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Emirates Motor Company officially inaugurates its fully digitalised, new Airport Road showroom

Together with an innovative state-of-the-art service centre

Emirates Motor Company, the authorised general distributor for Mercedes-Benz in the Emirate of Abu Dhabi, hosted the grand opening of its newly refurbished showroom on Airport Road, marking the completion of a significant three-phase investment that has been undertaken over the past year.

At the inauguration ceremony, Emirates Motor Company hosted over 200 guests and VIPs, who enjoyed personalised tours of the showroom and were among the first to experience the state-of-the-art service.

The showroom now takes its place as one of the world’s most advanced Mercedes-Benz facilities, emphasising the highest global standards offered by the world’s leading luxury automotive brand. The new facility will help reshape the brand’s identity in the market and exemplifies the commitment shown by the Al Fahim Group and the EMC management.

Covering over 74,500 square-feet, the state-of-the-art showroom is designed to provide a completely digitalised and customer-focused retail experience, aligning the regional sales and servicing platforms for the future. It includes customer-centric building planning, new service flow, full use of multimedia and retail systems, and flexible, innovative retail specifications, offering customers a more convenient experience. The intelligently designed showroom is equipped with four private consultation rooms and has a display capacity of 50 vehicles.

The new showroom includes semi-private areas for casual and convenient discussions. Dedicated areas with large, customisable digital displays are available for customers to enjoy complete privacy, while finalising their choice of dream car. In addition, there are four private areas where buyers will receive a personalised handover of their new Mercedes-Benz.

The expansion of the service centre means that the workshop area now covers almost 13,500 square-feet, while the reception area has doubled in size to 10,600 square-feet. The workshop is completely renovated, in line with Emirates Motor Company’s values to always provide the highest quality of service to its customers. The workshop is entirely visible to the showroom visitors, allowing complete transparency to customers for a glimpse of the high-quality workmanship provided.

Ahmed Abdul Jalil Al Fahim, Chairman of Al Fahim Group, said: “The completion of our flagship Airport Road showroom represents a major step forward in our group strategy to expand and provide added value services to our customers. Our investment in this new, industry-leading facility demonstrates our commitment to Mercedes-Benz, a partnership that has been continuously evolving for sixty years, as we collaborate together in developing and delivering innovative solutions for the local market.”

Commenting on the grand opening of the Abu Dhabi Showroom, Martin Schulz, President and CEO at Mercedes-Benz Cars Middle East, said: “In today’s fast-paced retail environment, we understand that our customers are not just looking for products – they are looking for experiences, specifically luxury experiences. And this new beautiful home of Mercedes-Benz showcases everything our brand stands for.

“Emirates Motor Company introduced the first Mercedes-Benz car to the UAE back in 1962 and was appointed as official importer in 1967 – being a loyal and committed partner of the brand ever since. I would like to express my heartfelt gratitude to the Al Fahim family and to EMC for their guidance, unwavering support, and commitment to achieving our common objectives, which have made them a force to be reckoned with amongst our General Distributors.”

“At EMC we pride ourselves on the outstanding experience we offer to all customers, regardless of whether they are joining the Mercedes-Benz family for the first time or returning to service their cars. This state-of-the-art facility will enhance our ability to provide each customer with that first-class Mercedes-Benz treatment, emphasising that we are continually striving to raise the bar to provide for our customers’ unique needs while delivering the highest standards of service in this digitalised era. Moreover, this is just the beginning – we are already planning the refurbishment of both showrooms and service centre in Marina Mall and Mussafah,” said Mohammed Ghazi Al Momani, General Manager at Emirates Motor Company.

The new showroom features a variety of products and services from the Mercedes-Benz brands. It is designed to enhance the customer experience and provide a unique platform for Emirates Motor Company to interact with its customers.


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