The influx of ultra-high-net-worth individuals into the UAE has sparked a trend towards personalisation in the ultra-luxury automotive sector. Wealthy buyers are demanding vehicles that reflect their status, cultural identity, and individuality through bespoke creations and limited editions. According to Christophe Caïs, Founder and CEO of CXG, a leading data-driven consulting firm for luxury brands, ‘Personalisation has become the defining element of the ultra-luxury automotive experience in the UAE.’ The new generation of buyers, often successful entrepreneurs or executives aged 18-29, are driving demand for highly customised, ultra-rare vehicles.
Market Trends
The UAE’s luxury automotive market is witnessing distinctive preferences compared to other global markets. While European and Asian buyers prioritise fuel efficiency and environmental considerations, Middle Eastern customers favour bold displays of wealth and performance. Caïs noted that nearly every ultra-luxury manufacturer now operates dedicated personalisation divisions, with programmes like ‘Q by Aston Martin’ and ‘Rolls-Royce Bespoke’ seeing 100 per cent customisation rates for certain models in the region.
Electric Vehicles Gain Traction
Industry experts predict that electric vehicles will play an increasingly central role in the region over the next 2-4 years. Established brands are introducing electric flagship models, such as the Rolls-Royce Spectre and the upcoming Ferrari Elettrica. Chinese EV leader BYD is also making inroads into the segment with its Yangwang and Denza brands. Developments like Saudi Arabia’s Public Investment Fund investing in Lucid Motors and the UAE’s expansion of charging infrastructure are aiding EV adoption.
Future Outlook
The ultra-luxury automobile market in the UAE and wider region is projected to grow at a steady rate of close to 5 per cent through 2032, driven by unique regional preferences and economic strength. To maintain a competitive edge, brands must focus on elevated customer experiences and robust after-sales service strategies, including over-the-air software updates and AI-enabled customisation.
