Shery Emirates has opened a new showroom in Deira, one of Dubai's busiest car districts. This is the company's sixth location in the city, aimed at meeting growing demand for hybrid, SUV, and sedan models. Chery UAE, under the AW Rostamani Group as sole distributor, entered the UAE market in 2023, marking a notable step for Chinese automotive brands in the region.
The Deira showroom launch included a ribbon-cutting ceremony attended by Dr. Amina Al Rostamani, CEO of AW Rostamani Group, Khalid Al Rostamani, Executive Chairman, and Shery International executives Zhang Guiping and Tim Chang. Their attendance highlights the importance of this expansion, as Shery Emirates looks to offer direct access to its latest models and personal consultations in a highly competitive area. According to the Emirates News Agency (WAM), launches like this support the Dubai Economic Agenda D33, which aims to double Dubai's economy and strengthen its position as a global business hub by 2033.
Deira is a well-known hub for car retail. By opening here, Shery Emirates is targeting customers who want quick access to new technology and reliable after-sales support. The showroom is set up to attract both local residents and buyers from across the UAE, offering test drives and in-person advice on Shery's full range of vehicles. This is the sixth Shery showroom in the UAE, following recent openings in Ras Al Khaimah and Fujairah, as part of a broader national rollout reported by MENAFN.
The company has also invested in technical training and after-sales infrastructure, using the AW Rostamani Automotive Academy in Abu Dhabi. In 2025, the academy delivered 3,361 training days across 359 sessions, preparing staff to handle the brand's growing hybrid lineup and rising customer expectations. This focus on workforce development matches the UAE Ministry of Economy's push for upskilling and Emiratisation in key sectors.
Shery Emirates is combining physical showrooms with digital tools. The company has launched a virtual showroom, letting customers explore vehicles online before visiting in person. Buyers can preview models, book consultations, and schedule test drives online. This approach fits with Dubai's broader push for digital transformation and smart city initiatives, as highlighted by the Dubai Media Office.
Manager Zahir Sabbagh described the Deira showroom as a strategic step in the company's UAE expansion, reflecting growing trust in the brand and increased demand for Shery vehicles. As interest in hybrid technology rises, Shery Emirates aims to make its latest models more accessible and provide a smooth ownership experience. Data from CarSwitch shows that about 25% of UAE buyer searches in July 2026 were for hybrids, while hybrids made up only about 1% of used listings, pointing to a clear gap that Shery Emirates hopes to fill.
The Deira opening is a practical response to a market where customer expectations are rising and established brands face new competition. Shery Emirates' investment in staff training, digital tools, and after-sales support is aimed at closing the gap with older brands and appealing to buyers who want both convenience and technical expertise. Other Chinese brands are also expanding their showroom presence in Dubai, according to YallaMotor, making the competition even tougher.
This strategy reflects a wider trend in Dubai, where companies are expanding both physical and digital operations to keep up with changing consumer preferences. As reported earlier, targeted investments and partnerships are changing how brands compete for market share in Dubai's top sectors. The Central Bank of the UAE (CBUAE) has also reported strong growth in consumer lending and automotive finance, supporting the sector's expansion.
Shery Emirates' rapid growth, backed by AW Rostamani's long history in the automotive sector, marks a new phase in Dubai's car market. Customer experience, technical skill, and digital integration are now essential. The Deira showroom is more than a new address-it signals the company's intent to compete for a lasting place in a market where loyalty is hard to win. For more on Dubai's economic plans and regulations, visit the Dubai Department of Economy and Tourism.
