02 June 2003
Al Futtaim is to open a 25,000sq m showroom in Dubai housing its Ferrari, Maserati, Ford Lincoln Mercury, Jaguar and Land Rover car brands. It will be the largest of its kind outside of North America and is expected to open by summer 2004.
The investment will be part corporate branding, part sales tool. “This is all about building brand credibility,” said general manager Andrew Humberstone. “It will be a state-of-the-art facility featuring cutting-edge design. It will take what you see at the Geneva and Frankfurt motor shows to another level.”
Humberstone said the brand value of distributor in the region is often far lower than that of the distributed brand and that this situation needs addressing. “Who looks after the brand is almost as important as the brand itself,” he explained. “Who will service it? Who will look after it?”
“There are some terrific buildings in the Middle East housing cars, but they don’t look like car showrooms,” he added. “Our new Land Rover showroom will represent the lifestyle of the brand.”
Meanwhile, Al Habtoor Motors has opened a Bentley showroom in Dubai. The showroom currently houses the Arnage T, with the Continental GT Coupe expected soon.
Al Futtaim is to open a 25,000sq m showroom in Dubai housing its Ferrari, Maserati, Ford Lincoln Mercury, Jaguar and Land Rover car brands. It will be the largest of its kind outside of North America and is expected to open by summer 2004.
The investment will be part corporate branding, part sales tool. “This is all about building brand credibility,” said general manager Andrew Humberstone. “It will be a state-of-the-art facility featuring cutting-edge design. It will take what you see at the Geneva and Frankfurt motor shows to another level.”
Humberstone said the brand value of distributor in the region is often far lower than that of the distributed brand and that this situation needs addressing. “Who looks after the brand is almost as important as the brand itself,” he explained. “Who will service it? Who will look after it?”
“There are some terrific buildings in the Middle East housing cars, but they don’t look like car showrooms,” he added. “Our new Land Rover showroom will represent the lifestyle of the brand.”
Meanwhile, Al Habtoor Motors has opened a Bentley showroom in Dubai. The showroom currently houses the Arnage T, with the Continental GT Coupe expected soon.
© Gulf Marketing Review 2003
