British Asia Network - Shahzad Sheikh
London 12 November 2019 - One of the world's largest Ferrari showrooms has been opened in Dubai by UAE's official importer, Al Tayer Motors. At 3,642m² is four times the size of the previous showroom and the interior follows a new Ferrari global corporate identity.
The ground floor of the new showroom features a main display area, which accommodates the entire Ferrari range, sitting alongside a spacious client area, a luxurious lounge with a private coffee bar. The Configurator Room is equipped with state-of the art technology and a selection of options and materials, while the most discerning clients can access the exclusive ‘Atelier’, inspired by the experience offered in the Factory at Maranello and featuring samples of special paint colours, liveries, leathers and other materials.
In the delivery area clients are hosted in a private room where they can celebrate the unique moment of their first drive with friends and family.
The entire first floor is dedicated to Ferrari pre-owned cars and the Ferrari team can be found on the second floor, with an office area designed to offer a workplace that echoes Maranello’s ‘Formula Uomo’ guidelines. Details such as the aesthetics, light, quality of air and noise control have been taken into account to deliver a pleasant working environment that enhances motivation and wellbeing.
Environmentally friendly technologies have been used for water, air conditioning and lighting systems. LED lighting has been incorporated throughout, to lower energy costs, whilst the latest motion sensor technology helps to reduce energy consumption by switching off lights during quiet or unused periods and reactivating them when motion or reduced light levels are detected.
Image above shows Ashok Khanna, Chief Executive Officer and Matar Humaid Al Tayer, Board Member from Al Tayer Motors with Dieter Knechtel, Chief Executive Officer Far East and Middle East, Ferrari
Ashok Khanna, Chief Executive Officer of Al Tayer Motors said: “We are incredibly excited to officially open our new, state-of-the-art Ferrari showroom here in Dubai. Our journey with Ferrari started more than 25 years ago with a facility on Zabeel Road, and today we reflect upon how far we have travelled since then. We are truly proud of our new home, which will enable us to deliver enhanced ownership experiences to our community of passionate Ferrari clients. Instead of a generic showroom concept, we have imagined a ‘Ferrari Clubhouse’, where owners can gather as a community, sharing their common love of the brand and connecting with our knowledgeable team.”
Image above shows Al Tayer Motors and Ferrari Middle East officials with the Italian Ambassador to the UAE HE Nicola Lener (4th from left)
Dieter Knechtel, Chief Executive Officer Far East and Middle East, Ferrari added: “We are truly proud of this outstanding facility; a new Ferrari flagship in one of the most vibrant cities in the world. Together with our longstanding partner, Al Tayer Motors, we are on a journey to deliver an exceptional experience to existing and future Ferrari clients and I believe this showroom will become home to them. I would like to take this opportunity to thank the Al Tayer family and their management for their dedication and investment over the years and look forward towards many successful years ahead.”