What is it that you currently do?
As the General Manager of M.A.H.Y Khoory Automotive, I lead the introduction and market expansion of Dongfeng, an innovative Chinese automotive brand recently launched in the UAE. My role involves overseeing all aspects of operations and strategy, from market entry initiatives and brand awareness campaigns to enhancing operational efficiencies. My primary focus is to establish Dongfeng as a key player in the UAE’s automotive industry by building a strong brand foundation, delivering exceptional customer experiences, and driving business growth. By aligning Dongfeng’s global vision with the unique needs and trends of the UAE market, I strive to create meaningful connections with our community, ensure seamless dealership operations, and make a lasting impact in the industry.
How did you get started in the UAE automotive market?
My journey in the UAE automotive market began more than a decade ago, driven by a deep passion for innovation and transformation within this dynamic sector. The UAE’s rapid growth, embrace of technological advancements, and commitment to premium customer experiences have made it an ideal environment for ambitious automotive initiatives. I initially held various leadership roles across multiple automotive brands, gaining invaluable expertise in marketing, dealership management, and market strategy. These experiences allowed me to develop customer-centric strategies and a deep understanding of market trends, ultimately preparing me to lead major initiatives, such as introducing Dongfeng to the UAE. This extensive experience has positioned me to guide Dongfeng’s impactful market entry and expansion across the region.
What has been your biggest career success?
One of my proudest accomplishments has been leading the successful entry and growth of emerging automotive brands in new markets, with the recent launch of the Dongfeng showroom in Dubai serving as a major milestone. This event attracted significant interest and engagement from industry professionals, reflecting the strength of our strategy and execution. Establishing brand awareness, building trust, and presenting a compelling value proposition in such a competitive market underscores the dedication, innovative thinking, and hard work of our entire team. The launch of the Dongfeng showroom stands as a defining moment in my career, showcasing the brand’s ability to resonate with market demands. This achievement is the result of strategic planning, market expertise and cohesive teamwork.
What interesting projects are you currently working on?
Our current focus is on establishing and expanding Dongfeng as a prominent brand in the UAE automotive market, positioning it as a key player in the industry. This effort encompasses several strategic projects, including launching targeted marketing campaigns, expanding our dealership network, and introducing state-of-the-art vehicle models that offer fuel-efficient options. Dongfeng is also actively working to integrate more brands under the MKA portfolio, further strengthening its presence and diversity in the automotive sector. Additionally, we are excited to announce the development of a new facility in Abu Dhabi, which will play a critical role in our expansion strategy and enhance our ability to serve customers across the region. By merging technological innovation with affordability, Dongfeng aims to appeal to a diverse range of consumers while maintaining a strong focus on community engagement initiatives and forming strategic collaborations. These efforts are designed to foster long-term brand loyalty and increase awareness of Dongfeng’s unique value proposition in this competitive market.
How are you redefining the future of the automotive industry?
The automotive industry is rapidly evolving, shaped by technological advancements, environmental priorities, and shifting consumer expectations. At Dongfeng, we are committed to leading this transformation through a focus on innovation and sustainability. Our initiatives include the introduction of affordable electric vehicles (EVs) and the promotion of clean energy solutions, all aimed at creating a seamless, connected, and environmentally conscious driving experience. Our vision extends beyond just technological advancements; we prioritize building strong, lasting relationships with local communities and stakeholders to drive meaningful, long-term change. By championing sustainable mobility and customer-centric solutions, we strive to contribute to a cleaner, more inclusive future for automotive enthusiasts in the UAE.
What do you believe makes a great leader?
A great leader is someone who inspires trust, motivates their team, and acts with integrity and a clear vision. Empathy and adaptability are essential traits, enabling leaders to understand diverse perspectives within their team and navigate change effectively. Great leadership is characterized by clear communication, strategic thinking, and the ability to make informed yet courageous decisions. Above all, a strong leader fosters a supportive and inclusive environment that encourages growth, innovation, and collaboration. By empowering their team to excel and fostering a culture of continuous improvement, great leaders recognize that collective success is built on the strength and cohesion of their people.
How do you foster a culture of continuous improvement and professional growth within your team?
I am committed to fostering a culture where continuous learning, collaboration, and innovation thrive. We prioritize regular training opportunities, mentorship, and constructive feedback to support individual and team growth. Our team is encouraged to think creatively, experiment with new ideas, and learn from both successes and setbacks. By recognizing and rewarding achievements, we strengthen team motivation, build a strong sense of belonging, and reinforce a shared sense of purpose. Promoting a growth mindset where challenges are seen as learning opportunities and successes are celebrated ensures that everyone remains driven to excel and push boundaries together.
What are your goals for the next 3 years?
Our primary goal is to drive Dongfeng’s strategic expansion across the UAE, with a focus on customer acquisition and market leadership. We are thrilled to announce plans to open a second showroom in Abu Dhabi within the next year, further extending our reach and strengthening our market presence. In addition, we are actively working on bringing more globally recognized automotive brands under the MKA portfolio, diversifying our offerings, and reinforcing our position as a leading automotive distributor in the region. Beyond expanding our physical footprint, we are dedicated to deepening relationships with stakeholders, advancing our push into sustainable technologies, and enhancing customer service excellence to build a loyal customer base. Over the next three years, we will continue to prioritize innovative product offerings, exceptional customer experiences, and meaningful community engagement, solidifying Dongfeng’s reputation as a leader in value, innovation, and reliability within the UAE automotive market.
Where can readers find out more about you?
Readers can explore more about my work and Dongfeng’s journey in the UAE by visiting our website https://dongfeng-uae.com/, following our official social media channels, or by visiting our showroom on Al Ittihad Road, Dubai. I am also available for speaking engagements and industry events, where I look forward to sharing insights on the region’s automotive trends and innovations, as well as engaging in meaningful discussions with fellow professionals. Readers can also follow me on https://www.linkedin.com/in/sajjabbar/ and https://www.linkedin.com/company/mahy-khoory-automotive/
