Shanghai (Gasgoo)- On April 23, Dongfeng Motor signed a strategic cooperation agreement with Saudi Arabia's Universal Motors Agencies ("UMA") at the AUTO SHANGHAI 2025, positioning the Saudi market as a core hub for the Chinese automaker's Middle East expansion and a key gateway to the six Gulf Cooperation Council (GCC) countries.
The deal marks a significant milestone in Dongfeng Motor's global strategy, highlighting further progress in the Middle Eastern market.
Founded in 1947, UMA is one of the oldest automotive dealership groups in the region. Dongfeng Motor and UMA first established a strategic partnership in 2020, with UMA becoming a key distributor of Dongfeng Motor's brands. In 2024, the partnership achieved a breakthrough as Dongfeng Motor became the first Chinese automaker to provide services to major local enterprises in Saudi Arabia.
The new agreement strengthens this partnership by forming a strategic alliance under the broader China-Saudi government procurement framework, integrating capital, technology, and market access. Dongfeng Motor has committed to supplying nearly 10,000 vehicles through a strategic procurement deal and will support UMA with comprehensive solutions spanning product innovation, service enhancement, and marketing transformation.
In 2025, Dongfeng Motor and UMA plan to launch exclusive vehicle models tailored for Saudi consumers, establishing a benchmark product lineup for the region. The collaboration also aims to enhance UMA's lead generation, conversion, and overall sales efficiency through the development of an omnichannel marketing system—setting a new standard for automotive retail operations in the Middle East.
Looking ahead, Dongfeng Motor will leverage its full value chain strengths—from R&D to manufacturing—and develop an integrated platform combining automotive, insurance, and financial services to offer innovative, reliable, and high-quality products and services to Saudi customers.
In the first quarter of 2025, Dongfeng Motor's exports of passenger vehicles under its self-owned brands rose 63% year-on-year, while exports of new energy vehicles surged by 138%. As a key participant in China's Belt and Road Initiative, Dongfeng Motor continues to accelerate its overseas expansion. To date, it has developed multiple passenger and commercial vehicle models for international markets, with its product footprint now spanning over 100 countries across Europe, South America, and Southeast Asia.
