Dongfeng Motor’s premium electric off-road brand, M Hero, is gearing up to export its first model, the M-917, to the Middle East, as part of its strategy to expand its international footprint. The brand announced yesterday that the M-917, already launched in Switzerland, will soon make its way to the Middle East.
Prototypes of the M-917 are currently undergoing testing in the United Arab Emirates, marking the model’s debut in the region. The vehicle has already passed EU ECE and Middle East GSO vehicle certifications and is undergoing extensive road testing in target markets worldwide to ensure its adaptability and performance in diverse geographical environments.
M Hero’s partners in the UAE ordered the M-917 prototypes in March, and the vehicles arrived in mid-April. A month-long multi-road test was initiated for the prototypes, demonstrating their capability to handle the desert, Gobi, and urban conditions of the Middle East effectively.
Dongfeng unveiled the M Hero brand on August 27, 2022, alongside two concepts, the M-Terrain and the M-Terrain S. The M-917 went on sale in August 2023, offering both battery electric vehicle (BEV) and extended-range electric vehicle (EREV) options, with starting prices of RMB 697,700 ($96,567) and RMB 637,700, respectively.
In a significant development, M Hero and Huawei signed a strategic cooperation agreement at the end of February to build a smart car industry ecosystem. This partnership aims to promote the commercialization of Huawei’s smart car solutions and support M Hero in becoming a leader in China’s luxury electric off-road culture, as highlighted by Huawei.
