Al Habtoor Motors ventures into new territories

Dubai: Al Habtoor Motors (AHM) is on a drive to extend its retail presence into new overseas markets, and a further sign that leading local dealerships are angling for territories well outside of their comfort zones.

It will represent Chinese carmaker JAC Motors in a European market as well as have the rights for a non-GCC regional territory. This way, the dealership extends an alliance first struck with JAC for the UAE rights late last year.

Other local dealerships have been trying their luck with other territories. Africa has been rated as a top opportunity, while some have ventured into select Indian cities with recently forged partnerships.

“The global automotive industry giants are rushing to create joint ventures with leading Chinese auto brands for the Chinese market,” said Karl Hamer, managing director at AHM, which also represents another Chinese make, Chery.

“We see a perfect opportunity to take on a leading Chinese make as it builds up a presence in global markets. Who’s to say that a Chinese auto brand won’t make it to top league of global manufacturers? Who would have thought a Hyundai could crack the Top 5 even 10 years ago.”

Hamer said the identities of the two overseas markets where it will represent JAC will be revealed later. “The Gulf markets are pretty well sewn up in terms of existing dealership arrangements, which is why we decided to go for a non-GCC one,” said Hamer.

Al Habtoor Motors, incidentally, happens to be the among the top global dealerships for Bentley, McLaren, Bugatti and Mitsubishi. Within these rarefied ranks, how can it plan to fit in a Chinese brand or two?

“Everyone knows the iPhone is made in China — but do you have anyone say a Chinese-made iPhone?” Hamer responds. “No, it’s always the Apple iPhone. We believe the same will come true with Chinese automotive brands and that will happen sooner than anyone thinks.

“In our negotiations with fleet operators, the feedback we get for JAC’s premium models is that they give the same feel as what a leading European make would offer.

The dealership is backing up its commitment with the first JAC showroom in the UAE, on Dubai’s Airport Road. There are plans to have another for Abu Dhabi.

JAC Motors also used the showroom opening to formally flag its new look, timed to coincide with its 50th year of operations. “We won the JAC importer rights last year after an extremely competitive vetting process that involved other top UAE dealerships,” said Hamer. “For JAC to have unveiled its new corporate branding in Dubai speaks a lot for itself.”