212 Motors Opens Flagship Deira Showroom as Legend Group Deepens UAE Automotive Push

212 Motors has officially inaugurated its first flagship showroom in the UAE, opening a full-scale retail and service facility on Al Ittihad Road in Deira, Dubai. The launch marks a decisive step in the brand’s Middle East expansion and confirms long-term backing from Legend Group Holding.

The showroom opened its doors on 19 December and represents the brand’s first permanent customer-facing location in the region, following its global unveiling earlier this year. Positioned in one of Dubai’s most established automotive corridors, the facility is designed to serve both urban buyers and off-road enthusiasts across Dubai and the Northern Emirates.

Why was Deira selected for the brand’s first UAE showroom?

Deira remains one of Dubai’s most commercially active districts, with strong road connectivity and consistent automotive footfall. Located directly on Al Ittihad Road, the showroom benefits from easy access from Sharjah, Al Qusais, and central Dubai, making it a practical choice for customers travelling from across the emirates.

For a new brand entering a competitive market, visibility and accessibility are critical. Deira provides both, while also retaining its reputation as a long-standing automotive retail and service hub.

What facilities does the new 212 Motors showroom offer?

The Deira facility has been developed as a complete dealership rather than a display-only outlet. It combines sales, customer consultation, and after-sales support within a single location.

Key facilities include:

• Dedicated new-vehicle display areas
• Customer consultation lounges
• Test drive coordination services
• Authorised servicing and maintenance support
• Genuine spare parts availability
• Trained sales and after-sales personnel
• Digital product demonstrations and walk-throughs

The layout focuses on clarity and customer comfort, allowing buyers to review specifications, compare variants, and complete the purchase process without leaving the showroom.

Which model takes centre stage at the showroom?

The flagship vehicle on display is the 212 T01, an off-road-focused SUV positioned as a modern interpretation of the historic 212 nameplate, which traces its roots back to 1965.

The T01 is powered by a 2.0-litre turbocharged petrol engine producing 248 hp and 410 Nm of torque, paired with an 8-speed automatic transmission and selectable four-wheel drive. Designed with serious off-road use in mind, it offers 235 mm of ground clearance and an 850 mm water-wading capability.

In the UAE, pricing for the 212 T01 starts at approximately AED 115,000, placing it competitively within the mid-size off-road SUV segment—here are more details about the 212 T01.

How does this showroom fit into Legend Group’s wider UAE strategy?

The Deira showroom forms part of a much larger infrastructure investment by Legend Group Holding, which has committed more than AED 800 million to automotive operations across the UAE.

These investments include a 1 million square foot automotive hub at Dubai Industrial City, a major logistics and regional headquarters facility at Jebel Ali Free Zone, and large-scale vehicle storage and preparation capacity. Together, these projects support vehicle assembly, distribution, aftersales operations, and future electric mobility initiatives.

The Deira showroom serves as the public-facing entry point to this network, linking customer demand directly to regional logistics and service capabilities.

What other automotive brands does Legend Group represent?

In addition to 212 Motors, Legend Group operates a diversified automotive portfolio in the UAE. Its dealership network represents several international manufacturers, including Li Auto, Skywell, and Kaiyi.

This multi-brand approach allows the group to serve different market segments, ranging from electric vehicles and mainstream passenger cars to adventure-oriented off-road models such as the 212 T01.

What does this opening mean for UAE car buyers?

For buyers, the new showroom provides access to a previously unavailable off-road brand, supported by a structured sales and after-sales network. Customers can view vehicles, arrange test drives, and access servicing and spare parts through an authorised facility rather than relying on limited import channels.

The opening also reflects a broader shift in the UAE automotive market, where new entrants are increasingly expected to deliver full ownership support from day one.

Where is the showroom located?

The 212 Motors flagship showroom is located on Al Ittihad Road, Deira, Dubai, and is now open to the public for enquiries, test drives, and vehicle bookings.

The launch signals not just the arrival of a new showroom, but the start of a long-term market presence backed by significant regional investment.

Find the best 212 Motors cars for sale in the UAE.

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