Rescue dog Pluto becomes first pet to win Mercedes-Benz in UAE
Heartwarming rescue story turns into nationwide celebration
ABU DHABI – A rescue dog once left in a boarding facility has made history in the United Arab Emirates (UAE) by becoming the first pet to win a Mercedes-Benz.
Pluto, a Belgian Malinois, was awarded the luxury vehicle by Shory Group as part of a nationwide initiative celebrating the bond between pets and their owners.
The milestone prize has drawn attention across the country, but it is Pluto’s journey from uncertainty to belonging that has resonated most deeply. His story, marked by second chances and unexpected companionship, has struck a chord with a growing community of pet owners in the UAE.
Rescue journey
Pluto’s path to recognition began as a temporary arrangement. His current owner initially took him in with the intention of finding him a permanent home. At the time, she and her husband were living in a small studio apartment, managing demanding careers while already caring for a cat.
Despite efforts to rehome him, no suitable adopter came forward. Pluto was eventually placed in a boarding facility, but repeated visits made it increasingly difficult for the couple to leave him behind. Each encounter strengthened the emotional bond, ultimately leading them to adopt him permanently.
His owner described the transition as life-changing, noting the challenges and rewards of raising a Belgian Malinois, a breed known for its intelligence and high energy. The experience introduced new routines centred on training, discipline and care, gradually shaping their daily lives.
#EveryPetHasAShory
The award was part of Shory’s #EveryPetHasAShory campaign, which invited pet owners across the UAE to share personal stories, photos and videos celebrating their animals. The initiative was open to both cat and dog owners, offering participants the opportunity to win prizes, including Dh10,000 or a 2026 Mercedes-Benz.
Beyond the competition, the campaign highlighted the emotional and social role pets play within households and communities. It also reflected the increasing emphasis on responsible pet ownership, including adoption, healthcare and wellbeing.
As part of its broader efforts, Shory pledged Dh100,000 to support local animal shelters such as Six Hounds, Animals and Us, and Salam Animal Welfare. The funding aims to help organisations manage rising demand for animal care services across the country.
Marwan Mubaied, Senior Client Partner at Shory, said Pluto’s story exemplifies the deep connection between pets and their families, adding that such stories are increasingly visible within the UAE’s expanding pet-owning community.
Pluto’s impact has extended beyond his immediate household. Now registered as a blood donor with the Small Animal Blood Bank in Dubai, he has contributed to saving the lives of 12 dogs. His journey has also inspired his owner to become involved in pet care initiatives and rescue efforts nationwide.
The initiative forms part of Shory’s wider commitment to social responsibility, alongside its core business as a digital insurtech provider. The company offers car, home, health and pet insurance solutions through a fully digital platform, allowing users to compare policies and obtain instant coverage.
Operating under the First.tech ecosystem and backed by Judan Financial Holding, Shory continues to expand its role in supporting digital transformation across the UAE’s insurance sector, while also engaging in community-focused programmes aimed at creating positive social impact.