Carmakers bank on Gulf demand

Dubai: Supercars and hybrids, luxury vehicles and limousines are all gearing up to take centre stage at the 10th Dubai International Motor Show, which opens today. The event that takes place every two years features 13 world debuts and 40 regional premieres.

More than 200 exhibitors from around the globe are present at the show, which spans eight halls in the Dubai International Convention and Exhibition Centre (DICEC) and will be open till December 20.

Despite the global financial downturn, manufacturers are convinced that the demand for cars in the Middle East is strong and will — after a noticeable decline this year — recover in 2010.

The industry seems to have left the worst behind. "There is a real drive in the motor industry," says Hilal Saeed Khalfan Al Merri, CEO of the World Trade Centre, the show's organiser.

"Recent financial results suggest that most companies are showing gradual but steady increases. Companies are seeking to leverage on this most influential event [in the Middle East] to stimulate sales turnover," he added.

Global leaders

Most of the global leaders in the industry are participating in the motor show, and quite a few are hosting global or regional launches.

Mercedes-Benz, Aston Martin, General Motors, Ford, Toyota, Bentley, Jaguar, Mini, Nissan, and first-time exhibitor Luxgen are eyeing Dubai as a gateway to the Gulf Cooperation Council market.

Ford and its associated brands Lincoln and Mercury are using one of the biggest exhibition areas.

The company is displaying three new cars, the Ford F-150 SVT Raptor, the new Lincoln MKT and the 2010 Ford Taurus.

"Ford's commitment to the Middle East has never been stronger, and the Dubai Motor Show provides an excellent opportunity to showcase our latest models," Waldo Galan, Ford Middle East's Managing Director, said.

German luxury brand Mercedes unveiled its iconic ‘gullwing' SLS AMG on Tuesday, a model that pays homage to the legend that originally hit the markets in 1954.

"The SMS AMG is emotion pure and simple and will become one of the most alluring sports cars of our era," Frank Bernthaler, Director Sales and Marketing Midle East, said.

Further, a Middle East only version of the Mercedes G-Class, a popular and powerful four-wheeler, is on display among the 17 cars at the Mercedes-Benz stand, as well as a hybrid version of the S-Class, the S400.

Athletic version

Volkswagen, Europe's biggest carmaker, is presenting a big part of its model range, including the sixth Generation Golf, Passat, Eos, Phaeton and jetta. Besides that, an athletic version of the Scirocco and the Race Tourag can be seen at Volkswagen's stand."[The line-up] is illustrating our well rounded portfolio for the Middle East," says Stefan Mecha, Managing Director Volkswagen Middle East.

For General Motors, the Middle East has always been a strong market, and the company is presenting some "cornerstones" of its line-up in the region. New Chevrolet launches include the new Camaro, Cruze and Malibu sedans. For the first time, the electric vehicle Chevrolet Volt can bee seen here.

Cadillac, on the other hand, showcases the new CTS Coupe Concept and the luxurious SRX crossover. "These are the jewels in the crown of the GM stand," says Fadi Ghosn, marketing chief for General Motors Middle East. Besides that, GM presents new models of the GMC Yukon and Sierra Denali and a powerful version of the Hummer H3.

Italian style

Italian carmaker Fiat presents the new Fiat 500C, considered an Italian style icon, to test the Middle East markets for demand for small city cars. Fiat's other brand, Alfa Romeo, is displaying the new Alfa 159 range.

New Jaguar and Land Rover models can bee seen at their adjacent stands in Hall 1. Yesterday, the new Jaguar XJ was unveiled by the company's design director Ian Callum.

"It's a thoroughly modern interpretation of the quintessential Jaguar, the most empathic statement yet of Jaguar's new design direction," Callum said.

Land Rover, one of the most popular SUV brands in the UAE, is showcasing its flagship model Range Rover, including the Sport editions, and also the fully refreshed Land Rover line-up for 2010.

One big stand at the motor show is occupied by Al Hilal Bank, which is offering a ‘Walk In Drive Out' promotion — approval of the loan, insurance and registration on the spot.

"We look forward to providing innovative and impactful banking services to exhibitors and visitors alike," says Mohammad Zaquot, head of Personal Banking at Al Hilal.