Desert Roads & German Precision: Volkswagen’s New Vision For the Gulf

by Sofia Brontvein

Desert Roads & German Precision: Volkswagen’s New Vision For the Gulf

13 Jun 2025

Volkswagen ME Arabic Art Project

Sure, Dubai might be known as a supercar playground — but the real story is happening elsewhere. The coolest thing about cars today? Comfort, technology, and thoughtful design are no longer reserved for the ultra-luxury crowd. Smart brands are building with real people in mind — factoring in culture, climate, lifestyle, and even weekend habits.

Take Volkswagen, for example. The brand was actually the first to enter the Middle East market — and now, 70 years later, it is evolving again. We sat down with Matthias Ziegler, Volkswagen’s Managing Director for the Middle East, to talk about what comes next. Think roomy SUVs tailored for big families, GTIs with cult followings, and climate seats that cool you down before the engine even starts.

And the story doesn’t stop at driving. Ziegler also shared how Volkswagen is deepening its local roots — collaborating with artists, supporting women’s football, embracing Arabic design, and rethinking sustainability in a region where the sun and sand shape everything.

With nearly 20 years at the Volkswagen Group, Ziegler brings a global mindset and a sharp eye for innovation. He started his journey at HQ in Wolfsburg as an international trainee, held key roles across Germany and China, and returned to the UAE in 2023 to lead the brand’s future in a region unlike any other.

Matthias Ziegler VW GTI Launch

— Matthias, hello! Let’s talk about perception first. Volkswagen is (obviously) a globally recognised brand, but in different countries, there is a different perception. So I wonder, what is your positioning in the Middle East? How do you see the brand? Like, yes — basically, what is Volkswagen in the Middle East?

— The benefit for us here in the Middle East is that we have a long legacy. Just this year, we celebrated 70 years of Volkswagen in the region, which is quite unique. We were one of the first brands to be active here, and our first importer at that time was Behbehani Motors in Kuwait. When you see pictures from that era with the old Beetle, it really shows that we have been part of the region for a long time, and people have known us for many years.

But it isn’t just about us — it is also about our partners. We have very close and long-standing relationships with them.

When it comes to brand positioning, we are definitely positioned as a top-of-volume brand with a clear heritage and strong link to Germany. We always promote German engineering. In terms of quality, manufacturing, and craftsmanship, that is something we are really proud of. We produce our cars from scratch — not by assembling components from elsewhere. Everything is developed in-house, and you can really feel that when you drive a Volkswagen.

What is also unique about our brand in the volume segment is the driving experience. That is something you feel the moment you sit behind the wheel.

Volkswagen ME Arabic Art Project

— And what is your target audience? Who is your client here?

— In general, we want to be accessible to everyone — though of course there are always limitations when it comes to budget. Fortunately, we have a wide variety of products. For example, we start in the lower price bands with our T-Roc, which is perfect for young graduates or people who have just started their careers.

But you can also grow within the Volkswagen brand — as your life changes. From being single, to having a family and needing more space, we have something to offer. With our SUV lineup in particular, we provide highly versatile options for families.

We are especially proud of our full-size SUV, the Teramont. I am not sure if you are familiar with it, but it is a seven-seater, and even with all seats occupied, there is still enough space in the trunk for a stroller, picnic bags, or whatever else you need for a family day out.

— Nice. I was in the Canary Islands a few months ago and had a T-Roc as a rental. It was amazing. It climbs mountains so well.

— Yes, especially when you have the 4Motion version. If you were going up mountains, then that is exactly where our drivetrain technology shows its strengths. That is something we are very proud of. There are a lot of options for our customers, always depending on their needs.

— Am I right that probably SUVs are the best models here? I mean, people are probably going after SUVs, not sedans.

— Yes. So, what we see here in the Middle East is definitely a demand for big cars. First of all, when we talk about locals in general, they have big families, they are multi-generation households. I think the average is 2.5 kids per household. So, you need space. That is why with SUVs, you get flexibility — especially with the Teramont. You can go with five seats, or you can easily fold out the sixth and seventh seats in the third row. That gives you more options.

Also, the higher seating position is something our customers really appreciate. And on top of that, SUVs usually come with bigger engines, which you actually need in this region. You need a strong engine to power the AC compressor. Otherwise, if you go with a smaller engine, you risk overheating. And that is especially important now, in June and July, when it is 45 degrees outside. It is always good to have a strong AC running to stay comfortable inside your SUV.

Volkswagen ME Arabic Art Project

— Yes, that is certainly true. And what about loyalty? In Europe, people usually drive their cars for years. You buy something, and you enjoy it for five, seven, even ten years. But in the UAE and MENA region in general, it feels like people always want something new. Do you see that people here change cars more often?

— No, honestly, not really. Until maybe four or five years ago, people were still mostly purchasing cars, and once they bought them, they used them for five, six, or seven years.

Now, we are trying to offer solutions that give more flexibility throughout the lifecycle — like attractive leasing schemes. With leasing, you have the option to swap your car after three years. There is only a small additional investment, and then you can move to a new car. And it isn’t just the same car but newer — it might be a completely new generation. Or if you have more budget, you can also upgrade within the brand — from a compact to a full-size car.

So, you don’t have to commit for six or seven years with a full upfront payment. Leasing is a very attractive model that is gaining momentum here in the region.

— Which model is a top seller for you here in the MENA?

— For us, it is definitely the Teramont. That is our seven-seater, full-size SUV, and we are very proud of it. We launched it in 2018, and since then, the volume has been growing every year. People really enjoy the versatility, but not just that — they also like the design. I am especially proud of the lighting signature. It is very unique and easy to recognise on the roads.

And you have a variety of equipment levels to choose from. With the top-of-the-line R-Line trim, for example, you get a very sporty and progressive design that our customers really appreciate.

Matthias Ziegler VW Teramont Launch

— Speaking of sporty — to be honest, there is one car I would love to have in my collection for sure. That is the GTI with manual transmission. I think everyone should have that — it is so much fun to drive. Is there any interest here in the more sporty versions? Because, you know, this region is also about driving fast and enjoying the performance.

— I am happy to hear that you are a GTI fan! And manual — yes, we don’t hear that too often here. People mostly prefer automatic gearboxes. But we are very proud of our GTI. This year, we are celebrating 50 years of the GTI as part of the Volkswagen brand.

We have a lot of fans in the region — real GTI enthusiasts. Last year, we even took some of our customers and influencers to Wolfsburg for the GTI Fan Fest. It was received really well. And now we are thinking of doing something similar here in the region.

There are also independently organised clubs — GTI fans who meet up on Saturday mornings to drive around the region. They are really proud of their GTIs. That is another area where we have an advantage over the competition — not just our 70 years in the region, but also 50 years of an iconic model that is still turning heads.

— It is an iconic car, really. You have mentioned AC and SUVs, and in general, sitting high and driving a big car. Are there any other specific features people want here?

— Yes — when it comes to AC, we have got one really attractive feature: climate seats, or ventilated seats. That is a lifesaver when you have parked your car outside. Otherwise, you might burn yourself sitting down on a hot black leather seat. With the air ventilation, your seat cools down immediately.

Honestly, we didn’t expect such a high take rate, but now up to 90% of the cars with leather seats come with air ventilation. Customers love it — it gives a much better experience.

Comfort in general is super important here. Electric foldable seats, advanced infotainment systems, seamless mobile phone integration — these are must-haves. People here use apps like Waze all the time, so it has to work smoothly.

With our latest models — like the new Tiguan — you get a 14-inch center console screen. You can see your map clearly and navigate easily, even in tricky traffic situations like Dubai.

New VW Tiguan

— It is true, Dubai can be very tricky. You have mentioned that you have a festival for GTI fans, and I wondered, do you have any other lifestyle partnerships or cultural activations already in the region? Maybe you are considering bringing more?

— Yes, so when it comes to GTI — what we just started around Ramadan this year was a collaboration with a local designer, Wael Morcos. He is quite well-known for calligraphy, and he designed our own Volkswagen Arabic font using the GTI. He drove it in the desert and traced the word “Volkswagen” in Arabic. We launched this around Media Suhoor in March, and the feedback was great.

It is important for us to have a strong link with the local community. Yes, we are a European brand, but we want to stay close to Arab culture. That also connects well with our brand ambassador, Zainab Al-Eqabi. She is Iraqi, a para-athlete, and very active in sports, outdoor events, and cultural life. She travels a lot and uses Volkswagen models for her lifestyle. We are proud to have that link.

We are also very proud of our partnerships with local football clubs. If you visit our office, you will see the Wall of Fame with many jerseys. We collaborate with Gulf United in Dubai — a grassroots football academy. We believe in being close to families, and football is where families often come together on weekends. That is where we want to connect with our customers.

We also partnered with Qatar Foundation in Qatar to support women’s football. They have a girls-only academy, which is quite successful and very unique. We were the first to support it.

And in Saudi Arabia, we work with Al-Ittihad Football Club along with our local importer, Samaco. It isn’t only about promoting the stars, like Mr. Benzema holding the cup for the Saudi Pro League. Of course, we are proud of that, but we are even more proud to support the girls' team. They also drive our cars and wear our logo. That kind of diversity through football is something we are truly committed to.

— That sounds really cool! And what about sustainability and environmental goals? Because obviously in Europe, it is widely implemented. The Middle East is also catching up, with electric and hybrid vehicles becoming more common. What is your agenda?

— At Volkswagen, we definitely believe in and feel responsible for sustainability. But after two years here, I have to say it is a bit challenging. This region uses so much electricity to power ACs, and water is heavily consumed to keep everything green. It can be difficult to promote sustainability in that context.

Still, there are opportunities. First, in every new generation of our cars, we aim to improve fuel efficiency by at least 10%. And the way we produce our cars matters too. Our factories globally recycle water, and we use solar-powered equipment to keep energy use low.

We also encourage our dealers to adopt solar power for their service facilities and showrooms. That is one of the easiest and most effective ways here to reduce CO₂ emissions.

VW GTI

— As the new Managing Director, you probably have big plans for the region. What are your key priorities for the next three to five years?

— Yes, I see huge potential for the Volkswagen brand, especially now that our portfolio has been adjusted to meet the specific needs of the Middle East. Our SUV roadmap is performing very well, and we are seeing year-on-year growth.

What we need to focus on next is expanding our footprint. In mega cities like Dubai, accessibility is key. Customers want convenience, and that means having service touchpoints in every district. Driving across town for service isn’t ideal.

So we are currently working with our partners to find new solutions for service facilities — making them more accessible and better aligned with the expectations of our customers here.

by Sofia Brontvein