Dubai has once again affirmed its status as a premier hub for global brands, particularly in the automotive arena, with the exciting announcement from Spruce Motor—the renowned Chinese marque celebrated for its blend of luxury and affordability in pickup trucks.
The company unveiled its very first global experience center along the iconic Sheikh Zayed Road, a milestone that not only underscores Dubai’s magnetism for world-class enterprises but also marks Spruce Motor’s bold foray into the Middle East and North Africa through the UAE.
This landmark move heralds a new chapter in the brand’s global journey, offering enthusiasts and customers alike an immersive encounter with innovation, design, and performance at the heart of one of the world’s most dynamic cities.
Engineered to meet the diverse needs of commercial users, government fleets, families, and professional enthusiasts, the three models combine comfort, stability, and intelligent performance.
At the same time, they embody Spruce’s commitment to global low-carbon goals and sustainable development, aiming to reshape how Middle Eastern consumers perceive pickup trucks.
In 2024, global pickup sales approached six million units, while the UAE automotive market exceeded 300,000 vehicles.
Although pickups have long dominated the commercial segment, there remains a clear gap in new-energy, family-oriented pickup products. Spruce’s mission is to bridge that gap — creating trucks that not only perform in work environments but also integrate seamlessly into daily life and modern lifestyles.
The Spruce Motor lineup features three distinctive models, each tailored to meet specific market needs. The X200 – The Commercial Pioneer is designed for reliability and durability, catering to the demands of professional and fleet users.
The X300 – The Dual-Mode Business & Family Pickup offers the perfect balance between functionality and comfort, making it ideal for both work and personal use. Completing the lineup, the Z900 PHEV – The Premium New Energy Flagship represents Spruce’s commitment to innovation and sustainability, combining advanced hybrid technology with refined design and superior performance.
Starting today, Spruce will collaborate with leading dealership partners across the Middle East and beyond to serve every customer who shares a passion for the brand.
At the same time, Spruce introduces its official vehicle leasing program, allowing customers to experience the brand’s pickup models starting from AED 1,999 per month + TAX.
Through this flexible leasing service, Spruce aims to make its innovative pickups more accessible, enabling more users to enjoy an unparalleled driving experience.
“Our goal is to create a pickup that makes no compromises — one that brings equal intelligence, performance, and comfort to both work and life,” said Simon Gao, CEO of Spruce MOTOR.
For more information, please visit: www.sprucemotors.com
