• DSF Auto Season expanded automotive culture across streets, malls, and lifestyle districts
• Over four million visitors engaged with cars as a shared cultural experience
• Community parades and collector showcases anchored passion-led participation
• Auto Season blended inspiration, entertainment, and real buying opportunities seamlessly
Dubai’s relationship with cars has always gone beyond utility, and the second edition of DSF Auto Season proved just how deeply automotive culture is woven into the city’s lifestyle. Running from January 2 to 11, 2026, the programme concluded as one of the most ambitious initiatives within Dubai Shopping Festival 2025/26, positioning cars not as a niche interest but as a collective, citywide experience.
Rather than functioning as a single destination event, DSF Auto Season unfolded across Dubai’s streets, retail hubs, and entertainment venues. From City Walk and Nad Al Sheba Square to Dubai Studio City and City Centre Mirdif, automotive culture appeared where people already were. This approach encouraged discovery over planning, allowing families, enthusiasts, collectors, and first-time buyers to encounter car culture organically while shopping, dining, or attending other DSF activities.
The scale of engagement reflected that vision. Across the season, more than 4,000 vehicles were showcased, with over four million visitors attending activations citywide. More than 100 clubs, collectors, and community groups participated, reinforcing the programme’s inclusive spirit. Auto Season demonstrated how passion-led experiences can thrive when they feel open, accessible, and woven into everyday city life.
One of the standout additions this year was the DSF Auto Season Collectors Hub at City Walk. Curated with SuperCars Majlis, the Hub presented rare and limited-edition vehicles as objects of craftsmanship and design. Supercars from Porsche and Ferrari sat alongside special displays from Dubai Police, inviting visitors to appreciate engineering excellence without the barriers often associated with collector culture. A public-voted competition and a AED 30,000 prize pool added a layer of interaction, turning admiration into participation.
Community storytelling remained at the heart of the programme. Parades and convoys transformed Dubai’s streets into moving exhibitions, from the Yalla Dubai Parade that crossed borders from Oman, to Porsche Day socials and a supercar showcase featuring more than 90 vehicles valued at over AED 100 million. The season closed on a relaxed note with the Bronco and Jimny Social, celebrating off-road and adventure communities in an easygoing, lifestyle-led format.
Large-scale anchor events amplified the momentum. Middle East Car and Bike Week filled Dubai Studio City with supercars, bikes, stunt zones, and live entertainment, while the Mirdif Motor Show turned a shopping mall rooftop into an open-access automotive festival featuring over 1,000 vehicles. These moments balanced spectacle with accessibility, welcoming both enthusiasts and casual visitors.
Importantly, DSF Auto Season also connected inspiration with action. Auto Sale activations across dealerships offered exclusive DSF deals, finance packages, and test drives, translating excitement into real purchasing opportunities. As the season closed, it left behind a clear blueprint, one that confirms automotive culture as a lasting, evolving pillar of Dubai Shopping Festival!
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