Adoption of New Energy Vehicles demands development of infrastructure, access to charging solutions, workforce upskilling, and operational changes. Challenges such as uncertainty around charging availability, total cost of ownership, readiness of service infrastructure remain key concerns for businesses. Anthoine Barthes at Al-Futtaim Automotive explains these go to market initiatives.
The global focus on sustainability is driving businesses to reconsider their fleet strategies. In the UAE, sustainability is a national priority, anchored in initiatives such as the Net Zero 2050 agenda and the Dubai Green Mobility 2030 plan. For businesses, adopting New Energy Vehicles have become a strategic necessity rather than an option.
New Energy Vehicles offer numerous benefits, including reduced fuel costs, lower maintenance requirements, quieter operation, and enhanced environmental, social, and governance, ESG performance. However, transitioning to New Energy Vehicles involves much more than simply replacing vehicles.
Adoption of New Energy Vehicles
It demands the development of infrastructure, access to charging solutions, workforce upskilling, and operational changes. Challenges such as uncertainty around charging availability, total cost of ownership, and the evolving readiness of New Energy Vehicle service infrastructure remain key concerns for businesses.
Al-Futtaim Automotive addresses these challenges through an integrated approach. The company provides an extensive range of New Energy Vehicle options, from electric passenger vehicles and plug-in hybrids by brands like BYD, Polestar, Toyota, and Volvo, to heavy-duty electric trucks and buses by Volvo such as VOLVO 7900.
Its Charge2Moov initiative offers tailored residential and commercial charging solutions, developed in collaboration with global charging infrastructure providers such as BYD, Keba, Kempower, Schneider, Vega, and EV Box.
To further ease the transition for businesses, Al-Futtaim Automotive offers flexible financing, leasing, and subscription models, such as the MOOV platform, enabling cost-effective adoption.
The after-sales support includes IMI-certified EV technician training, ensuring expert maintenance and operational reliability. The company’s real-world partnerships, such as collaborations with the RTA, showcase its capacity to deliver scalable and seamless New Energy Vehicle solutions for businesses.
By addressing both the opportunities and challenges of New Energy Vehicle adoption, Al-Futtaim Automotive empowers businesses to embrace sustainable mobility and align with the UAE’s ambitious green initiatives.
Al‑Futtaim Automotive has introduced bilingual virtual showrooms for Toyota, Lexus, and BYD, enabling a seamless and personalised digital car‑buying journey. Launched in early 2025, these platforms allow users to immerse themselves in 360° vehicle views, customise colours and features, and complete reservations or bookings.
From a vehicle lineup perspective, the offering spans a broad spectrum of electrified models. Lexus unveiled the 2025 LX series, including the LX 700h hybrid. Toyota has also made waves by introducing a hybrid version of the Land Cruiser, its first-ever for the iconic model.
Meanwhile, BYD’s portfolio in the UAE includes several EV and PHEV models all underlining the brand’s mission to make electrification more accessible across segments. In addition, Volvo is represented via its electric vehicle solutions including the compact EX30 and Volvo’s 7900 electric buses and trucks, broadening the ecosystem beyond passenger cars.
Taken together, this represents an integrated electric mobility ecosystem: immersive digital retail experiences; a wide-ranging New Energy Vehicle fleet across B2C and B2B; robust smart‑charging infrastructure; flexible ownership options; high‑quality servicing and skilled technicians. This holistic approach is helping to drive EV adoption across consumer, corporate, and public segments in the UAE and wider region.
Enterprise-wide innovation
Innovation is a strategic pillar for Al-Futtaim Automotive, driving its transformation from a traditional automotive retailer into a future-focused mobility solutions provider. In line with the UAE’s Green Mobility Strategy 2030 and Net Zero 2050 ambitions, the company integrates advanced technologies across its operations to enhance customer experience, operational efficiency, and sustainability.
Vehicles across the portfolio are now equipped with advanced features such as AI-assisted driving, voice control, self-parking systems, and personalised infotainment—technologies designed to elevate driving comfort and confidence. Complementing this, predictive maintenance and real-time diagnostics reduce service time and improve overall vehicle uptime.
Innovation also extends to the digital retail journey. Al-Futtaim Automotive’s Virtual Showrooms allow customers to explore, configure, and book test drives entirely online. Within just 30 days, Toyota and Lexus platforms registered over 4,650 interactions, while BYD’s digital showroom drew over 14,000 sessions, demonstrating strong uptake from digital-first consumers.
For commercial clients, smart technology has been transformative. New Energy Vehicle fleet customers benefit from integrated telematics, AI-optimised charging, and fleet health dashboards, all of which contribute to lower operating costs and improved service continuity.
To future-proof its operations, the company is actively investing in Artificial Intelligence across business functions—from technical training and talent development to advanced data analytics that enhance customer understanding and service delivery.
Through this commitment, Al-Futtaim Automotive continues to lead the market in delivering intelligent, connected, and future-ready mobility solutions.
Role of technology
Information Technology, IT plays a pivotal role in enabling Al-Futtaim Automotive’s end-to-end mobility ecosystem, enhancing efficiency, transparency, and customer engagement across all business functions—from sales and aftersales to fleet operations and logistics.
In sales, the company has digitised the entire customer journey through platforms such as virtual showrooms and online booking tools. These allow customers to explore models, configure features, and schedule test drives remotely. Integrated CRM systems capture customer data and behaviour insights, enabling personalised marketing, faster lead conversion, and improved customer retention.
Within servicing, advanced diagnostics and predictive maintenance tools, powered by AI and telematics allow early identification of vehicle issues, reducing downtime and enhancing service efficiency. Real-time service updates, appointment scheduling, and digital records further streamline the customer experience, supporting both individual and fleet clients.
For fleet management, Al-Futtaim Automotive deploys connected vehicle solutions and backend telematics platforms that enable real-time tracking, battery health monitoring, and route optimisation. These systems are especially valuable for New Energy Vehicle fleets, where AI-optimised charging and usage analytics drive cost efficiency and uptime.
In logistics, integrated ERP and inventory management systems ensure timely vehicle movement across supply chain nodes from import and warehousing to distribution and last-mile delivery. These tools support just-in-time delivery models, optimise stock rotation, and enhance supply chain transparency.
Critical IT applications across the business include cloud-based CRM platforms, IoT-enabled telematics systems, integrated ERP software, customer engagement tools, and proprietary AI-powered analytics engines. These systems enable data-driven decision-making, agile operations, and the delivery of seamless, technology-enabled mobility experiences.
Global and regional partnerships
Al-Futtaim Automotive maintains close strategic alignment with its global and regional partner brands to ensure early access to the latest technological advancements in mobility, electrification, and connectivity. This is achieved through ongoing collaboration across product development, technical integration, and go-to-market strategies.
Through its dedicated entity, Al-Futtaim Electric Mobility Company, the group actively partners with both public and private stakeholders to introduce and scale next-generation vehicle technologies in the UAE. These partnerships serve as real-world platforms to deploy, test, and adapt innovative solutions from leading automotive manufacturers.
A prime example is the collaboration with Parkin, the UAE’s largest provider of paid public parking facilities. Under this partnership, Al-Futtaim Automotive is supporting the development of integrated, sustainable urban mobility solutions by leveraging data-sharing, digital infrastructure, and electric vehicle deployment—demonstrating how OEM innovation can be tailored to local infrastructure needs.
Further reinforcing this approach, the company recently partnered with Dubai Taxi Corporation to deploy 200 all-electric BYD Seal vehicles across Dubai’s taxi fleet. These units bring cutting-edge EV technologies such as fast-charging capability, extended range, and intelligent safety systems directly into public mobility use cases.
A separate collaboration with e&, formerly Etisalat Group brought 100 BYD electric vehicles into the UAE, supporting corporate fleet electrification. These case studies illustrate how imported OEM technologies are being adapted for regional deployment in a scalable manner.
Forward-looking vision
Al-Futtaim Automotive’s forward-looking vision is anchored in building a fully integrated, future-ready mobility ecosystem that supports the UAE’s Green Mobility Strategy 2030 and Energy Strategy 2050. The company has moved beyond traditional automotive retail to deliver end-to-end mobility solutions encompassing New Energy Vehicles, charging infrastructure, digital retail platforms, and technical training.
A critical enabler of this vision is workforce readiness. Al-Futtaim Automotive is the first company globally to issue over 1,500 IMI-certified EV technician accreditations, including emergency response training with Dubai Police. This milestone reflects the organisation’s proactive approach to equipping both public and , private stakeholders with the capabilities needed to support a safe and scalable EV transition.
On the digital front, the company continues to enhance customer engagement through virtual showrooms, offering fully immersive, device-agnostic car shopping experiences tailored to the needs of today’s digital-first consumers.
Sustainability remains at the core of Al-Futtaim Automotive’s strategy. The company is actively reducing the UAE’s EV-to-charger ratio through its Charge2Moov network and supporting commercial fleet electrification through strategic partnerships with entities such as Uber, Neo Mobility, and BYD. The recent launch of BYD commercial vehicles underscores its commitment to delivering practical, zero-emission transport solutions to regional businesses.
Al-Futtaim Automotive aspires to become a global mobility powerhouse, with plans to scale across the Middle East, introduce bold new brand offerings, expand AI capabilities, and intensify customer-centric innovation. This vision positions the company at the forefront of sustainable mobility, aligned with national objectives and global best practices.
As part of its sustainability goals, Al-Futtaim Automotive is committed to achieving the following milestones by 2030:
- Ensuring 50% of its vehicle sales comprise New Energy Vehicles
- Contributing to UAE’s EV infrastructure by installing 10% of the country’s charging stations
With innovation and sustainability at its core, Al-Futtaim Automotive continues to lead the charge in advancing New Energy Vehicle adoption and championing sustainable transportation solutions, positioning itself as a regional pioneer in the mobility sector.
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Key takeaways
- For businesses, adopting New Energy Vehicles have become a strategic necessity rather than an option.
- The Charge2Moov initiative offers tailored charging solutions, developed in collaboration with BYD, Keba, Kempower, Schneider, Vega, EV Box.
- Al-Futtaim Automotive offers flexible financing, leasing, and subscription models, such as the MOOV platform, enabling adoption.
- After-sales support includes IMI-certified EV technician training, ensuring expert maintenance and operational reliability.
- Al‑Futtaim Automotive has introduced bilingual virtual showrooms for Toyota, Lexus, and BYD, enabling personalised digital car‑buying journey.
- Al-Futtaim Automotive’s Virtual Showrooms allow customers to explore, configure, and book test drives entirely online.
- Within 30 days, Toyota and Lexus platforms registered over 4,650 interactions, while BYD’s digital showroom drew over 14,000 sessions.
- Vehicles across the portfolio are now equipped with advanced features such as AI-assisted driving, voice control, self-parking systems.
- New Energy Vehicle fleet customers benefit from integrated telematics, AI-optimised charging, and fleet health dashboards.
- It is investing in Artificial Intelligence across business functions—from technical training and talent development to advanced data analytics.
- The company has digitised the entire customer journey through platforms such as virtual showrooms and online booking tools.
- Integrated CRM systems capture customer data and behaviour insights, enabling personalised marketing, faster lead conversion.
- Advanced diagnostics and predictive maintenance tools, powered by AI and telematics allow early identification of vehicle issues.
- Real-time service updates, appointment scheduling, and digital records further streamline the customer experience.
- For fleet management, connected vehicle solutions and backend telematics platforms enable real-time tracking, battery health monitoring.
- These systems are valuable for New Energy Vehicle fleets, where AI-optimised charging and usage analytics drive cost efficiency and uptime.
- Integrated ERP ensures timely vehicle movement across supply chain nodes from import and warehousing to distribution and last-mile delivery.
- These tools support just-in-time delivery models, optimise stock rotation, and enhance supply chain transparency.
- Critical IT applications include cloud-based CRM platforms, IoT-enabled telematics systems, proprietary AI-powered analytics engines.
- The company partnered with Dubai Taxi Corporation to deploy 200 all-electric BYD Seal vehicles across Dubai’s taxi fleet.
- A separate collaboration with e&, brought 100 BYD electric vehicles into the UAE, supporting corporate fleet electrification.
- These case studies illustrate how imported OEM technologies are being adapted for regional deployment in a scalable manner.
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