General Motors (GM) is highlighting a changing face of truck ownership in the Middle East as it launches Truck Mania, a month-long campaign showcasing its Chevrolet and GMC pickups across the Gulf. The promotion, running from 13 August to 13 September 2025, spans showrooms in the UAE, Saudi Arabia, Kuwait, Oman, and Qatar, offering immersive product experiences, test drives, and special seasonal offers.
The campaign celebrates a growing market share for GM’s truck lineup, reporting an 18% year-on-year increase in sales. Chevrolet and GMC pickups are resonating particularly with younger buyers and women, reflecting a broader cultural shift in the GCC. Among Emiratis aged 20–29, the GMC Sierra has become a top choice for first-time buyers, while the Chevrolet Silverado continues to attract repeat customers in Saudi Arabia aged 30–50, highlighting its enduring reliability and appeal.
Furrukh Jawaid, Chief Marketing Officer of GM Africa and Middle East, noted the evolving lifestyle trends shaping truck ownership in the region.
“Off-roading in the Gulf is a rite of passage as youth adopt the lifestyles of their parents. Truck Mania brings GM’s most capable trucks to the forefront with offers and experiences that reflect the evolving expectations of today’s customers,” Jawaid said.
Youth and Female Buyers Driving Growth
While male ownership dominates, female interest in full-size pickups has more than doubled over the past three years. In 2024, women represented 9% of GM truck buyers in the GCC, up from previous years. Kuwait leads with 13%, followed by the UAE at 9% and Qatar at 7%. In the UAE, a third of GMC Sierra owners are middle-aged Emirati women, while ownership among Emirati women aged 20–29 has risen by 50% year-on-year. Chevrolet Silverado also sees a growing share of female repeat buyers, particularly among middle-aged Kuwaiti customers.
Rohan Fernandes, GM’s Managing Director of Commercial Operations for Africa and the Middle East, said:
“Pickups have grown beyond their traditional role as workhorses to become expressions of style, performance, and heritage. Off-roading has shifted from a practical skill to a deeply rooted pastime.”
Spotlight on GM Trucks
Truck Mania showcases the versatility and performance of GM’s portfolio. The 2025 Chevrolet Silverado offers trims ranging from the everyday LT to the sporty RST, the off-road-ready Trail Boss, and the performance-driven ZR2. The GMC Sierra combines professional-grade capability with premium comfort in models like the Denali and AT4, while the midsize GMC Canyon AT4X balances agility with off-road strength.
The campaign also highlights the all-electric GMC HUMMER EV SUT, which delivers up to 1,000 horsepower with zero emissions and features such as CrabWalk and Watts to Freedom. This model is available in connected markets across the UAE, KSA, Kuwait, and Bahrain.
All models feature Google Built-In, Apple CarPlay, Android Auto, and optional Wi-Fi. Chevrolet offers a three-year or 100,000 km warranty, while GMC provides up to five years or 100,000 km, including a five-year service package for Denali models.
Truck Mania offers GCC customers a chance to experience GM trucks for daily driving, adventure, and off-road pursuits, reflecting a growing cultural embrace of pickups among young buyers and women.
