New data from YouGov’s Next-Gen Automakers UAE 2025 report shows that the UAE stands out globally for its exceptionally high purchase intent. 63% of residents expect to buy a car within the next three years, including three in ten (29%) who plan to do so within the next 12 months. Petrol remains the most likely option (54%), though interest in hybrid and electric vehicles is considerable, at 19% and 14% respectively.

A market in transition as emerging brands gain visibility

The study finds that 76% of UAE consumers can now name at least one emerging car brand, with Jetour (42%) and BYD (40%) leading awareness. Recognition rises further among near-term buyers, who are likely to buy their next car in the next three years, where both brands reach 45%. Awareness drops sharply beyond these two.

Near-term car buyers are more open to emerging players

More than half of UAE residents (55%) say they would consider buying from a new or emerging brand, with BYD (42%) and Jetour (40%) again topping the list of preferred options. This interest is even stronger among near-term buyers, two-thirds of whom (66%) are open to emerging brands.

To understand how awareness converts into intent, YouGov examined purchase-funnel conversion rates to see the share of consumers who move from awareness to consideration. BYD shows the strongest conversion rate (90%), followed by XPeng (87%), indicating strong resonance among those who recognise these brands.

Even though Jetour has the highest overall awareness, its conversion rate (82%) suggests that strong visibility does not always translate proportionally into intent.

What’s driving and limiting the appeal of emerging brands?

Safety features (47%), advanced technology (39%), and long warranties (38%) and are the main factors motivating consumers to consider new entrants. Those aware of emerging brands are notably more attracted to these benefits than the general population, suggesting that familiarity enhances perceived value.

However, several barriers remain. Cost is the primary hesitation for near-term buyers (48%), followed by concerns around reliability and resale value (40% each). Younger consumers are more likely to be discouraged by limited brand knowledge and a lack of reviews, while older buyers tend to be more cost-conscious.

Japanese brands dominate perceived quality and value

Despite rising interest in new players, Japanese carmakers lead on trust in the UAE. Among residents planning to buy a car in the next three years, 79% say Japanese brands offer good quality and 73% believe they deliver strong value for money, well ahead of German, American, British and South Korean manufacturers.

Overall, the findings highlight a growing curiosity toward the next generation of automakers. With strong consumer demand and rising interest in hybrid and electric vehicles, the UAE offers significant opportunity for emerging brands to build presence, provided they can address cost and reliability concerns and strengthen brand familiarity.

Download the full report here.

Methodology

The insights in this report were sourced via YouGov Surveys: Serviced – providing rapid answers from the right audience.​​ The survey was conducted online between September 17 – October 10, 2025 among 950 respondents in the UAE.

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