With the support of its partners, M-Hero's M-917 has already entered 40 countries and regions worldwide.

Dongfeng Motor's premium electric off-road brand, M-Hero, launched its first model, the M-917, in Dubai, United Arab Emirates, on November 18, according to an announcement from the brand today.

The model, rebranded locally as the M-Hero I, has a starting price of AED 399,000 ($108,630) in the UAE.

This is an important step in M-Hero's globalization strategy and a significant milestone in its strategic presence in the Middle East market, the brand said.

At the launch, 15 units of the model were ordered, M-Hero said.

To date, the M-Hero M-917 has been certified for new vehicle access in the European Union and other regions, the brand said.

With the support of its partners, the model is already in 40 countries and regions around the world, it said.

M-Hero is a brand officially announced by Dongfeng on August 27, 2022, when it was announced together with two concept cars, the M-Terrain and the M-Terrain S.

In August 2023, the M-917 was launched in China, offering an extended-range electric vehicle (EREV) version and a battery electric vehicle (BEV) version.

Currently, the starting prices of these two versions in China are RMB 637,700 ($88,090) and RMB 697,700, respectively.

In May, M-Hero said the M-917 prototype was tested in the UAE, marking the model's debut in the Middle East.

M-Hero's partners in the UAE ordered the M-917 prototype in March and the models arrived there in mid-April.

A month-long road test showed that the model could easily handle the desert, Gobi and urban conditions of the Middle East, M-Hero said at the time.

($1 = AED 3.6729 $1 = RMB 7.2392)

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