General Motors is spotlighting the evolving face of truck ownership in the Middle East as it celebrates a growing market share among its Chevrolet and GMC pickup lineup with a sales rise of 18 percent year on year, unveiling an emerging demographic among youth and women.
Marking its record sales, GM has launched the Chevrolet and GMC Truck Mania event across showrooms in Saudi Arabia, the UAE, Kuwait, Oman and Qatar, featuring attractive offers on the popular Chevrolet Silverado, GMC Sierra, GMC Canyon and all-electric GMC Hummer SUT.
Running from Aug. 13 to Sept. 13, the event offers immersive product experiences. Customers can expect tailored test drives for road and all-terrain, personalized consultations, and seasonal value offers designed to get them behind the wheel in time for the region’s most active months outdoors.
GM’s truck portfolio continues to resonate deeply among GCC nationals — particularly from Saudi Arabia and the UAE. Among younger Emiratis aged 20–29, the GMC Sierra has emerged as a top choice for first-time buyers, reflecting a generational shift in preferences. Meanwhile, the Chevrolet Silverado sees robust repeat purchases from Saudi owners aged 30–50, underscoring its enduring appeal and reliability.
Furrukh Jawaid, chief marketing officer at General Motors Middle East and Africa, said: “Off-roading in the Gulf is a rite of passage as youth begin to adopt the lifestyles of their parents, the desert becomes more than terrain and an adrenaline rush. It becomes a tradition. This is evident in the trends we are seeing of youth making up 20 to 35 percent of our customer base in the last few years. Therefore, Truck Mania is bringing GM’s most capable trucks to the forefront with compelling offers and experiences that reflect the evolving expectations of today’s customers.”
While male ownership remains dominant, female ownership is steadily rising signaling a broader cultural embrace of the segment. Over the past three years, female interest and ownership in full-size pickups has more than doubled, driven by increasing demand for safety features, elevated driving positions, flexible utility, and bold design.
In 2024 alone, women accounted for 9 percent of all GM truck buyers in the GCC, a notable increase from previous years. Kuwait leads the region with 13 percent of all female truck owners in GM’s portfolio, followed by the UAE at 9 percent, and Qatar at 7 percent.
A third of GMC Sierra owners in the UAE are middle-aged Emirati women (ages 30–49), and there has been a 50 percent year on year increase in ownership among Emirati women aged 20–29. For Chevrolet Silverado, 19 percent of repeat female customers are over 30, with the majority in the middle-aged Kuwaiti segment.
Rohan Fernandes, managing director of commercial operations at General Motors Middle East and Africa, added: “The growing demand for our world-class pickups from Chevrolet and GMC are visible as we witnessed a surging market share in the first half of 2025 of over 46 percent as we continue to empower more customers across the Gulf to take up off-roading, road-tripping adventures, reconnecting with the outdoors or making use of its capabilities for day-to-day needs. Pickups have grown beyond their traditional role as workhorses to become expressions of style, performance and heritage. Even off-roading has shifted from a practical skill to a deeply-rooted pastime.”
