Abu Dhabi’s Yas Island welcomed a new landmark this week with the opening of Smart Mobility International’s (SMI) multi-brand exhibition, the first and only exhibition in one of the island’s most prestigious locations. The showroom brings together three of China’s most prominent automotive names under one roof, AVATR, IM Motors and Wey, marking a new chapter for new energy luxury mobility in the UAE.
The opening attracted a large and elegant crowd of business leaders, media and automotive enthusiasts who gathered under a spectacular light and design display that showcased the full range of vehicles on offer. Guests moved around the showroom floor exploring the technology, craftsmanship and design language that define each brand, as conversation buzzed about what many called a bold new benchmark for the industry in the capital.
The highlight of the evening came when a renowned calligraphy artist, specially invited for the occasion, stepped forward to hand paint a message directly onto the body of an AVATR 12 on display. With steady and elegant strokes, the artist wrote the words “Proud UAE” across the vehicle, a gesture that drew warm applause from the crowd and quickly became the subject of countless photos throughout the night. The moment captured the spirit of the evening: a celebration not just of new vehicles, but of national pride and ambition.
In the middle of the party, we sat down with Fayha Al Malla, Vice President of Operations at LSI, to learn more about the company.
Can you tell us a little about your company, LSI?
SMI, or Smart Mobility International, is a new company. We officially entered the market in 2023 with a clear goal: to challenge the old agency model and raise the bar for the industry. We didn’t just want to open another showroom; we wanted to introduce a completely different way of thinking about how customers experience new energy vehicles in the region, from the moment they walk in the door to years after they leave.
You describe LSI as new, but the store feels extremely established. How is this?
It’s true, we look young on paper. But behind LSI are the founders who together bring over 80 years of accumulated experience in car manufacturing and representing ultra-luxury brands. So while the company itself is new, the expertise, relationships and standards behind it are anything but. This combination of youthful energy coupled with decades of proven experience is exactly what allows us to move fast doing things right.
What sets LSI apart from other agencies in the market?
Many agencies simply focus on the number of sales, get the client, close the deal and move on. We built LSI around the opposite philosophy. Being the exclusive agent for AVATR, IM Motors and Wey is a responsibility we take seriously because these are brands built on precision, innovation and true engineering excellence. Our role is to represent that history honestly and give customers in the UAE a shopping experience that matches the sophistication of the vehicles themselves.
You have put a lot of emphasis on warranty and after sales service. Why is it such a priority for LSI?
Because a car is not just a purchase. It’s a relationship that continues long after the sale. We wanted our warranty and sales package to be outstanding, not just competitive, so that owning one of our vehicles comes with peace of mind. And the same philosophy carries over to our after-sales care, which we consider one of the most important parts of what we do. Consumers need to think that the day they buy the car is really just the beginning of the experience, not the end.
What is your hope for LSI’s place in the UAE automotive landscape in the future?
We want LSI to be recognized as the agency that changed expectations for clients and the industry itself. Yas Island felt like the right place to start that journey. We are proud to bring these three incredible brands to the UAE, and even prouder to do so in a way that reflects the ambition and excellence this country stands for.
