Dongfeng Motor’s premium electric off-road brand, M-Hero, recently made a significant move by launching its first model, the M-917, in Dubai, United Arab Emirates. This launch event took place on November 18, marking a crucial step in M-Hero’s globalization strategy and its strategic presence in the Middle East market.
The M-917, known locally as the M-Hero I, is priced starting at AED 399,000 ($108,630) in the UAE. At the launch event, 15 units of the model were ordered, indicating a positive reception in the market. The model has already been certified for new vehicle access in the European Union and various other regions, with support from M-Hero’s partners enabling its presence in 40 countries and regions worldwide.
M-Hero was officially announced by Dongfeng in August 2022, alongside two concept cars, the M-Terrain and the M-Terrain S. Following this announcement, the M-917 was launched in China in August 2023, offering both an extended-range electric vehicle (EREV) version and a battery electric vehicle (BEV) version. The starting prices for these models in China are RMB 637,700 ($88,090) and RMB 697,700, respectively.
In May, M-Hero conducted testing of the M-917 prototype in the UAE, marking its debut in the Middle East. Partners in the UAE had ordered the prototype in March, and after the models arrived in mid-April, a month-long road test demonstrated the model’s capability to handle various terrains in the region.
The launch of the M-917 in Dubai signifies M-Hero’s commitment to expanding its presence globally and catering to the growing demand for premium electric off-road vehicles. With a strong network of partners and a focus on innovation, M-Hero is poised to make a mark in the international automotive market.
