The automotive market in the United Arab Emirates has shown significant competitive signs as the month of Ramadan approaches. Car companies and dealers have introduced extensive offers on new cars, including complimentary insurance and registration packages, extended service contracts, and extended warranty periods of up to five or seven years in some cases. 'Emirates Today' observed during a field tour that Ramadan offers are widespread across various showrooms, with Chinese brands dominating these promotions. The offers varied, including complimentary roadside assistance packages for periods ranging from three to five years, free window tinting and protective paint for the vehicle's body, as well as zero-interest financing programs extending from three to five years through partnerships with several banks. One dealer also launched offers with cashback via shopping vouchers. Consumers stated that the current offers carry a competitive and positive tone but could become more attractive if dealers expand direct price discounts or broader cashback programs. Specialists and officials at car agencies confirmed that the market is indeed experiencing strong competition, noting that the Ramadan offers provide real added value for consumers, prompting many agencies to adopt these perks instead of direct price reductions or cashback policies. In detail, consumer Samir Rizk said the car agency offers during this current Ramadan season seem more diverse and competitive, especially from Chinese brands that have offered significant advantages compared to other brands. He highlighted the importance of enhancing available packages with cashback offers to increase the direct benefit for buyers. Consumer Ayman Saad considered the current car offers a positive step in favor of consumers, but including direct price discounts or cashback programs within marketing campaigns would give buyers tangible savings and enhance the purchase decision's viability. Consumer Ibrahim Mustafa noted that Ramadan typically sees a surge in offers on new cars across all categories, especially Chinese brands, which have recently intensified their promotions. He explained that the Ramadan offers launched included extended coverage for several years, both for new electric vehicles that provide an eight-year battery warranty and for internal combustion engine models featuring long-term service and warranty packages. Sasha Asced Gian, General Manager of 'Al Rustmani Commercial,' agreed that the UAE's car market is experiencing a high and remarkable level of competition, especially during Ramadan, amidst the wide and varied offers introduced by agencies. Sales consultant at a car agency, Ahmed Salah, stated that the Ramadan offers include real added value for consumers, which drives many agencies to adopt these perks as an alternative to direct price discounts or cashback policies. He pointed out that the diversity of offers during this period gives consumers more room for comparison to choose the package that suits their needs and budget. He added that in light of rising car prices, it is important for offers to include genuine price reductions or cashback vouchers rather than being limited to traditional offers like free tinting or insurance. In a related context, Rick Mullins, General Manager of the 'Exeed' brand at Al Ghurair, stated that Ramadan witnesses a clear escalation in competition within the UAE's car market. He emphasized that the real value lies not only in short-term incentives but also in the clarity of the long-term ownership experience. He confirmed that consumers have become more aware, viewing their purchasing decision from a comprehensive perspective that includes warranty duration, maintenance costs, and technical support level, not just the initial price. He added that this trend reflects a shift in competition from merely a race to the bottom on prices to a focus on the quality and sustainability of the ownership experience.
