GM Launches 100-Year Africa, Middle East Campaign
General Motors unveils 'Zero to 100 and Beyond,' marking a century of its presence across Africa and the Middle East.
Updated on Nov. 2, 2026 in Automotive — General
General Motors Africa and Middle East has unveiled the 'Zero to 100 and Beyond' campaign, marking 100 years of the company in the region. The campaign brings Chevrolet, GMC and Cadillac together within one story.
Why it matters
The campaign frames GM's regional history around the people who have made its vehicles part of their lives, memories and culture. It also signals the company's focus on new technology for the region, including Super Cruise.
General Motors' first regional operations began in Egypt in 1926, making the campaign's centennial anchored to that year. The extraction does not provide sales or production figures for the region.
The players
Furrukh Jawaid
Furrukh Jawaid is Chief Marketing Officer of GM Africa and Middle East, overseeing the company's marketing across the region.
Nima Askari
Nima Askari is General Manager of McCann MENA, the agency that co-created the campaign.
The details
A cinematic film follows a single ride down a desert road that transforms across decades, countries and characters, using historic GM vehicles and period-accurate clothing and decor. A cast drawn from Egypt, the UAE, Saudi Arabia, Kuwait and the Levant appears in the film, and the campaign was created with McCann MENA and Weber Shandwick MENAT.
Timeline
1926: General Motors begins first operations in Egypt.
November 2, 2026: The campaign is publicly unveiled.
Roadmap
The campaign traces its story back to General Motors' 1926 first operations in Egypt, positioning the centennial as the starting point of a century-long regional presence. Its pairing with Super Cruise and new energy vehicles tailored to the region places the brand's heritage alongside its next phase of product investment.
Drivers in the Middle East may eventually gain access to Super Cruise hands-free driver assistance technology, though the extraction gives no launch date. The campaign's new energy vehicle plans for Africa and the Middle East are described only as a planned investment.
The takeaway
The campaign ties General Motors' century of regional presence to its current technology push, showing how legacy brand history can anchor new product investment. Readers following the brand's regional strategy can track Super Cruise's eventual rollout as a concrete marker of that direction.
What happens next
Super Cruise hands-free driver assistance technology is set to come to the Middle East, though no date is specified in the source.
Further reading
Explore more Automotive — General coverage for context on the industry's regional strategies.
Source note: This article includes information reported by Campaign Middle East.
