Formed in 1992 in the Saudi Arabian capital of Riyadh, Al Ghassan Motors began life specialising in all makes of high-end sports and luxury vehicles. It was not long until the company gained a reputation for expertise in this market, and it quickly attained a sizeable database of clientele. The company has succeeded in attaining the distribution rights from manufacturers, including Lamborghini and McLaren in the Kingdom of Saudi Arabia (KSA) and Bahrain, as well as Bentley for the entire KSA.
More recently, Al Ghassan Motors was appointed to represent Ferrari, Lamborghini and Aston Martin in the Cote d’Azur, France, providing the company with an opportunity to enter the European market for the first time. Just two short years ago, the dealership was selected from many applicants to become the new officially appointed distributor for Infiniti Cars in the KSA, allowing Al Ghassan Motors to offer its customers a wide selection of luxury models. But, as World Finance found out after talking with its owner, Sheikh Ghassan, this is just the tip of the iceberg.
We recognise that our customers are buying more than just a car. They are attracted by the lifestyle and the appeal that the brand delivers
How has the automobile market in Saudi Arabia developed?
The Saudi market has experienced a sustained period of high growth in the automotive industry, and especially in the high luxury and prestige sectors. Sales volumes have been growing and we see this trend continuing. The challenge has been not only to build our business and increase resource to keep pace with market growth, but also to develop and improve our processes and standards to keep pace with our increasing customer demands for quality service delivery.
The majority of our investment has been in this area, providing training to staff, appointing additional high caliber team members, building new and bigger state of the art facilities and implementing IT systems to ensure efficient and quality business resource.
How powerful is Al Ghassan Motors’ position within this market?
The company has been fortunate to form franchised partnerships with some of the world’s leading quality luxury brands. It is the combination of these brands with Al Ghassan that gives us our strength.
Our vision is to provide a service that is globally competitive – not just regionally. In other words we aim to deliver an experience at Al Ghassan Bentley that will rival any Bentley experience worldwide, and the same goes for our other brands. Certainly the key to this is after sales. Our commitment to after sales service is the reason why we are able to retain our customers and develop our reputation. After all, our loyal customers are responsible for our continued strength.
How do you ensure the customer service provided during an initial car purchase carries on further?
Our people and their commitment to our customers is the key. The investment we make in recruiting and training the right people and rewarding them in the right way plays a large part in this. Additionally, we recognise that our customers are buying more than just a car. They are attracted by the lifestyle and the appeal that the brand delivers. We have programmes and owners’ clubs that give our customers the opportunity to ‘live’ the brand once they take ownership of their car, meeting like minded people that get into the heart of the brand that they have bought into.
We stage events both locally and internationally, and our customers are given the opportunity to participate – whether with Bentley at a polo match in the UK, or driving their Lamborghini along the Amalfi coast in Italy for example. This adds a dimension to ownership experience that cannot be valued, delivering access and experience to memories that are exclusive to our brands.
Could you explain Al Ghassan Motors’ decision to open a Cannes dealership?
It has long been part of our business model to have a presence in another region, and two years back we were invited by Lamborghini and Aston Martin to establish our business model in the South of France. It is our success to date in the Middle East that brought this opportunity, and it is one that is frequented by many of our existing customers. We began trading in July 2013 and were soon approached by Ferrari to discuss a partnership in Cannes with them. Now we are established with the three brands in Cannes and already we are leading SW Europe market leagues in terms of customer service levels and car sales – new and used.
We will open what is seen to be the best after sales facility in SW Europe within the next six months. The European economy is challenging, but we are convinced that our business model will enable us to establish and build a quality and sustainable business there.
How have you expanded the reach and knowledge of the Al Ghassan brand internationally?
Establishing the business in Europe has certainly attracted a lot of international attention. We believe that at this level, this is the first time a successful ME motor business has done this.
Also we have been fortunate to be recognised by a number of international business publications and received awards that have garnered global recognition. We firmly believe in our business model and will take opportunity where possible to emulate this in the future.
Please explain about the Carat Duchatelet
Our partnership with Carat Duchatelet goes back some years. They are renowned as the premier company for expertise in armouring cars for VIPs and head of state. We recognise their quality and expertise, and through our relationship with them we are able to offer armouring options for all makes of cars and SUVs.
What is the armoured vehicle market like?
Clearly this is a very specific market with very few quality companies specialising in it. We have a very select group of customers to whom we supply these vehicles on a very secure and confidential basis. We are the sole partner for Carat in KSA, and as such our customers know that we are able to assist them with their requirements by delivering the very best quality armour-protected vehicles available in the market.
What’s Lamborghini’s success story in Saudi Arabia like, and your relationship with McLaren, specifically the 57OS?
The market penetration for Lamborghini in our area of responsibility is the highest worldwide. This demonstrates the power of our customer-focused strategy. Lamborghini is our longest brand partnership and we enjoy an incredible level of brand loyalty from our customers. The growth in sales is attributed to amazing product development from Sant’Agata, as well as a customer base that continually grows as a result of our customer strategy.
McLaren is a relatively new brand in the region, and a new partnership for us. The products are incredible and the customer group attracted to McLaren is constantly growing. The 570S is an extension of the model portfolio from Woking, Surrey in the UK, and will broaden our market potential. The future looks very exciting with McLaren for sure.
What does the future hold for the company?
Our brand partners have delivered on every product promise they have given us. For example the New Bentley Bentayga (SUV) will see first deliveries in early 2016 and the Lamborghini Urus is confirmed. There are many more new model plans in the pipeline, which means customers and prospects will continue to see incredible new products coming to the market. This is translated into continued growth for Al Ghassan Motors and our aspirations are directly in line with those of our brand partners.
How would you like the company develop over the next five years?
Our business strategy is at the heart of everything we do, which won’t change. This has led to the opportunities we see developing today. Our Infiniti business will grow at a pace as the Saudi market becomes accustomed to its return to the arena with a reliable retailer, and we are investing in resources to accommodate the growth forecast for the next 10 years. Continual growth, ever more exciting products, a sustained positive market trend, and a persistent focus on the strategy is what has brought us to where we are today – so why change it?
