Redefining Excellence in a Legacy-Driven Market
By Janhavi Gusani
Breaking into a legacy-driven automotive market is not simply expansion — it is a test of conviction. In a landscape defined by trust and expectation, credibility must be earned, not assumed.
For Zaher Sabbagh, Director of Chery UAE, that challenge is not theoretical; it defines his mandate. Breaking into this landscape is less about market entry and more about establishing credibility in one of the region’s most demanding automotive arenas — where trust is earned, not assumed.
“It demands a particular kind of resolve,” he says. “You are not simply selling vehicles — you are building trust from the ground up.”
That distinction has shaped his leadership approach. In a market where perception can shift quickly, Sabbagh places emphasis not on visibility, but on consistency — delivering a product and ownership experience that meets, and increasingly exceeds, expectations. Each milestone for Chery UAE, he notes, reinforces a simple but critical principle: conviction must be matched by delivery.
Having spent over three decades in the UAE, including nearly 29 years within AWR Automotive, Sabbagh’s perspective is closely tied to the evolution of Dubai itself – a city that continues to redefine ambition. “Dubai does something remarkable to the people who choose to build their lives and pursue their dreams here: it removes limitations and constantly pushes the boundaries of what’s possible,” he says. That environment, shaped by diversity, speed, and an uncompromising standard of excellence, has influenced both his leadership style and the strategic direction of Chery UAE.
Within this landscape, the UAE automotive sector remains one of the most competitive globally, driven by a strong association with performance, luxury, and technological advancement. Consumers here are not only aware of global trends, they expect them. For Chery, this presents both a challenge and an opportunity. Its positioning is deliberately clear: to deliver advanced automotive technology without the traditional premium cost barrier. Rather than asking customers to choose between value and quality, the brand aims to offer both simultaneously — a proposition that reflects both its global engineering capabilities and its regional ambitions.
With a presence in more than 80 countries, supported by an extensive R&D network and a longstanding track record as a leading Chinese automotive exporter, Chery enters the UAE with established credentials. Its partnership with AWR Automotive further anchors the brand within a trusted local ecosystem. Yet, beyond these foundations, the focus remains on execution — ensuring that every customer interaction, from showroom experience to after-sales service, reflects the same level of consistency that defines the brand’s promise.
In a market as technologically attuned as the UAE, expectations extend far beyond basic functionality. Today’s driver demands connectivity, intelligence, and seamless integration as standard. Chery’s response is anchored in its Super Hybrid platform, designed to bring advanced hybrid systems into a more accessible segment of the market. However, as Sabbagh emphasises, product alone does not define success. The ownership experience – from retail presence across key emirates to after-sales infrastructure plays an equally critical role in shaping long-term perception and trust.
The broader rise of Chinese automotive brands has reshaped the global industry, driven by sustained investment in research, advanced manufacturing, and a decisive shift toward new energy technologies. What was once underestimated has now become a defining force within the sector. Within this evolving landscape, Chery distinguishes itself through a longstanding commitment to independent innovation, with a focus on engineering advancement and sustainable mobility.
Sustainability, particularly within the context of the UAE’s long-term vision for clean energy and reduced emissions, is no longer peripheral, it is central to the future of mobility. Chery’s hybrid technology reflects this shift through an integrated system designed to optimise both efficiency and performance, combining high thermal efficiency, low fuel consumption, and adaptive operating modes that respond to real-time driving conditions. Tested across diverse climates, including extreme heat conditions comparable to the UAE, the platform is engineered not just for innovation, but for practical, real-world application.
This approach comes into sharper focus with the introduction of the TIGGO 8 CSH, a model that reflects both the brand’s technological direction and its understanding of the local market. Designed for a driver who expects performance, intelligence, and refinement in equal measure, the vehicle delivers up to 1,200 km of combined range, making it particularly suited to the UAE’s long-distance driving culture. Performance remains equally considered, with responsive acceleration balanced by an efficient, quiet drive in everyday conditions.
Inside, the TIGGO 8 CSH presents a well-appointed cabin that aligns with the expectations of a premium segment. A 15.6-inch HD central display anchors the digital experience, complemented by an eight-speaker audio system, multi-colour ambient lighting, and seamless connectivity through both wired and wireless Apple CarPlay and Android Auto. Comfort is equally prioritised, with features such as a panoramic sunroof, dual-zone automatic climate control with N95 filtration, and a driver’s seat equipped with memory, heating, ventilation, and electric adjustment. For families – a key segment in the UAE — the seven-seat configuration, combined with a 540° HD panoramic camera and a comprehensive suite of advanced driver assistance systems, reinforces both practicality and safety.
More significantly, the TIGGO 8 CSH underscores a broader shift in the market. Access to advanced automotive technology is no longer confined to premium price points. As consumers increasingly evaluate brands based on performance and offering rather than legacy alone, value is being redefined and in that context, Chery’s proposition becomes increasingly relevant.
For Sabbagh, this marks the beginning of a longer journey. The brand’s ambitions in the UAE extend beyond individual product launches, rooted instead in a long-term strategy focused on innovation, customer experience, and sustained growth. In a market that continues to evolve at pace, that clarity of direction – combined with the discipline to execute it may ultimately define its place within the region’s automotive landscape.
From the UAE to a growing list of global markets, Chery’s rise reflects a broader shift in how automotive value is defined less by legacy, and more by performance, innovation, and delivery. As new benchmarks are quietly established across the industry, the brand’s expanding international footprint signals more than just growth. With a clear focus on engineering-led progress and accessibility, Chery is not simply participating in this transition, but actively shaping its direction, making its mark in a global landscape that is steadily being redefined.
