Chevrolet opens what it calls a global-first experiential showroom in Dubai.
Chevrolet has opened a 630-square-metre experiential showroom at City Centre Mirdif in Dubai with its exclusive local dealer, Al Ghandi Auto. Customers can browse, configure, test-drive and buy a car in one place inside the mall.
The space is split into four zones: a Lifestyle Zone for Chevrolet's SUVs, an Off-road Zone for adventure models, a New Energy Vehicles Zone for electric and plug-in hybrid cars, and a Performance Zone for the Corvette with an interactive driving simulator. LED walls and screens let visitors explore features before talking to staff, and the modular layout can be changed for launches, seasonal campaigns and events. A lounge, café corner and merchandise are part of the mix.
The showroom was developed by Chevrolet's local omnichannel team and General Motors' global industrial design team, with Universal Design Studio and ALEC Construction. Furrukh Jawaid, chief marketing officer for GM Africa and Middle East, said it brings the whole Chevrolet range into one destination. Mark Jenkins, chief executive of Al Ghandi Auto, said UAE buyers are embracing new ways to shop and want physical and digital touchpoints joined up. Chevrolet's "global-first" claim rests on GM's own review of showroom formats, Campaign Middle East reported on 21 October.
There are no figures yet on footfall, test drives or sales, and GM has not said whether the format will be rolled out to other markets.
For marketers in automotive and other high-ticket categories in Saudi Arabia and the UAE, this is a useful test of whether a mall space with simulators, flexible zones and the option to buy on the spot can turn browsing into sales. It is worth watching what results GM shares.
Why it matters
Mall-based, buy-on-the-spot showrooms are a live test for Gulf automotive and high-ticket retail marketers looking to join online discovery with in-person selling.
Related trends.
HYVE opens in Dubai and Riyadh with an AI-run media model
A new media agency, HYVE, has launched with full operations in both Dubai and Riyadh. It runs paid and organic media, data and customer experience on its own AI platform, Honeycomb.
Why it mattersAnother AI-first independent is betting Saudi brands want media tied to business results, and it is building in Riyadh from day one rather than serving it from Dubai.
Multiply Media Group adds US screens through OUTFRONT pilot
UAE out-of-home owner Multiply Media Group has signed a pilot deal with OUTFRONT Media that lets its clients add US screens to their campaigns. It is the first time MMG has offered American inventory.
Why it mattersOne Gulf media owner can now sell Saudi, UAE, UK and US screens together, which could make cross-border outdoor campaigns simpler for brands chasing American audiences.
LIONS and TOURISE study: half of travellers can't recall a tourism ad
Half of travellers cannot remember the last tourism advertisement they saw, according to new research from LIONS Advisory and TOURISE, the Saudi-backed tourism platform. The study argues that destination marketing is not keeping pace with rising travel demand.
Why it mattersSaudi destinations are spending heavily to win visitors, and this study suggests generic tourism ads are mostly forgotten, while creators, social and AI planners shape choices.
