UAE automotive conglomerate Elite Group Holding is pushing its Chinese car brands deeper into the Emirates, officially opening new multi-brand showrooms in Al Ain and Ajman — bringing both Jetour and SOUEAST under one roof for the first time in these markets.
A New Kind of Showroom Experience
The Ajman showroom spans 2,100 sqm, while the Al Ain showroom covers 2,300 sqm. Both locations opened in February 2026, Ajman on February 10th and Al Ain on February 15th, and introduced a pioneering multi-brand concept that allows customers to explore two distinct automotive brands in a single, premium environment.
Each showroom is fully equipped with a service centre, dedicated brand consultants, customer lounges, and tailored sales services to ensure a seamless ownership journey from day one.
Why Al Ain and Ajman?
The expansion is a deliberate move to serve fast-growing automotive markets beyond Dubai and Abu Dhabi. Strategically located to serve emerging automotive hubs beyond Dubai, the Al Ain and Ajman showrooms reflect Elite Group Holding’s efforts to bring its portfolio closer to customers across the UAE.
Group CFO Haroon Hayat summed up the vision: as customer expectations evolve, demand is growing for automotive retail that feels accessible, experience-led, and offers greater flexibility to compare and explore.
The Brands on Show
Jetour, known for its adventure-focused SUV lineup and an industry-leading 10-year/1 million km warranty, and SOUEAST, which recently launched the S08DM plug-in hybrid SUV offering 355 hp and a total range of up to 800 km, are both on full display.
The Bigger Picture
With over 20 UAE facilities in its sights, Elite Group Holding is rapidly becoming one of the region’s most ambitious automotive retail networks, and this twin opening signals that the Chinese car revolution in the Gulf is firmly moving beyond the city limits.
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