Al Habtoor Motors’ MD discusses EVs, JAC e30X and sustainable mobility

In this interview with Gulf Business, Karim Maksoud, managing director of Al Habtoor Motors, discusses the company’s support of sustainable transportation, the launch of the JAC e30X electric vehicle (EV) in the UAE, and other key mobility trends. Here are excerpts from the discussion.

The JAC e30X is JAC Motors’ first EV introduced to the UAE market. Share with us the key motivations behind selecting the UAE for the launch.

The JAC e30X has been one of Al Habtoor Motor’s biggest launches this year and reflects our commitment to leading the way in sustainable transportation. The UAE’s ‘Year of Sustainability’, alongside its leadership in environmental initiatives and trends, makes it the perfect market for launching a vehicle that’s as much about design as it is about technology.

With the rapid increase in charging stations, the UAE is embracing EVs, and the e30X is tailored for this market with features like a double-layer laminated Low-E glass panoramic moonroof, which offers a clear view of Dubai’s iconic skyline while blocking 99 per cent of UV rays. This ensures comfort in the region’s climate.

How has the market responded to the JAC e30X since its debut in June? What feedback have you received from customers and industry professionals?

The response has been overwhelmingly positive. One consistent piece of feedback is its competitive pricing for a new EV. At under Dhs100,000, it’s an affordable option for those seeking a reliable hatchback.

Customers are impressed by its acceleration, speed, and safety features like lane-keeping assist and cruise control. The e30X stands out with its retro look paired with state-of-the-art technology, such as a 12.5-inch infotainment screen, 6.2-inch digital speedometer, and built-in fridge, which has garnered particular praise from customers in the UAE.

Can you shed light on the performance of Al Habtoor’s other auto brands?

We have long-standing partnerships with some of the most iconic automotive brands, such as Bentley, Bugatti, Pagani, Mitsubishi, Fuso and JAC. These brands have built proven track records, and we have fostered almost family-like relationships with them. This is reflected in our growing market share and our ability to consistently meet the evolving needs of our customers.

How does the introduction of the JAC e30X fit into Al Habtoor Motors’ broader strategy for electric vehicles? What plans do you have for expanding your EV lineup?

As a consumer-focused company, Al Hatoor Motors ensures that the brands we represent align with our goals of delivering seamless, comfortable, and efficient driving experiences. We don’t jump into trends lightly. Our priority is customer satisfaction, and we take the time to carefully evaluate new models.

Trust is something we have built over the years, and we remain protective of that. As the EV market grows more competitive, we will continue to offer the best vehicles for our customers while expanding our EV lineup.

Could you elaborate on Al Habtoor Motors’ commitment to sustainability and how this is reflected in your current and future product offerings?

Our strategy is fully aligned with the UAE government’s goals for sustainability and green energy. Last year, Suhail Al Mazrouei, the UAE’s Minister of Energy and Infrastructure, announced that by 2050, half of the cars on the roads in the UAE will be electric. This is a commitment we take seriously. We are constantly investing in our manufacturers and testing new vehicles to ensure we meet the government’s ambitious goals.

In your view, what are the key trends shaping the automotive industry in the Middle East, particularly concerning electric vehicles and smart mobility?

The Middle East is embracing sustainability, with major plans for green energy and increasing the number of public charging stations by 170 per cent by 2025.

One key concern from consumers is how far they can travel on a single charge, but EVs have made huge strides in recent years with better batteries and faster charging times.

People are becoming more open to EVs, and this trend will only continue as technology and infrastructure advance.

How is Al Habtoor Motors leveraging innovation to stay ahead in the increasingly competitive automotive market? What role does technology play in your strategy?

Technology is at the core of everything we do at Al Habtoor Motors, from our digital marketing campaigns to our renovated showrooms equipped with the latest technology for customer service.

Our cars are innovative, and we ensure our processes are just as smooth. For example, we’ve simplified the car-buying process with less paperwork and faster transaction times. This enhances the overall customer experience, keeping us ahead of the competition.

How do you foresee the GCC automotive market evolving over the next five to 10 years, especially concerning the adoption of electric vehicles?

The GCC governments are united in their push for sustainability, with the UAE targeting a 40 per cent reduction in energy consumption and a 10 million-tonne reduction in carbon emissions by 2050.

EVs will play a significant role in achieving these targets, with more vehicles on the roads and greater accessibility through increased charging stations. The technology in EVs today offers drivers more peace of mind, providing detailed information about their trip and nearby charging stations.

What do you see as the biggest challenges and opportunities ahead for the auto industry in the region?

The biggest challenge will be ensuring the infrastructure can support the expected influx of EVs. Fortunately, the UAE is already investing heavily in this area, and we are optimistic about the future.