New East Group, the authorized dealer of Isuzu in Saudi Arabia and a leading automotive spare parts importer, has taken a significant step in expanding its presence in the Kingdom with the launch of a new full-service center in Riyadh. This marks the company’s formal entry into the commercial transport sector in Saudi Arabia and highlights its long-term vision to strengthen its footprint across the region.
The new service center, built to international standards and spanning over 5,000 square meters, offers a wide range of after-sales services for commercial trucks. From advanced vehicle maintenance to the provision of genuine spare parts, the facility is designed to deliver a premium customer experience. It reflects New East’s broader ambition to provide top-tier services that enhance vehicle performance, reliability, and longevity.
Speaking on the launch, Ahmed Juma Ahli, Group CEO of New East, stated: “This strategic move showcases our commitment to expanding in the Saudi market while elevating the overall service experience. The new facility is a testament to our goal of delivering complete solutions, tailored to meet the specific needs of our customers, with an emphasis on authenticity and innovation.”
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Strategic Partnerships and Vision 2030 Alignment
The expansion is not just about growth—it’s a deliberate move aligned with the Kingdom’s Vision 2030, which aims to transform the national economy and position Saudi Arabia as a key player in the global automotive landscape. New East is intent on contributing to this vision by developing infrastructure and services that support the modern mobility sector.
In a significant development, Ahli announced that New East is now the official distributor for Isuzu’s MU-X and D-MAX models in Jeddah. This collaboration with Isuzu Motors International Operations (Thailand) Co., Ltd. reinforces New East’s strategic direction and reflects the confidence international partners have in its market expertise and operational capabilities.
“This partnership offers us the opportunity to redefine transportation standards by integrating luxury and efficiency in our offerings,” Ahli noted. The collaboration strengthens the company’s portfolio and expands its influence across both the passenger and commercial vehicle segments.
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Two Decades of Trusted Service and Future-Focused Growth
New East’s reputation has been built over decades of dedicated service. Founded in 1992, the company has become a respected name in the automotive industry, specializing in spare parts for Japanese, Korean, and European vehicles. It entered the Saudi market in 2000, setting a precedent for delivering reliable, high-quality service while evolving alongside the country’s dynamic automotive sector.
In 2025, New East cemented its role as a major mobility partner through its exclusive partnership with Anadolu Isuzu in Turkey, becoming the official distributor of Isuzu buses across the Kingdom. This move further underlined the company’s vision to offer not just utility, but refined and innovative transportation solutions that align with modern design and advanced technology.
With each strategic move, New East continues to shape the future of mobility in Saudi Arabia. The Riyadh service center is just one of many initiatives that reflect the company’s commitment to excellence, customer-centric services, and alignment with national goals.
End Note
As Saudi Arabia’s transport sector rapidly evolves, New East is poised to lead with its blend of experience, innovation, and global collaboration—ensuring its place as a key contributor to the region’s mobility transformation.
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