- Experience the region’s biggest automotive culture celebration across Dubai’s streets.
- Witness over one hundred million dirhams worth of supercars on parade.
- Discover rare Porsche and Ferrari models at the exclusive Collectors Hub.
- Enjoy citywide dealership sales with special finance and upgrade offers today.
The roar of high-performance engines is currently echoing across the city as the thirty-first edition of the Dubai Shopping Festival shifts into high gear. Running from January 2 to 11, 2026, the DSF Auto Season has officially transformed Dubai into a sprawling, open-air gallery of automotive excellence. This is not just a car show; it is a citywide takeover where rare classics, modern supercars, and family favorites become the main attraction in our everyday social spaces.
Modern consumers are increasingly moving away from static exhibitions toward immersive, shareable experiences that reflect their personal identity. This trend, often called the “Experiential Renaissance,” is perfectly captured by the collectors and enthusiasts gathering at City Walk and Nad Al Sheba. For the tech-savvy individual or the aspiring owner, the event addresses the desire for authenticity and connection, bridging the gap between digital hype and physical thrills. This reflects a commitment to bold innovation, positioning Dubai as a global hub where automotive passion meets a refined lifestyle.
We recently had the opportunity to interview Nassib Haddad, Head of Marketing and Partnerships at Supercars Majlis, who shared exclusive insights into how this year’s festival is pushing boundaries. “Supercars Majlis is arguably the biggest private supercar owners collective in the UAE,” Nassib explained, noting that the group is currently celebrating its landmark 10-year anniversary. This milestone coincides perfectly with their partnership with DSF Auto Season to bring elite automotive culture to the public.
The ten-day calendar is packed with high-energy moments for every type of driver:
- Collectors Hub at City Walk: A three-day premium showcase of rare Ferraris and Porsches, plus a public-voted competition with an AED 30,000 prize pool.
- Middle East Car and Bike Week: A massive festival at Dubai Studio City featuring drift arenas, stunt zones, and a Guinness World Record attempt in RC racing.
- Flagship Parades: The Supercars Parade on January 4 at Coca-Cola Arena and City Walk is a major highlight. Nassib confirmed that around 60 of the most elite supercars and hypercars will gather for a massive social meet-and-greet, allowing fans to see these “exotic machines” up close.
- Smart Buying Moments: Dealerships citywide are offering exclusive DSF deals, finance packages, and test drives for luxury and electric vehicles.
The human angle of the season is found in the diverse community meet-ups, from the cross-border Yalla Dubai Parade to the relaxed Bronco and Jimny Social. Nassib emphasized that Supercars Majlis takes great pride in being a community-focused group. “It’s about meeting everyday people and welcoming them to enjoy our supercars as well,” he shared. Whether you are a father showing your child a vintage 1980s classic or a collector networking at the Supercars Majlis, the inclusive spirit is unmistakable. It is an aspirational week that turns a simple drive into a coordinated convoy of five hundred bikes or a rooftop motor show at City Centre Mirdif.
This community-first ethos ensures that the passion for the machine is experienced together, roadside or at the heart of the action. Make sure to plan your weekend around these spectacular parades and stay tuned to the Dubai Festivals Instagram channel for more details. With over 12,000 visitors expected at the major festivals, the city is ready to show the world why it remains the premier destination for motoring artistry.
Take your automotive passion to a higher level by joining the convoys and exploring the hubs across the city. From high-octane stunts to exclusive dealership deals, the season offers something for every driver. Learn more at the official DSF website and join the movement today!
