Premium SUV brand MHERO is looking to strengthen its position in the UAE by combining luxury interiors with off-road capability, as the company prepares to expand its local product line-up.
Speaking to Lana during the launch of the MHERO with Al Ghurair, Oscar Rivoli, CEO of Al Ghurair Mobility, said the brand has been developed to meet the needs of customers in the Middle East, where demand for large SUVs and desert driving remains strong.
“I think primarily MHERO is a brand that offers premium luxury,” Rivoli said. “The differentiating factor is its incredible off-road capability and, of course, its unique looks. For me, the biggest single point of attention on the product is its unbelievable off-road capability.”
Rivoli said the UAE’s landscape and consumer preferences make the country a suitable market for the brand. “If you look at the region, traditionally your boxy SUVs have always been very popular. The UAE, in particular, has always had this interest in off-roading and enjoying the desert. This is a vehicle that is capable of the most challenging terrain.”
MHERO bets on premium off-road SUVs as it expands in the UAE
Al Ghurair Mobility currently offers two MHERO models in the UAE – the MHERO 1 and the newly launched MHERO 2. According to Rivoli, the company expects the MHERO 2 to account for the larger share of sales because of its pricing.
“We expect the volumes will most likely be found in the new model, the MHERO 2. The reason for that is, it fits into one of the biggest price brackets in the SUV market within its segment,” he said.
When asked what defines a premium luxury vehicle today, Rivoli said customers are paying attention to design, materials and build quality.
“The interior design, fit and finish, and the materials used in the product are important. In many cases, what looks like metal inside the vehicle actually is metal. It is the combination of design, materials, fit and finish.”
Military-derived technology
Rivoli said technology development is driven by manufacturer Dongfeng Group, one of China’s three state-owned automotive companies. According to him, some of MHERO’s engineering is derived from Dongfeng’s work on military vehicles.
“A lot of the technology in MHERO comes from the work Dongfeng does for the military. A lot of that technology is then found in the civilian range, which MHERO is part of,” he said, adding that military applications demand high engineering standards.
“When you talk about technology and innovation, military applications are probably the most extreme demands you would give a vehicle. MHero comes from that military legacy.”
UAE leading EV transition
Rivoli believes the UAE is leading the shift towards electric mobility, although broader market conditions currently make it difficult to measure consumer demand.
“I think the UAE is probably leading the transition into EVs,” he said. “It is difficult to gauge, because the overall market is under pressure at the moment.”
However, he believes higher fuel prices could encourage greater adoption of new energy vehicles. “I have no doubt that movement in fuel prices could probably stimulate and accelerate that transition once things return to normal.”
One of MHERO’s key technologies is its range-extended electric drivetrain. Rivoli explained that the MHERO 1 carries an onboard generator that charges the battery while driving, reducing concerns over charging infrastructure.
“It carries its own onboard charger, which means you have the benefits of new energy. However, if you want to drive from Dubai to Riyadh, all you need is a network of petrol stations to fuel the onboard charging system that keeps the battery charged,” he said adding that he believes range-extended technology offers a practical transition towards fully electric vehicles.
“In an environment where people may have range anxiety, where high-rise buildings may not have charging infrastructure, or charging stations may be limited, this technology becomes very important.”
As for after-sales support, Rivoli acknowledged that concerns over spare parts continue to follow some Chinese automotive brands. He said Al Ghurair Mobility aims to address those concerns before launching new vehicles.
“We always make sure we get that right and get that in place,” he said. “The lack of a part can quickly fuel discussions that customers should have been more careful when buying.”
However, when asked how MHERO compares with other Chinese manufacturers, Rivoli declined to criticise competitors. “I don’t necessarily look at what they do wrong,” he said. “The focus remains on making sure we are able to deliver and exceed customer expectations.”
MHERO to expand product range
Looking ahead, Rivoli said the company plans to expand the MHERO range in the region. “Today we have two products, but in the near future there will be more products coming,” he said.
He believes the combination of premium interiors and off-road capability positions the brand well in the Middle East. “The region has a legacy of large SUVs and off-road vehicles, and MHERO fits exactly into that. The difference is that you get all of that off-road capability with a premium luxury experience.”
However, Rivoli had one advise for potential MHERO customers to consider before making a decision.
“The single most important point is to test drive the vehicle. Once you drive it and experience it, it is a memorable experience and it is the best way to enjoy the vehicle,” he concluded.
