Honda: ‘Advanced and Sporty’ line-up for 2023-24

Dubai, UAE, March 2023: Al-Futtaim’s Trading Enterprises Honda proudly announces the unveiling of its ‘Advanced and Sporty’ line up for the year 2023-24. Official revealed at Dubai’s Autodrome to key stakeholders including media and influencers in February 2023, the brand brought to life its story of mobility and innovation, setting the cadence for coming years.

The ‘Advanced and Sporty’ strategy launched by the global automotive leader considers three main elements –Brand, Safety & Environment – with a focus on innovative ideas, as well as new technologies developed and harnessed to turn ideas into reality. The result is bringing joy to customers through human centered engineering.

The lineup showcased included:

  • All-New fastest-ever Civic Type R
  • All-New SUV: the Honda ZR-V
  • All-New 7-Seater CR-V
  • All-New Honda Accord 1.5L Turbo
  • All-New Honda Accord e: HEV, the first hybrid in the region

In addition to announcing the exciting upcoming fleet entering the region, Honda also outlined its 2050 sustainability and safety core ambitions. These included a goal of achieving carbon neutrality across all products, increasing the production of battery-electric vehicles (EVs) and fuel cell electric vehicles (FCVs), as well as the brand’s ambition for zero traffic collision fatalities involving its motorcycles and automobiles globally supporting a collision-free society.

Oscar Rivoli, Managing Director at Trading Enterprises said, “We are proud to be custodians of the Honda brand in the region, especially during such a vital time of growth and innovation. At Al-Futtaim Trading Enterprises we strive to adapt to the changing needs of our customers whilst being committed to continuously diversifying our offering and the ‘Advanced and Sporty’ line up allows us to do exactly that. As we roll out the new fleet in 2023 and 2024, we look forward to bringing each and every one of our customers the joy Honda founder, Soichiro Honda, intended them to experience”.

Customers can register their interest by visiting