Al-Futtaim's Trading Enterprises announces new leadership for Honda UAE brand division

An automotive veteran, Rhett Maxwell, joins Honda UAE at an exciting time as the brand heads towards its Vision 2030

Rhett Maxwell, General Manager of Honda UAE at Trading Enterprise.

Rhett Maxwell, General Manager of Honda UAE at Trading Enterprise.

Dubai, UAE - Trading Enterprises, a subsidiary of Al-Futtaim Automotive and the exclusive distributor of Honda in the UAE, has bolstered its Honda brand division with the appointment of Rhett Maxwell as General Manager. An automotive veteran with over three decades of automotive experience, Maxwell joins the company in a challenging, yet exciting time as Honda eyes a major business shift over the next decade to realise its Vision 2030 global strategy plan.

Maxwell’s experience spans over 35 years in the automotive industry, with a strong record in successfully managing and building car brands in the region and beyond. A result-oriented professional, Maxwell brings a diverse experience from three continents, where he held leadership positions for major car brands in the UK, South Africa, Saudi Arabia and Oman. During his career he has earned multiple global awards and recognition for the dealerships he’s represented, setting new records in sales, customer satisfaction and profitability.

Oscar Rivoli, Managing Director at Trading Enterprises, said, “I would like to welcome Rhett to the Trading Enterprises family as well as the wider Al-Futtaim Automotive Group. Despite the challenging conditions of the ongoing pandemic, I am confident that Rhett is equipped with the skills and knowledge to take our Honda brand division to new heights and continue the success we have enjoyed in the UAE for over 40 years. With his widespread experience in the EMEA car industry, it is great to see Rhett join us and work alongside a visionary team of forward-thinking professionals at Trading Enterprises.”

Maxwell’s role as General Manager of Honda UAE at Trading Enterprise will see him take responsibility for all business aspects spanning the brand’s diverse portfolio of mobility solutions, including passenger cars, motor bikes, marine engines and power products. In his role, Maxwell will also be responsible for implementing and maintaining a high-standard customer service across multiple Honda showrooms in the UAE, while also elevating the awareness of both the brand and its product line up of iconic models such as Accord, Civic and CR-V.

Speaking about his new role as Honda UAE’s General Manager at Trading Enterprises, Rhett Maxwell, said: “I’m happy to return to the Middle East, especially to join Trading Enterprises under the Al-Futtaim Automotive Group that is one of the most prominent companies in the region. Adding such an iconic brand like Honda to my portfolio is a real privilege, especially for the great legacy it has in innovating mobility through The Power of Dreams. It is a remarkable opportunity for me to be entrusted with further developing and growing the Honda business in the UAE and to be part of the Al-Futtaim Group which has such deep roots within the UAE; I am looking forward to the challenge.”

Underlining its future path through '2030 Vision', Honda will heavily emphasise on the development of technologies for mobility products, energy and robotics under this plan. Leveraging its 32 million customers across the world, Honda will focus on electrified mobility products to achieve a zero carbon society, with a wide range of fully electric, hybrid and other environment-friendly power-driven vehicles set to launch from next year onwards under '2030 Vision'.

A subsidiary of the Al-Futtaim Automotive Group, Trading Enterprises was established in 1970s in Dubai and is the exclusive authorised distributor for Honda, Chrysler, Dodge, Jeep, RAM & Volvo and is empowered by a highly skilled and trained professional team to provide a complete car buying experience. Al-Futtaim Automotive is one of five divisions within the Al-Futtaim Group which provides quality products and services that enrich people’s lives and aspirations each and every day.


Facebook: @hondaUAE



About Trading Enterprises Honda

Trading Enterprises Honda, part of Al-Futtaim Automotive, is the exclusive UAE distributor for Honda vehicles, motorcycles, marine engines, power products and parts. Recognized as one of the largest independent Honda distribution companies in the world, Trading Enterprises Honda is supported by an expansive network of modern showrooms, after sales facilities, and retail Parts counters located across the UAE.

About Al-Futtaim Automotive

Al-Futtaim Automotive, one of the main four operating divisions within the UAE-based Al-Futtaim Group of companies, is a conglomerate of motoring-related businesses, franchising some of the world’s most-recognised automotive brands and services.

Operating in 10 countries across the Middle East, Asia and Africa and empowered by around 9,000 associates, the UAE-headquartered Group’s services span across distribution of new and used vehicles, manufacturing, leasing, and aftersales.

Ranging from passenger cars to SUVs, commercial vehicles, industrial and construction equipment as well as motorbikes and quads, Al-Futtaim Automotive Group offers an integrative customer-centric experience for motorists, fleet operators and contractors alike, and strives to become the leader in tailor-made mobility solutions


About Al-Futtaim

Established in the 1930s as a trading business, Al-Futtaim today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into five operating divisions; automotive, financial services, real estate, retail and health; employing more than 42,000 employees across 25 countries in the Middle East, Asia and Africa, we partner with over 200 of the world's most admired and innovative brands.

Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers each and every day. For more information visit: 

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