Smart Cars Launch in UAE
Introducing the Smart #1 and #3: EV Models for Urban Life
Smart is rolling out the Smart #1 and #3 in three trims—Pro+, Premium, and Brabus. The Smart #1 is a compact SUV designed with a spacious, tech-oriented interior, perfect for urban dwellers seeking a balance of comfort and advanced technology. Meanwhile, the Smart #3 brings a sportier feel with a coupe-style body, complete with sleek, aerodynamic lines and a distinct “shark-nose” front. Its high-performance Brabus variant boasts an impressive acceleration from 0-100 km/h in just 3.7 seconds, appealing to those who want both speed and sustainability. Pricing for both models is expected to begin at approximately AED 180,000, positioning Smart as a luxury, yet accessible, EV brand in the UAE.
Smart’s UAE Showroom and Strategic Partnership with AW Rostamani
Smart’s commitment to the UAE market is further evident in the opening of a showroom on Sheikh Zayed Road, allowing prospective buyers an immersive experience with the new EVs. Through its partnership with AW Rostamani Group, Smart aims to establish multiple exclusive outlets across the UAE. Known for its expertise in automotive distribution—especially as the exclusive distributor for brands like Nissan, Infiniti, and Renault in Dubai—AW Rostamani is an ideal partner to support Smart’s vision for premium, sustainable urban mobility.
“With our partnership, we support the UAE’s sustainability initiatives and net-zero goals,” said Michel Ayat, CEO of AWR Automotive. “Together, we intend to redefine EV expectations in the UAE.” Yen Fong Raad, GM of Smart Mobility at AWR, echoed these sentiments, highlighting the support of Geely in bringing the Smart brand to UAE consumers who value innovation and sustainability.
Driving Towards Sustainability and Smart’s Global Ambitions
The launch aligns closely with the UAE’s goal of achieving net-zero emissions by 2050. As the country makes strides with the Dubai Clean Energy Strategy, Smart’s arrival reflects a deepening commitment to sustainable urban transformation. This launch represents a significant milestone in Smart’s “China-Europe, dual-home” strategy, with R&D centers in both regions enabling the brand to tailor innovations for a global audience.
Mandy Zhang, Global CMO of Smart Automobile, remarked on the significance of launching in Dubai: “This market introduction is intended to foster urban transformation toward sustainability and premium automotive technology.” Since Smart’s global rollout, the brand has delivered 100,000 units of the Smart #1 and #3 across 31 markets, solidifying its presence in the all-electric SUV space.
A Competitive Market with Unique Opportunities
Despite the growing EV market, Smart faces competition from established players like Tesla and NIO. However, Smart’s unique design, combined with an emphasis on “Mindful Technology” and sustainability, offers a distinctive edge. Smart’s brand ethos, encapsulated in its new slogan “Open Your Mind,” revolves around the pillars of Inspirational Co-Creation, Contemporary Premium, and Mindful Technology.
The UAE launch may also serve as a strategic entry point for further expansion into the Middle East, where the rising interest in EVs and environmental initiatives provides a favorable environment. Smart is well-positioned to appeal to sustainability-minded consumers who prioritize eco-friendly solutions in luxury vehicles.
Looking Ahead
Smart’s UAE entry is not just about launching cars; it’s about shaping a culture of sustainable, urban-centric luxury in the Middle East. With a powerful blend of innovative technology, strategic local partnerships, and a global vision, Smart is poised to make a lasting impact on the region’s automotive landscape. As the UAE embraces more electric options, Smart’s introduction of the #1 and #3 models represents a promising step towards a greener, more sustainable future for urban mobility.
Pedro Melo Figueiredo
Founder | DriveMarket
