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The UAE's ultra-competitive SUV landscape is heating up. A section dominated by Japanese, European, US and Korean brands, dealerships in the UAE are now tapping a new market: Chinese automotive brands.
Swaidan Trading, a division of Al Naboodah Group, launched four variants of the Haval SUV in the UAE on Sunday. These are the H2 (priced at Dh65,000), H6 (Dh71,500), H8 (Dh117,000) and the H9 (Dh120,000). Engine sizes will vary from 1.6 to 2.4 litres.
The Haval SUV comes from the stable of Great Wall Motors Company, the largest private car manufacturer in China and the sixth-largest car maker in the country. Great Wall already has a presence in the UAE in the form of pick-ups.
For UAE customers accustomed to Japanese and German designs and technology, they can rest assured in knowing that Haval is the No. 1 Chinese SUV brand in terms of sales volumes.
"This year, our target in China is one million car sales. Last year, we sold 850,000 units," said Steven Wang, general manager of the international trade division at Great Wall Motors Company.
The target customers for a Haval H2 is a first-time SUV buyer or a young couple; cost-conscious families would typically opt for an H6.
The auto brand is also keen to target more fleet sales with the two variants. The H6 competes with Kia Sportage, Hyundai ix35, Honda CRV and Toyota Rav4.
READ MORE: Chinese car brands ripe for the picking among UAE dealerships
"We try to target customers who want quality at an affordable price and good service. The quality of our brand cannot compete with Japanese brands. But the gap is not as much as before," Wang said.
Other Chinese car brands in the UAE include the JAC and Chery, among others. "Our advantage over other Chinese brands is quality and design," insisted Wang, adding that Haval would modify cars to suit GCC specifications.
"We hope the UAE will act as a bridge between Great Wall Motors and the rest of the Middle East for us to launch more Haval brands," he added at the Beijing Auto Show, which commenced on Monday.
In line with the slowdown in the wider auto industry, Haval too registered a decline in exports last year. Overseas shipments are expected to remain stagnant for the next two years, the executive hinted.
"Our export volumes have decreased to all overseas markets in the last two years. But this is true for all Chinese brands. This is a result of currency exchange fluctuation," Wang concluded.
- deepthi@khaleejtimes.com
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