Established in 1947, UMA is one of the region’s oldest automotive distributors. The partnership with Dongfeng began in 2020, with UMA distributing Dongfeng’s brands. In 2024, Dongfeng became the first Chinese automaker to serve major local enterprises in Saudi Arabia, marking a significant milestone. The new agreement builds on this foundation, integrating capital, technology, and market resources under a broader China-Saudi procurement framework.
Dongfeng has committed to supplying nearly 10,000 vehicles through this strategic deal and will provide UMA with comprehensive support, including product innovation, enhanced services, and advanced marketing strategies. A Dongfeng representative stated: “This collaboration marks a new milestone in our continued commitment to the ‘In China, For China’ localization strategy.” In 2025, the partnership will introduce vehicle models tailored for Saudi consumers, aiming to set a regional benchmark for product offerings.
The agreement also focuses on improving UMA’s sales efficiency through an omnichannel marketing system, enhancing lead generation and customer conversion. This initiative is expected to establish a new standard for automotive retail in the Middle East, combining innovation with customer-centric solutions.
Looking forward, Dongfeng plans to leverage its expertise in research, development, and manufacturing to create an integrated platform that combines automotive, insurance, and financial services. This platform will deliver reliable, high-quality products and services to Saudi customers, strengthening Dongfeng’s market presence.
In the first quarter of 2025, Dongfeng’s passenger vehicle exports under its own brands grew by location63% year-on-year, while new energy vehicle exports surged by 138%. As a key participant in China’s Belt and Road Initiative, Dongfeng continues to expand globally, with products now available in over 100 countries across Europe, South America, and Southeast Asia. The company has developed a range of passenger and commercial vehicles tailored for international markets.
The deepened partnership with UMA underscores Dongfeng’s commitment to delivering innovative mobility solutions in the Middle East. By combining localized strategies with global expertise, Dongfeng and UMA aim to meet the evolving needs of Saudi consumers while contributing to the region’s automotive industry growth.
