This milestone agreement reflects both companies’ shared vision for innovation, convenience, and future-ready mobility experiences. By uniting their respective strengths, the partnership will explore and implement a range of integrated solutions designed to create a more enriched motorist journey, including loyalty integration and seamless fleet-fuelling capabilities.

As part of this collaboration, Emarat and AWR Group will now work together to define and implement initiatives that leverage the strengths of both brands. This will include exploring joint activations and promotions, as well as exploring opportunities for co-branded programmes that provide greater value and engagement for customers.

Ali Khalifa Al Shamsi, Chief Executive Officer of Emarat, commented: 

“This strategic partnership brings together Emarat’s high-footfall retail network and AWR Group’s automotive leadership to create a more service-rich, convenience-led experience for motorists. At the heart of this collaboration is a shared ambition to define a new standard for fuel station experiences in the UAE, and we are excited to now move forward in developing the innovative solutions that will achieve this goal.”

Tom Fux, Chief Executive Officer of AWR Automotive, said:  

“Our partnership with Emarat is a significant step in our commitment to enhancing the lives of our customers. By combining our automotive expertise with Emarat’s market- leading network, we are creating a more holistic and convenient journey for every motorist in the UAE, both today and in the future.”

Emarat and AWR Group remain committed to driving innovation, advancing sustainability, and upholding the highest standards of safety, quality, and customer experience across every aspect of this partnership.