General Motors (GM) has launched a campaign titled ‘Zero to 100 and Beyond’ to mark 100 years of its presence in Africa and the Middle East, highlighting the company’s regional heritage and its plans for the future of mobility.
Created in collaboration with McCann MENA and Weber Shandwick MENAT, the campaign brings together GM’s Chevrolet, GMC and Cadillac brands in a narrative celebrating the people, journeys and experiences that have shaped the company’s presence in the region.
The campaign traces GM’s regional history back to its first operations in Egypt in 1926. Its central film follows a journey along a desert road, moving through different decades and countries to illustrate how vehicles, infrastructure and people’s mobility needs have evolved over the past century.
Featuring people from Egypt, the UAE, Saudi Arabia, Kuwait and the Levant, the film highlights various social and economic milestones, including women’s increasing participation in driving in Saudi Arabia and the UAE’s ambitions in space. It also explores the role GM vehicles have played in the everyday lives of individuals and families across generations.
The campaign’s narrative moves from the company’s historical presence to its future ambitions, including the planned introduction of Super Cruise, GM’s hands-free driver assistance technology, in the Middle East.
Furrukh Jawaid, Chief Marketing Officer, GM Africa and Middle East, said, “This region doesn’t pause. It builds, it advances and it imagines what’s next. For 100 years, GM has had the privilege of moving forward with it, helping build critical automotive infrastructure and bringing world-class Chevrolet, GMC and Cadillac vehicles to drivers across the region. What began with vehicles exported across the region has grown into something much bigger: a relationship built through generations of journeys, ambitions and memories. This film is a homage to the people who have made our vehicles part of their lives and, in doing so, made us part of their stories. We are proud of that connection and grateful for the trust behind it. ‘Zero to 100 and Beyond’ celebrates not only where we have been, but also the possibilities that lie ahead, reflecting our belief that the future of mobility should be shaped with the region, its communities and their aspirations at the center.”
McCann MENA led the campaign’s creative strategy, concept, visual identity and film production, while Weber Shandwick MENAT handled communications and worked on the film’s narrative and messaging.
Nima Askari, General Manager, McCann MENA, said, “A hundred years is an incredible milestone, but for us, the most interesting part wasn’t the number itself. It was the stories behind it. Over the years, GM has become part of Middle Eastern culture, and you can see that in everything from the songs written about its cars to the local expressions people have given its brands, like ‘Chafar’ for Chevrolet and ‘Jims’ for GMC. This campaign is our way of recognising all the people who have made GM a part of their lives, their memories and their journeys.”
As it looks towards its next century in the region, GM said it would continue investing in technologies aligned with its vision of Zero Crashes, Zero Emissions and Zero Congestion. These include Super Cruise, software-defined vehicle platforms and new energy vehicles tailored to markets in Africa and the Middle East.
The company also plans to support local talent and advance sustainable mobility as part of its efforts to promote safer, cleaner and more connected transportation.
GM Africa and Middle East is headquartered in Dubai and operates a manufacturing plant in Cairo. Its regional network comprises 17 distributors serving 29 countries, with more than 203 customer-facing outlets representing Chevrolet, GMC and Cadillac.
