a platform that combines auto sales, insurance, and financial services. This will help provide reliable, high-quality products to Saudi buyers.

Accelerated Global Expansion

In the first quarter of 2025, Dongfeng's exports of passenger cars from its brands grew by 63 per cent compared to the previous year while the exports of new energy vehicles increased by 138 per cent. As part of China’s Belt and Road Initiative, Dongfeng is pushing to expand overseas. It now offers many car models for markets in Europe, South America, and Southeast Asia. Its products reach more than 100 countries around the world.