Chery UAE, in partnership with its official sole distributor AW Rostamani, has launched a Back-to-School campaign that aims to ease the financial burden on families preparing for the new academic year. Running from 15 August to 31 October 2025, the initiative blends education-focused rewards with automotive benefits.
The headline feature of the campaign is a raffle draw offering nine winners AED 25,000 each to go toward their children’s school tuition fees. The draws will be held throughout the campaign period, with one winner selected each time, making a total of nine recipients over the three months.
The initiative comes at a time when families across the UAE face rising education and living costs, adding a distinctive appeal to Chery’s campaign. By linking car purchases to tuition support, the brand aims to position itself as more than just an automaker, but also as a partner in customers’ day-to-day lives.
Zaher Sabbagh, Director of Chery UAE at AW Rostamani Group, said the campaign reflects a deeper commitment to customer well-being.
“At Chery UAE, AW Rostamani Group, we believe innovation should serve people’s lives. Our back-to-school campaign reflects our dedication to putting families first, supporting education, and making a positive impact where it matters most. In addition to reliable and intelligent vehicles, we’re proud to offer peace of mind, convenience, and life-changing value. This is the Chery way of standing with its customers, on and off the road.”
Beyond the tuition draw, the Back-to-School campaign also includes a suite of ownership incentives designed to make Chery vehicles more accessible and affordable. Customers will benefit from:
- 0.99% interest rate for two years
- Up to six years’ warranty
- Two years’ complimentary service
- One year of free insurance
- Roadside assistance
This comprehensive package aims to reduce long-term ownership costs while offering greater confidence in Chery’s product reliability.
Industry observers say the combination of financial perks and education-linked rewards could strengthen customer loyalty in a competitive car market. The strategy also reflects a growing trend among automakers to move beyond traditional sales promotions by offering value-added incentives that touch on family and lifestyle priorities.
Chery, one of China’s leading automobile manufacturers, has expanded aggressively in the Middle East over the past decade. The brand has positioned itself as a reliable yet affordable option, appealing to a wide range of buyers. Partnering with AW Rostamani Group, one of the UAE’s most established automotive distributors, has further strengthened Chery’s presence in the Emirates.
The campaign is also expected to boost showroom traffic during a traditionally busy back-to-school season. Analysts suggest that by offering both immediate financial relief and long-term ownership benefits, Chery UAE could secure a stronger foothold in the market while deepening ties with family-focused customers.
The first raffle draw will take place in late August, with results announced through Chery UAE’s official platforms. Winners will be contacted directly by the distributor.
For Chery UAE, the campaign highlights a shift in how automakers engage with their customers—by delivering not only vehicles but also social impact initiatives that respond to real community needs.
