Dongfeng Motor Strengthens Middle East Expansion with Strategic Pact in Saudi Arabia
Shanghai (Gasgoo)- On April 23, Dongfeng Motor solidified its presence in the Middle East by signing a strategic cooperation agreement with Saudi Arabia’s Universal Motors Agencies (“UMA”) at AUTO SHANGHAI 2025. This partnership positions Saudi Arabia as a key market for Dongfeng Motor’s expansion in the region and a vital gateway to the six Gulf Cooperation Council (GCC) countries.
The collaboration with UMA marks a significant milestone in Dongfeng Motor’s global strategy, showcasing the company’s continued progress in the Middle Eastern market.
Photo credit: Dongfeng Motor
Established in 1947, UMA is one of the oldest automotive dealership groups in the region. Dongfeng Motor and UMA initially formed a strategic partnership in 2020, with UMA playing a key role as a distributor of Dongfeng Motor’s brands. The collaboration reached a significant milestone in 2024 when Dongfeng Motor became the first Chinese automaker to provide services to major local enterprises in Saudi Arabia.
The new agreement further cements this partnership by creating a strategic alliance within the broader China-Saudi government procurement framework. This alliance integrates capital, technology, and market access, with Dongfeng Motor committing to providing nearly 10,000 vehicles through a strategic procurement deal. The company will also support UMA with comprehensive solutions in product innovation, service enhancement, and marketing transformation.
In 2025, Dongfeng Motor and UMA are set to introduce exclusive vehicle models tailored specifically for Saudi consumers, establishing a benchmark product lineup for the region. The collaboration also aims to boost UMA’s lead generation, conversion rates, and overall sales efficiency through the implementation of an omnichannel marketing system, setting a new standard for automotive retail operations in the Middle East.
Looking ahead, Dongfeng Motor plans to leverage its full value chain capabilities—from R&D to manufacturing—and develop an integrated platform that combines automotive, insurance, and financial services to deliver innovative, reliable, and high-quality products and services to Saudi customers.
In the first quarter of 2025, Dongfeng Motor witnessed a 63% year-on-year increase in exports of passenger vehicles under its self-owned brands, while exports of new energy vehicles surged by 138%. As a key player in China’s Belt and Road Initiative, Dongfeng Motor continues to accelerate its overseas expansion efforts. The company has introduced multiple passenger and commercial vehicle models tailored for international markets, with its product footprint now spanning over 100 countries across Europe, South America, and Southeast Asia.
