Arabian Heritage Motors, under the Al Ghurair Mobility umbrella, has inaugurated the world’s largest EXEED showroom in Riyadh, Saudi Arabia. The 5,000 square meter facility consolidates sales, after-sales service, and customer engagement into a single location, representing a significant investment in the Kingdom’s growing automotive market. This launch underscores the increasing demand for premium vehicle brands within Saudi Arabia and strengthens Al Ghurair’s long-term commitment to the region.
The opening event, held recently in Riyadh, drew attendance from key figures including John Iossifidis, Group CEO of Al Ghurair, alongside executives from Arabian Heritage Motors and Chery International Group, as well as government officials and industry analysts. The new showroom is strategically positioned to capitalize on Saudi Arabia’s ambitious economic diversification plans and its evolving automotive landscape.
Expanding the EXEED Footprint in Saudi Arabia
The decision to establish this flagship location in Riyadh aligns with Saudi Vision 2030, a national strategy designed to attract foreign investment and foster the development of robust industrial and technological sectors. According to Al Ghurair Mobility, Riyadh’s operational readiness and strong local partnerships made it the ideal choice for this expansion. The facility not only provides a sales and service hub but also includes a dedicated training center for both technical and non-technical staff, ensuring a consistently high level of customer experience.
Investment in After-Sales Support
John Iossifidis emphasized the importance of a long-term approach to the Saudi market, stating that consistent performance and robust after-sales support are crucial for building brand trust. This commitment is further demonstrated by the recent opening of a regional spare parts warehouse in Jebel Ali, Dubai, in December 2024. The 12,000 square meter warehouse, holding over 20,000 parts, aims to significantly reduce lead times and improve service responsiveness for EXEED customers throughout Saudi Arabia and the wider Gulf Cooperation Council (GCC).
Oscar Rivoli, CEO of Motors at Al Ghurair Mobility, highlighted the demographic factors driving demand for premium vehicles in the Kingdom. With approximately 71% of the Saudi population under the age of 35, expectations regarding vehicle ownership and service are rapidly evolving. Al Ghurair is positioning itself to meet these changing needs through a partnership-led growth strategy focused on sustainability and a high-quality customer journey.
Kyle Chen, Country Director of EXEED, noted the alignment between the brand’s expansion strategy and the goals of Saudi Vision 2030, particularly its emphasis on innovation and industrial ecosystem development. EXEED, as a premium brand within the Chery International Group, benefits from a strong global foundation, with the group exporting over 1.3 million vehicles to more than 120 countries in 2023. This new showroom will support the next phase of growth for the brand in Saudi Arabia, informed by local market insights.
Chery International, the parent company of EXEED, has a substantial international presence, employing over 80,000 professionals globally. The EXEED brand currently operates in 22 markets with a network of 157 showrooms and offers a portfolio of six distinct models. The company is actively working to expand its model range and enhance its brand recognition in key international markets, including Saudi Arabia.
The launch of this flagship showroom represents a significant step in the localization of the EXEED brand within the Kingdom. It also reflects a broader trend of Chinese automotive manufacturers increasing their investment and presence in the Middle East, driven by growing demand and favorable economic conditions. The automotive sector is identified as a key area for growth under Saudi Vision 2030, with targets for increasing local manufacturing and attracting foreign direct investment.
Looking ahead, Al Ghurair Mobility will likely focus on expanding the EXEED service network across Saudi Arabia to complement the new flagship showroom. Monitoring the impact of the Jebel Ali spare parts warehouse on service delivery times and customer satisfaction will also be crucial. Further announcements regarding potential local manufacturing initiatives or new model introductions are anticipated as the company continues to integrate into the Saudi market.
