The Couch Potatoes and Outdoorsmen all played side by side
When the Automotivate Middle East team headed to Safa Park for the Dubai 4×4 Expo on Sunday, the 23rd of November 2025, we expected an exhibition of vehicles and gadgets, but what we found was a celebration of the people who fuel this community.
The showground was alive with energy. The off-road fraternity of Dubai turned out in full force, boys, girls, and families, exploring recovery gear, accessories, and equipment designed to take their adventures further. The men were clearly in their element, immersed in what could only be described as an adult toy store packed with 4×4 rigs, camping gear, and outdoor innovations.
Among the crowd and exhibitors were experienced 4×4 trainers, men who could easily school the boys who’ve built their 4x4s for show rather than for go. You know the type, those who’ve spent every dirham on flashy gadgets but haven’t truly ventured into uncharted terrain.
There was also a fascinating mix of homegrown off-road builds, families soaking up the outdoors, motorhomes and new Chinese 4×4 brands stepping up confidently to challenge the industry’s old guard.
But what left an impression for the wrong reasons was the absence of the big legacy 4×4 brands. Their silence was noticeable, and frankly, they owe an apology to this small but hardcore and influential 4×4 community, the very people who, through their passion and word-of-mouth, do more for their brands than most marketing departments ever could.
And then there was Kashi Ali from Al Khoory Automobiles, a lady proudly representing Subaru, a name more associated with Symmetrical All-Wheel Drive (AWD) systems, unique horizontally opposed “Boxer” engines, and world championship-winning rally cars and soft-roaders than rugged trail beasts. Yet there she was, rubbing shoulders with the hardcore off-road crowd, speaking passionately about Subaru’s world-class engineering and heritage. Her confidence in motion, professionalism, and product knowledge stood tall among the lifted trucks and sand-ready monsters.
Kashi proved that true passion isn’t about the size of your tires, it’s about how well you know your drive. Hats off to her, and to the 4×4 community that continues to fuel Dubai’s spirit of exploration.
Automotive Middle East congratulates the event organizers on a job well done. Keep exploring the outdoors and please ensure you have controlled and safe fun while out there and leave the surroundings in its natural state when you leave.
