While summer heat slows many markets down, the Middle East’s love affair with speed is only getting hotter. Over the past year, motorsport has shifted from niche enthusiasm to a mainstream economic lever — and the numbers back it up.

Motorsport is becoming an economic strategy

For Gulf governments, racing isn’t “just entertainment.” It’s:

  • Tourism attraction
  • Urban development catalyst
  • Automotive sector accelerator
  • Youth engagement platform
  • Technology and STEM pipeline

From F1 in Abu Dhabi and Saudi Arabia, to rally and off-road disciplines across the desert, this region is positioning itself firmly on the world motorsport map.

Automotive culture is growing — rapidly

Car communities here aren’t casual. They’re passionate, brand-loyal, and spend with intent.

We’re seeing:

  • A rise in track-day participation and car clubs
  • Strong demand for premium and performance vehicles
  • Import growth across European and Asian marques
  • Customisation and tuning shops thriving
  • New retail showrooms and brand experiences opening monthly

This is a market where a vehicle is more than transport.
It’s lifestyle. It’s identity. It’s community.

A new wave of events and facilities

Investment in motorsport infrastructure continues to ramp up:

  • Circuit expansions and upgrades
  • New karting and grassroots venues
  • Race-adjacent hospitality and retail clusters
  • Integration of esports into mainstream motorsport formats

The message is clear:

the region wants to own the full motorsport ecosystem — talent, tech, teams, tourism.

Electric mobility and sustainability are entering the frame

The future of speed here will not only be loud and petrol-powered.

We’re already witnessing:

  • Uptake in EV brands and charging infrastructure
  • Government incentives supporting low-emission transport
  • Growing interest in sustainable fuels and hybrid racing categories

High performance and sustainability are becoming compatible ambitions.

Why this matters for global automotive and transport brands

If you’re in the business of:

  • Vehicles
  • Components and supply chain
  • Motorsport technologies
  • Event operations
  • Mobility services
  • Sponsorship and fan engagement

…the Middle East is now one of your highest-value growth markets.

And early movers will lock in:

  • Brand loyalty with a fast-expanding customer base
  • Strategic presence near major global events
  • Direct alignment with government investment priorities
  • Access to new talent and tech development opportunities

The era of opportunity — right now

For automotive and motorsport businesses, this is a rare moment:

A region with capital, passion, and political will — all pointed in the same direction.

At Howarth International, we help companies turn that moment into market access, strong partnerships, and long-term presence.

Motorsport isn’t a sideshow here anymore.  It’s becoming part of the region’s identity and economy.  Those who understand that early will lead the race.