Why Middle East consumers stand to gain from global automotive shifts

Few markets remain as insulated and opportunistic as the one in this region, writes Irfan Tansel, CEO of Al Masaood Automobiles

Irfan Tansel, CEO of Al Masaood Automobiles. Picture: Al Masaood Automobiles

Recent waves of US-led tariffs on automotive imports - especially those targeting European, Japanese, South Korean and Chinese automakers - are triggering seismic changes in global automotive supply chains. But few regions remain as insulated and opportunistic as the Middle East automotive market.

While trade tensions ripple across North America, Europe, and Asia, the Middle East emerges as an unlikely beneficiary - particularly for its consumers.

Global shake-up, regional advantage

Why? Because the Middle East has not responded in kind. While the US has imposed tariffs, the Middle East has maintained a largely open trade stance. As a result, this region becomes a critical alternative destination for global automakers looking to offload excess production and maintain factory utilisation rates.

For consumers in the UAE, Saudi Arabia and the wider region, this means better availability, more choice and potentially lower prices - particularly in the luxury and mass-market segments.

Japanese and South Korean recalibration

Japanese brands dominate the Middle East automotive landscape, accounting for up to 60 per cent of all vehicle sales in key markets. If tariffs restrict their competitiveness in the US - a 15 million vehicle market versus the Middle East’s 1.5 million - they will need to pivot aggressively to other export destinations. The Middle East, with its absence of trade barriers, becomes a natural recipient of this pivot.

South Korean manufacturers face a similar calculus. As global trade constraints narrow their traditional pathways, competition in the Gulf region will only intensify. This sets the stage for a consumer-friendly market where automakers compete not only on quality, but increasingly on pricing and availability.

Luxury cars: From waiting lists to immediate delivery?

Traditionally, new luxury models were prioritised for western markets, especially the US. That may now change.

For European automakers, softening demand in North America due to tariffs could result in redirected stock to the Gulf - particularly the UAE, where luxury cars represent 13 pre cent of the market.

This shift could resolve long-standing supply issues in the region, reducing wait times and even bringing price moderation in the premium segment.

Impact on North American vehicle production

The imposition of tariffs between the US, Canada and Mexico presents additional complexities. When the US applies tariffs on Canadian or Mexican components, it drives up the cost of manufacturing for American brands, ultimately leading to higher prices for cars produced in North America. Though these price rises do not directly affect the Middle East due to the region’s tariff-free policies, they could make American vehicles pricier, making them less competitive in the Gulf compared to European, Japanese, South Korean or Chinese alternatives.

For consumers in the Middle East, this means American brands may experience a rise in pricing as the additional production costs are passed down the supply chain. The knock-on effect will likely cause a shift in the purchasing preferences of customers, as they gravitate toward manufacturers unaffected by such tariffs, further benefiting non-American global brands operating within the region.

China’s quiet domination

Perhaps the most profound transformation is the meteoric rise of Chinese automotive brands in the Middle East. In just five years, their market share has surged from less than 1 per cent to more than 20 per cent in 2024. This is not just a statistic - it’s a signal.

With Chinese manufacturers largely blocked from US and European markets due to previous and new tariffs and protectionist policies, they have turned east and south - to Asia, Africa, South America and, crucially, the Middle East.

Armed with ultra-modern factories, rapid model development cycles of 2-3 years versus 6–7 for legacy brands, and aggressive pricing strategies, Chinese automakers are redefining the competitive landscape. And because they face no local tariffs, their ability to undercut rivals is unmatched.

The hidden cost: A new challenge for dealerships

While consumers stand to gain, the picture is more complex for regional automotive businesses. Increased competition, oversupply, and price deflation could strain dealer margins and business sustainability.

Dealers and distributors will need to adapt quickly, focusing on efficiency, innovation, after-sales excellence, and digital transformation. Those who cling to outdated models risk being swept aside by the very forces that are benefiting the consumer.

A rare moment of leverage

For Middle Eastern consumers, these shifting global dynamics represent a rare window of opportunity. More cars, better prices, and improved access to luxury and cutting-edge technology—without the baggage of trade wars or retaliatory tariffs.

For industry leaders, however, this is a moment of recalibration. The region’s open trade policy is attracting global attention, but success will depend on navigating this new, ultra-competitive environment with clarity, speed, and strategic foresight.

The automotive future of the Middle East will be shaped not in Washington, Brussels, or Beijing - but on the showroom floors of Abu Dhabi, Riyadh and Dubai.