Dubai, UAE—Kia has entered a new chapter in the UAE market, with Al Tayer Motors appointed as the brand’s exclusive importer-distributor in the country effective 1st September 2026. The change marks the end of Juma Al Majid Group’s long-standing association with Kia in the UAE, a major change in the UAE automotive landscape.
Under the new arrangement, Al Tayer Motors will oversee Kia sales, service, parts and aftersales operations across Dubai and the Northern Emirates. Premier Motors, part of the Al Tayer Motors group, will handle Kia operations in Abu Dhabi and Al Ain.
The announcement represents a significant shift in the UAE’s franchised automotive market. Juma Al Majid Group had been Kia’s partner in the UAE for many years, helping establish the Korean brand as a major mainstream player in the market.
So, what happens to the existing Kia customers who purchased from Juma Al Majid?
For existing owners, the transition is intended to be seamless. Kia and the new partners have confirmed that existing warranties, service agreements and aftersales support will continue without interruption and will be fully honoured.
The timing comes at a very crucial juncture as Kia is reshaping its proposition around electrification, connected mobility and a broader portfolio of passenger vehicles, SUVs, electric vehicles and commercial vehicles. Kia has also recently introduced the PV5 in the UAE, with further launches planned.
Photo Credits: Damian B Oh, via Wikimedia Commons, CC BY-SA 4.0.
For Al Tayer Motors, Kia adds a high-volume mainstream brand to a portfolio that already includes several major global automotive marques. The group has extensive experience in sales, aftersales, parts distribution and multi-brand retail across the UAE.
The appointment creates a new competitive dynamic and would also reshape competition among the UAE dealer groups.
Scale, showroom coverage, aftersales capacity and the ability to manage the transition from internal-combustion vehicles to electric and other electrified powertrains are becoming increasingly important differentiators.
Photo: Damian B Oh, via Wikimedia Commons, CC BY-SA 4.0.
For Kia, the partnership provides access to an established automotive retail and aftersales infrastructure at a time when the UAE market is becoming increasingly competitive, particularly as Chinese brands expand rapidly and traditional manufacturers accelerate their electrification strategies.
For the UAE dealer market, the Kia move highlights how global manufacturers are reassessing distributor capabilities in markets where customer expectations, product technology and the economics of aftersales are changing rapidly.
For the UAE dealer groups, the message is very clear: scale alone is no longer enough. OEMs are increasingly looking for partners capable of managing a rapidly changing product mix, digital customer journeys, electrification and the long-term ownership experience.
On behalf of the automobile people and customers in the UAE, Automotive Middle East takes this opportunity to thank Juma Al Majid for their contributions thus far. Also, we ask you to reach out and congratulate Al Tayer Group and wish them all the very best for success.
Source: Al Tayer Motors official website, accessed 1 September 2026.
LinkedIn: Automotivate Middle East
Instagram: @automotivate.me
Facebook: Automotivate ME
