Dubai, October 13, 2025 — Spruce MOTOR celebrated the grand opening of its first global flagship experience center on Sheikh Zayed Road, Dubai, marking a major milestone in the brand’s global expansion. During the ceremony, Spruce MOTOR unveiled its three flagship pickup models — X200, X300, and Z900 PHEV — designed to meet the diverse needs of commercial users, government fleets, families, and professional enthusiasts. The lineup combines comfort, stability, and intelligent performance while embodying Spruce’s long-term commitment to low-carbon mobility and sustainable development, aiming to redefine how Middle Eastern consumers view 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 sector, there remains a clear gap in new-energy, family-oriented pickup products. Spruce MOTOR’s mission is to bridge that gap — creating vehicles that perform as work partners while integrating seamlessly into modern lifestyles.

• X200 – The Commercial Pioneer

• X300 – The Dual-Mode Business & Family Pickup

•Z900 PHEV – The Premium New Energy Flagship

From today, Spruce MOTOR 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, the company launches its official vehicle leasing program, allowing users to experience Spruce models starting from AED 1,999 per month + TAX — offering flexible access to high-quality vehicles and a refined driving experience.

During the ceremony, journalists from leading automotive, business, and lifestyle media engaged with the Spruce leadership in an open Q&A session, exploring topics such as design philosophy, hybrid technology, and the evolving pickup culture in the Middle East. Spruce executives shared insights on how the brand blends global standards with regional preferences and reaffirmed its long-term vision for intelligent and sustainable mobility — reflecting Spruce MOTOR’s confidence and forward-looking spirit.

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