Dubai: Just build a bigger showroom — Al Habtoor Motors (AHM) has worked out the formula to close the gap between Mitsubishi sales in Dubai and what the brand has been achieving in Abu Dhabi. It has just commissioned a 235,000-square-feet showroom and after-sales facility in Abu Dhabi, making it one of the biggest in the world for the Mitsubishi brand. And that coupled with a 100,000 square feet facility for Al Ain would eventually cover all bases for the dealership within the Abu Dhabi marketplace, according to a top official.
“Sales in Dubai — where we have two showrooms — make up more than 60 per cent of the overall volumes, and we felt there was an opportunity to redress the balance,” said Karl Hamer, Managing Director at AHM. “What we did was extensively add to an existing service facility we had in Musaffah [Abu Dhabi] and create an expansive showroom. Now, we have two in Abu Dhabi and, going by the initial numbers, the investment is paying off.
“Mitsubishi sales have been growing at 24 per cent annualised and that’s double what the market’s been doing. Plus, we are the fastest growing brand within Japanese makes and with a smaller line-up of products compared with the competition.”
Recently, the broader Mitsubishi line-up was expanded with the addition of the Mirage hatchback and the Attrage subcompact.
Within the passenger line-up, the Pajero SUV continues to come up trumps, helped by a consistently aggressive pricing, where the base models start at Dh108,000. “We have managed to pitch Pajero versions - such as the Diamond - to a receptive buyer market and which has made the badge a consistent bestseller in the local market,” said Hamer. “The latest model year version comes with a few changes on the front grille and the lighting, and it has what it takes to continue the good run.”
This year, the dealership looks to close with volumes of 47,000 units plus, which includes those of Mitsubishi’s line-up of commercial vehicles as well.
Early next year, the four-wheel line-up will be expanded with the introduction of the mid-sized Montero Sport.
Al Habtoor Motors had recently announced that expansion outside of the UAE market was a live consideration with some of the brands it represents. On whether such a move would be in tandem with Mitsubishi Motors in as yet untapped markets, Hamer said: “We are open to all possibilities.”
