Furrukh Jawaid, CMO GM MEA on launching the Chevrolet EUV in the UAE as a first worldwide, and the future of EVs in the GCC

Electric Vehicles are supposed to pick up in the region to the tune of 7 Billion by 2028. Chevrolet is obviously tapping on the market. Can you tell us more about this?

The shift towards electric mobility in the Middle East is accelerating, driven by ambitious sustainability goals, increased infrastructure investment, and growing consumer interest. Chevrolet sees this as a transformative moment, and we’re committed to playing a leading role in the region’s electrification journey.

We set an ambitious vision for an all-electric future and Chevrolet Middle East is at the heart of this movement. We’re not just focused on producing EVs; we’re dedicated to making them safe, attainable and desirable for everyone. Our mission is to meet our customers where they are today, with engaging products, offering more choice as we work toward a sustainable, electric future.

This year, the region will welcome the all-new Chevrolet Spark EUV, designed to be the coolest and most attainable EV on the market, alongside the highly anticipated first-ever Equinox EV and a host of other groundbreaking products that Chevrolet is proud to own.

But our commitment goes beyond just product, we are working closely with key stakeholders—including government, regulators, energy providers, and dealers to ensure the ecosystem supports the transition. With the region’s infrastructure growing rapidly, this is a pivotal time to introduce our next-generation EVs and help shape the future of transportation.

Currently only 1% of registered vehicles in the Middle East, Eurasia and East Asia are Electric Vehicles, are there ways to entice people to buy such cars?

EV adoption will have different paths in each market, and many are still in the early stages - there is tremendous potential for it to accelerate and we are optimistic – and we continue to work on the key considerations that will address barriers such as affordability, consumer education and accessibility to charging.

Chevrolet’s approach centers on creating a product for every person, journey and purpose. By offering a range of EVs at various price points, we ensure that electric vehicles are not limited to luxury buyers but are accessible to a broader audience. We are very excited about the Chevrolet Spark EUV’s potential to change the game and ignite EV adoption. It currently stands as the most attainable EV in the market. Designed for urban drivers seeking efficiency, practicality, and advanced EV technology at a competitive price, the Spark EUV makes the transition to electric driving easier than ever before.

Charging infrastructure is another essential component in encouraging EV adoption, and we are actively supporting efforts to expand both public and home charging solutions in collaboration with key partners – and we aim to tackle the latter by providing a charging solutions with each Electric Chevrolet we sell – which provides our customer peace of mind but also reduces their need to depend on public charging.

Equally important is consumer education. Many consumers may not fully understand the benefits of EVs, such as cost savings on fuel, lower maintenance costs, the positive environmental impact and fun to drive aspects. By showcasing these advantages and demonstrating the practicality of EVs through engaging initiatives, test drive experiences, real-life stories and informative content, we can empower consumers to make confident decisions when transitioning to electric vehicles.

With the right combination of product offerings, infrastructure development, and customer education, we are confident that the Middle East will experience a significant surge in EV adoption.

In the UAE specifically currently 3% of the cars are Electric Vehicles, with enthusiasm building to have them 50% by 2050 despite the UAE being surrounded by oil-producing states. Is this why Chevrolet introduced its EV first in the world in the UAE?

Chevrolet’s decision to debut the Spark EUV globally in the UAE reflects the country’s forward-thinking vision for the future of transportation. As a leader in innovation and sustainability, the UAE has been making significant investments in EV infrastructure and actively addressing consumer concerns, creating a strong foundation for the growth of electric vehicles.

A 2023 survey by General Motors and Morning Consult found that interest in EVs across the region is rapidly growing, with consumers recognizing the benefits of EV ownership, such as cost savings and environmental impact, and strongly considering making the switch. Additionally, with the Middle East’s EV market projected to reach $54 billion by 2035, the UAE is positioned to play a crucial role in this transition. Chevrolet’s move reflects both the region’s market readiness and its commitment to the future of mobility.

Furthermore, the UAE provides a unique opportunity for Chevrolet to engage with a tech-savvy, eco-conscious audience, particularly Generation Z, which is driving demand for innovative and sustainable products, and the Spark EUV’s combination of fun-to-drive performance, customizable features and advanced technology is tailored to meet these evolving expectations.

In the UAE, the Road Transport Authority (RTA) is laying the legislative groundwork for a more comprehensive network of charging stations around the country. In addition, new regulations in Abu Dhabi specify for the first time rules regarding the ownership and management of EV supply equipment. Was this in any way enticing for Chevrolet to further its Electric Vehicle impact in the region? Specifically, the UAE?

The UAE has been putting a lot of effort into establishing an ecosystem that encourages EV adoption by car owners. And the recent steps made to regulate EV charging and establish a unified charging price lays the groundwork for a sustainable, public & privately owned charging network that can support and sustain the planned growth towards 2050.

The country’s commitment aligns with our vision; Chevrolet is an EV pioneer, we introduced our first EV to the region, the Bolt EV in 2017 and have since shared our and early adopting customer experiences and learnings with local and regional public stakeholders. We have contributed to the evolution of the ecosystem in every which way we can, and we are excited to be part of this transformation and look forward to driving positive change in the UAE and beyond.

The Saudi Public Investment Fund (PIF) is recognizing that the future is electric by backing companies such as the US sustainable mobility pioneer Lucid Motors, with billions of dollars to start manufacturing EVs in the country. Do you think state-regulations are the way to go for Electric Vehicles in the region?

State regulations can play a crucial role in accelerating the adoption of electric vehicles in the region. By setting clear policies and regulations, governments create a framework that encourages manufacturers, investors, and consumers to make the shift to cleaner mobility. Saudi Arabia has sent a powerful signal that the country is taking proactive steps to shape its future in sustainable transportation.

However, while state leadership can be key in setting the foundation, long-term success will depend on private-sector innovation, competitive pricing, and a plentiful as well as accessible charging infrastructure. By combining regulatory support with industry collaboration, we can make EV adoption both feasible and attractive to the broader public.

Some studies suggest temperatures above 35ºC can reduce potential driving distances by up to 17%. In addition, in the unforgiving desertscapes of the region, what is Chevrolet doing to overcome such odds?

Extreme temperatures pose unique challenges for all vehicles, and in line with our quality standards, every Chevrolet is built to perform in the most demanding conditions. Every vehicle we bring to the region undergoes rigorous testing - 24 hours a day, seven days a week for up to 12 weeks during test seasons, replicating two years of real-world customer usage within just 3 months.

Our EVs are tested in high-temperature environments, including heat chambers that simulate the intense GCC summer, where battery temperatures can reach up to 48°C. We also conduct extensive lab testing, use-case test drives, and real-world scenarios involving extreme humidity and hot road surfaces.

The latest Chevrolet EV, the Spark EUV is no exception, having been tested in the most extreme weather conditions globally to guarantee reliability in any climate. With a deep understanding of the needs of Middle Eastern drivers, we are committed to delivering EVs that not only withstand extreme heat but also elevate the driving experience in all conditions.