Middle East – For several decades, SUVs and full-size pickup trucks have been the defining features of road confidence among customers in the Middle East, accounting for about half of General Motors Middle East’s sales, specifically 44 % between 2000 and 2025 , reflecting the fact that they are a fundamental and enduring favorite due to their great capabilities, spaciousness, strong presence and high safety.

As General Motors celebrates 100 years in the region, this strong connection with customers also reflects a rich heritage that has evolved over generations and been shaped by a collection of iconic vehicles, as well as the evolution of the concepts of power, safety, and trust. For many car enthusiasts in the Middle East, classic General Motors vehicles possessed a distinctive visual identity that has stood the test of time. In their heyday, they were at the forefront of the automotive industry, representing power and safety at their finest, especially with their construction from thick steel, the use of premium materials, and their imposing presence. However, vehicle safety is far more complex and nuanced, shaped by elements of physics, efficiency, a deep understanding, and how to protect people in the most critical moments.

Alongside advancements in automotive engineering, there has also been a growing drive to improve collision force management, thereby providing better and more effective protection for occupants. This shift is crucial given that road traffic accidents continue to claim the lives of approximately 1.19 million people worldwide each year, incurring significant economic costs. Against this backdrop, modern vehicle engineering is increasingly focused on accident prevention, collision energy management, and occupant protection in the event of a crash.

In fact, a study conducted by General Motors Africa and the Middle East through YouGov in the UAE, Saudi Arabia, and Egypt found that safety features were the most important factor considered when buying a vehicle, for 89 % of respondents, more so than affordability and aesthetics. This clearly indicates that safety is a top priority when purchasing a vehicle regionally.

Horhe Plata, President and CEO of General Motors Africa and Middle East, spoke about this transformation, saying: “For decades, people have wanted, just as they do today, vehicles that inspire confidence on every journey. What has changed is how we deliver that confidence. Today, durability is no longer based solely on heavy metals; it is engineered into advanced safety systems, smarter architectures, and technologies that help reduce the risk of collisions before they happen. This is precisely what represents the fundamental transformation in modern vehicles.”

From the first Chevrolet and GMC trucks and Cadillac sedans to the SUVs and pickup trucks available today, General Motors' legendary vehicles continue to define confidence on the road. This evolution is evident across the entire GM model family – including the Chevrolet Tahoe, Chevrolet Suburban, and Chevrolet Silverado; the GMC Yukon and GMC Sierra; and the Cadillac Escalade. Over the past 25 years, General Motors Middle East has sold nearly 1 million full-size SUVs and pickup trucks alone, highlighting the region's enduring loyalty to these leading models. These vehicles continue to stand out through the striking presence, spaciousness, and high capabilities that customers expect from them, while incorporating all of this modern and advanced features related to safety and driver assistance, and connected solutions that enhance driver awareness and rapid response.

Plata continued, saying: "Modern vehicle designs now prioritize aerodynamics to improve stability and efficiency, using lighter but tougher materials to enhance responsiveness, and carefully engineering impact-absorbing zones to absorb collision forces before they reach the occupants. What may appear less robust on the outside actually reflects a more sophisticated, complex, and effective approach to safety."

This evolution has also garnered widespread recognition from independent sources. Both the 2025 Chevrolet Traverse and GMC Acadia earned Top Safety Picks from the Insurance Institute for Highway Safety (IIHS), while the 2026 Traverse offers more than 20 standard safety and driver-assistance features and a 5- star rating from the National Highway Traffic Safety Administration (NHTSA)—clearly demonstrating how modern family vehicles are redefining expectations in this segment. The all-electric Cadillac Escalade IQ also received widespread acclaim, including AutoTrader's Best New Car award for 2025 and MotorTrend's Best SUV award for 2026 , reflecting how excellence is increasingly measured today by the optimal combination of engineering, innovation, design, and overall vehicle experience.

It is worth noting that these vehicles in the Middle East come equipped with OnStar technology, General Motors' leading connected services. For over 30 years globally, OnStar has been distinguished by its ability to help drivers stay focused and support them through a range of features, including but not limited to automatic collision response, emergency services, and voice assistance, along with broader connectivity, convenience, and driver assistance services. Today, OnStar is available in the UAE, Kuwait, Saudi Arabia, and Bahrain, with over 42,000 members and the number continuing to grow.

In addition to OnStar, General Motors' responsibility encompasses the entire ownership cycle, covering any issues that may arise with the vehicle after purchase. When any related issue occurs, recalls remain a crucial part of the modern safety ecosystem. Often, this is a proactive measure reflecting the manufacturer's strong commitment to safety. In the Middle East, this is done in close collaboration with the relevant authorities to protect customers and enhance customer confidence.

For General Motors, this represents a broader direction in how vehicles are engineered and evaluated.

Durability is no longer measured by how well a panel can resist in isolation, but rather the evaluation process revolves around how the entire system – the overall structure, tensioning devices, sensors, software, brakes and key partners – works effectively together to protect passengers and provide support for the driver.

Regional sales data shows that customer demand for SUVs and full-size pickup trucks remains strong. What is changing are the technologies that enhance the appeal of these products. Today's vehicles are expected to be capable, efficient, safe, and intelligent all at once – a far more complex requirement than in previous decades.

Classic vehicles are always imbued with a powerful emotional energy. They remind people of their family history, the first models they drove, their early journeys, and the dawn of a whole new era. Modern vehicles, on the other hand, inspire more desire to own, while simultaneously meeting increasingly demanding expectations in terms of safety, sustainability, performance, and technology.

About General Motors Africa and Middle East operations

General Motors ( NYSE:GM ) is leading the future of mobility, leveraging advanced technologies to create safer, smarter cars, trucks, and SUVs with lower emissions. As the industry transitions to an all-electric future, GM’s Buick, Cadillac, Chevrolet, and GMC brands offer a broad portfolio of innovative gasoline-powered vehicles and the widest range of electric vehicles ( EVs ) in the automotive industry.

General Motors Africa and the Middle East (GMME) has been active in the region for nearly 100 years. Headquartered in Dubai, United Arab Emirates, GMME also operates a manufacturing facility in Egypt. Representing the Chevrolet, GMC, and Cadillac brands, GMME boasts a network of 17 dealerships across 29 countries, with over 203 customer-facing facilities serving customers in Africa, the Levant, the GCC, and other Middle Eastern countries. For more information, please visit www.gmarabia.com/ar/home .

For more information, please contact:

Diana Al-Shafei

Director of Corporate Communications at General Motors Africa and the Middle East

Email: diana.alshafie@gm.com

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