What challenges do you face when auto companies in US receive bailouts in order to survive and the future of the industry is undergoing such radical transformation?
We have common challenges but being an Independent dealership in Dubai, we have a competitive advantage: no obligations to any one franchise. Also while selling lifestyle Marques, our in-house ‘after sales’ facilities affords customers the added assurance of a one stop shop and ‘life support’ in volatile times.
What evolution has House of Cars seen this year in terms of sales, brand portfolio expansion, outlets, numbers of cars sold?
To deliver our commitment of ‘satisfaction beyond expectation’, we have demonstrated organic growth by expanding showroom space and after service facilities. By increasing staff and keeping abreast of supply and demand, our successful business model is secured.
With eco consciousness, is the market for luxury cars on the downturn?
Worldwide we are moving away from fossil fuels and looking to alternative means of power: gasoline-electric hybrids, clean diesels, ethanol and futuristic fuel cells that run on hydrogen. Since necessity is the mother of invention, so the industry is investing in development. There is already an electric car that can do nearly 320 kph. Man’s lust for power and speed will not change the craving for a different power-train; the need for speed and luxury will just have to be cleaner and more efficient.
Luxury car retail sales are a competitive field, which aspects of your service do you consider as the hallmark of your business sustainability?
At the House of Cars, ‘in house’ prowess is he hallmark of our business. As a pre-owned luxury car dealership, we provide our showroom the services of our own garage facilities. This begins when cars are selected and purchased, and as a ‘familial’ offer to our customers after a sale. We are one of the few in Dubai to offer this benefit.
Which is the most popular brand of luxury car favoured by your customers?
The House of Cars is synonymous with all prestige marques and variety is the spice of life. However, market demand determines our purchasing rationale and we stock in order to supply. There is a preference for Porsches and BMWs since we have our own garages and these specialisations.
Has the concept of environmentally smart cars still entered the psyche of consumers in this region?
With the cheapest fuel in the world, smart cars are not the foremost purchase option in the minds of customers. We however demonstrate our commitment to ‘green’ technology by using eco-friendly paints and oils in our garages. Environment-friendly products are designed to ensure better health for vehicles and simultaneously emitting lower levels of greenhouse gases. Being a socially responsible company, we take environmental issues seriously. Our Government has the resources and commitment to pursue eco– friendly systems. The UAE has already taken steps to remove old vehicles from roads and has introduced alternate transport systems. With the increasing availability of smart cars from manufacturers we will be at the forefront in stocking them too.
How is the Dubai luxury car market different from the other upcoming markets in the rest of the Middle East?
Dubai drives to get the latest model before the rest of the world. Just recently we had a new BMW M3 in our showrooms long before many had seen the car in Europe. Dubai’s superlative and opulent lifestyle demands the latest and the best.
What scenarios do you see in terms of consumer buying habits as the society is forced to tighten its purse strings?
In this time of uncertainty will the world remember what was lost, or all that we found? Society is waking up from the self-indulgent behavior of the early new millennium years and is now settling down to more measured and responsible living. Here in Dubai we are ideally placed to overcome this current volatility quicker than most and optimism about the automotive industry here is strong.