The electric revolution has shifted gears in the Middle East, with Asia’s premium EV powerhouse NIO hitting the accelerator. With purpose-driven innovation, global design sensibilities and a bold sustainability agenda, NIO is setting a new standard for what luxury mobility truly means. To know more about what sets NIO apart, L’Officiel Arabia speaks to Mohammad Maktari, CEO of NIO MENA.
“EVs represent a critical moment in automotive history, not just technologically, but in how they can positively impact communities.”
Delna Mistry Anand: You’ve spent decades at the forefront of the automotive world. What made you feel that joining NIO was the next big leap worth taking?
Mohammad Maktari: Throughout my 34-year journey in the automotive sector, I’ve worked extensively across combustion engines, turbocharged systems, hybrids and diesel. – and each phase brought its own learning. But the one area I hadn’t deeply explored was electric vehicles.
As an engineer at heart, I’m fascinated by the transformative power of technology. EVs today are redefining lifestyles, communities and environmental impact. Joining the NIO family felt like a natural continuation of my lifelong learning journey, especially given the brand’s innovation-first mindset and purpose-driven approach to mobility.
What according to you, makes UAE the right place to kickstart NIO’s MENA journey?
It was the perfect combination of factors. The Abu Dhabi-backed investment showed strong belief in sustainable mobility, and the UAE itself is deeply focused on innovation and clean energy. With its advanced infrastructure and forward-thinking vision, launching here just made sense, as it’s a place ready to embrace what NIO stands for.
Who is the NIO customer in the GCC, and how do you plan to win them over?
Our customer is someone who loves premium experiences; the kind of person who’s probably driven top European brands before. They’re smart, discerning and looking for something beyond just luxury.
While many traditional brands offer EVs at very high prices, NIO delivers the same innovation, design and performance at better value. And while we’re a Chinese brand, our cars are shaped by global engineering expertise from Germany, the UK, and the US, so quality is never compromised.
The EV market is already competitive, what sets NIO apart?
For us, it’s never just about selling a car. It’s more than that, it’s about building a brand people feel connected to. We’re very selective about who we partner with to ensure they truly understand premium mobility and can deliver an exceptional customer experience. Our goal isn’t to be just another EV brand on the list; we want NIO to be aspirational and emotionally meaningful. From our unique power swap technology to our thoughtful design, we’re creating a full, future-ready experience that stands out.
Tell us about NIO’s sustainability philosophy and how it is translated to life here in the region?
Sustainability for us isn’t just about cutting emissions. We look at the entire journey; how a car is made, used, and even what happens to its parts later. For example, our batteries have two lives: around 10 years in the car, and then they’re repurposed for energy storage in places like data centres or hospitals. We’re committed to building an ecosystem that’s efficient, scalable and ready for the future.
What keeps you going in this ever-changing, demanding industry?
After decades with some of the biggest automotive brands, things can start to feel repetitive. What excites me about NIO is the challenge of building something from scratch in a new region. It demands creativity, resilience and problem-solving every single day. It reminds me of my off-roading hobby. Sure, driving a powerful 4x4 is fun, but tackling tough terrain in a modest 3-cylinder manual is where you really grow. That’s what drives me here too.
And finally, if you had to describe NIO’s Middle East journey so far in just one word, what would it be?
Challenging, I’d say! Bringing a new brand into a region where it hasn’t operated before is a big task. Plus, we’re using a distribution model that’s new for NIO, so it’s been a learning curve for everyone involved. But with every challenge comes opportunity, and these foundations we’re building will be key as we grow further across the GCC.
As the region accelerates towards a smarter, greener future, brands like NIO prove that real luxury is measured by the impact it leaves behind.
