Sharmax Motors, a growing motorcycle and off-road vehicle retailer in the UAE, plans to invest $15 million in its UAE business, expanding its retail and service network and strengthening local logistics. The two-year growth strategy focuses on expanding operational infrastructure and reaching new customer segments in a market where Sharmax already has a strong presence. About the company Sharmax began expanding internationally in 2016, growing from a local off-road motorcycle business in Italy into a manufacturer serving markets abroad. Motorcycles remain its core products, alongside quad bikes, utility vehicles, buggies, golf carts, and water sports equipment. Today, the company has 27 offices across five continents. Between 2023 and 2025, Sharmax expanded its presence in the Middle East and North Africa, adding Oman, Qatar, Saudi Arabia and Egypt to its network. Dubai became a major operational hub for the Gulf region. Within the UAE, the company developed its network through showrooms in Dubai and Abu Dhabi, followed by Sharjah. In October 2026, it opened its largest UAE showroom in Ras Al Khaimah. The UAE was the first market where Sharmax tested its approach to entering new markets, which is largely based on building an ecosystem from the start. The ecosystem combines a network of stores, service centres, logistics hubs, and warehouses supported by local teams and rider communities. As a result, within three years, the company has expanded its retail network to four emirates and has gained a strong foothold in the entire Gulf region, not only the UAE. The decision to invest a further $15 million builds on that experience. Sharmax plans to put more resources into a market where its approach has already worked, drawing on established customer relationships and local teams. The funding will help the company support a larger customer base and make fuller use of its existing network. The investment will fund the next stage of Sharmax’s UAE operations, covering sales infrastructure, customer support and involvement in local motorsport. Sharmax plans to further develop its showroom network and extend its coverage across the emirates. Its largest UAE showroom, in Ras Al Khaimah, is a recent example of this expansion. Further growth will include Gulf markets such as Kuwait and Bahrain. New locations will support individual buyers and businesses purchasing vehicles for their operations. Funding will support workshop equipment, additional service capacity and technical training. This builds on existing operations: Sharmax’s Dubai service centre handles diagnostics, maintenance and repairs, while the Ras Al Khaimah facility combines sales and servicing at one location. The company will build more local spare parts stocks and improve distribution between warehouses, showrooms and service centres. The aim is to make vehicle deliveries and repair schedules more reliable. The brand is also broadening its product range to serve more areas of transport and recreation. Recent launches include an aviation division focused on personal and business air travel, with electric aircraft and light helicopters. The brand has also entered the personal watercraft category, extending its range into water-based recreation. Sharmax plans to improve its existing online sales platform, making ordering easier and linking it more closely with showroom and delivery operations. It also aims to expand work with hotels, resorts and commercial fleet operators that need ongoing supply and service support. Part of the programme will fund rider gatherings, organised outings and support for enduro and other off-road competitions. Sharmax also plans to provide equipment and technical assistance to athletes and professional riders. Sharmax has already organised events for its local community, including its Dubai showroom opening, which attracted more than 200 guests. In February 2026, it hosted fans, riders and partners for the announcement of Khamzat Chimaev as its brand ambassador.
By the end of the two-year programme, Sharmax aims to serve more locations across the UAE, handle a greater volume of servicing and improve access to vehicles and spare parts. Growing its corporate customer base is another priority. The investment will also strengthen the UAE’s role as a base for larger Gulf operations. Dubai’s existing operational hub will support coordination of supply, logistics and after-sales activities across the region. “Our UAE business has reached a stage where further growth requires more local capacity,” said a Sharmax Motors representative. “We have established a showroom network. The next step is to expand the teams, service facilities and supply operations needed to support it. This investment will help us build that capacity over the next two years and strengthen our base for For private owners and business customers, the aim is to make local support more accessible throughout the life of their vehicles.Building on UAE growth
Key areas of investment
Retail network
Service centres
Spare parts and logistics
Diverse lineup
Online and corporate sales
Community events and motorsport
A stronger UAE base for Gulf operations
