With the influx of new and largely Chinese brands, as well as a growing list of pre-owned outlets, into the market, the premium segment has been pushed into the sidelines as a matter of interest in Dubai. However, that doesn’t mean that it has lost its overall importance in a market where luxury and premium vehicle brands hold a strong presence, and dealerships continue to showcase the latest models and catering to the preferences of affluent residents and visitors.
The demand for premium vehicles in Dubai, then, remains robust, driven, as ever, factors such as high disposable income, a desire for luxury and status symbols, and the availability of a wide range of premium automotive brands and models. Mid-tier brands like Mazda, for instance, face a hard choice. Take on the cheaper new alternatives or try and take a place at the top table with a value proposition to tempt buyers.
Stuck in between the two segments, the Japanese brand has leaned into the rental space in recent years but, in tandem with dealer Galadari Automobiles, it has seemingly made a choice to look up and not down when it comes to finding market share at the retail level. The recent unveiling of the highly anticipated first-ever MAZDA CX-60 and CX-90 models during an inaugural ceremony of the all-new Mazda Showroom on Sheikh Zayed Road, marked a relatively significant milestone in the durable 50-year partnership between Galadari Automobiles and Mazda Motor Corporation, Japan.
During the launch, both parties reinforced their commitment to excellence and customer satisfaction but were clearly out to signal that they are aligning with the UAE’s vision to become a premier automotive hub.
For them, the inauguration ceremony of the all-new Mazda Showroom on Sheikh Zayed Road, Dubai, was more than just an event; it symbolised the culmination of a 50-year journey powered by commitment, growth and leadership. Inside the plush new facility they were able to push their pitch to the premium segment.
According to Mohammed Abdullatif Ibrahim Galadari, Co-Chairman and Group CEO of Galadari Brothers, the partnership with Mazda has been instrumental in the success of Galadari Brothers Group, holding a prominent position in the UAE’s automotive industry.
“With more than five decades of partnership with Mazda, the company has remained committed to consistently making the customer’s experience of owning a car as exciting, enjoyable, and value-added as possible,” he emphasised.
The launch of the first-ever Mazda CX-60 and CX-90 models signifies a significant leap forward in automotive engineering and design for the brand. According to the Japanese car-maker, these are models, meticulously crafted to embody automotive perfection, to strike an ideal balance between performance and finesse.
During the opening, Axel Dreyer, CEO at Galadari Automotive Group, highlighted the distinctive features of the CX-60 and CX-90 models, emphasising their powerful and responsive engines, coupled with impressive fuel efficiency, setting new standards in the automotive landscape.
“The exclusive launch of the first-ever Mazda CX-60 and CX-90 in UAE, together with the opening of our all-new showroom, exemplifies our commitment to delivering the best possible services and models to the country,” stated Dreyer, underlining the company’s dedication to providing customers with exceptional driving experiences.
The UAE’s automotive market has evolved significantly over the years, driven by factors such as infrastructure development, changing consumer preferences, and technological advancements. Galadari Automobiles Co. has strategically positioned itself at the forefront of innovation to effectively meet the demands of this dynamic market. Dreyer emphasised the company’s readiness to adapt to market shifts and technological advancements, stating, “We look forward to providing customers with an exceptional driving experience, and setting new standards in the premium vehicle segment, solidifying our position in the automotive industry.”
To Dreyer, Galadari Brothers’ partnership with Mazda extends beyond delivering premium vehicles; it reflects a shared commitment to innovation, customer satisfaction, and sustainable progress. Despite challenges such as the COVID-19 pandemic, the company has demonstrated resilience and agility, leveraging digital initiatives to maintain engagement with customers and uphold its reputation for excellence.
Talking to T&FME on the sidelines of the launch, Dreyer remained optimistic about the future of Galadari Brothers and Mazda in the UAE automotive market, driven by their shared commitment to innovation and customer-centricity.
“Galadari Brothers and Mazda have enjoyed a fruitful partnership for over 50 years. This enduring relationship is a testament to our commitment to fostering long-term collaborations,” he said. “Regardless of market fluctuations, we prioritise maintaining strong connections with our partners, ensuring mutual success across all divisions within Galadari Brothers.”
The significance of these models lies not only in their sleek design and cutting-edge features but also in the meticulous engineering that went into their creation. With meticulous precision, the first-ever Mazda CX-60 and CX-90 models have been built to “embody automotive perfection”, striking an ideal balance between performance and finesse. Both models boast a powerful and responsive 3.3L Inline-6 Turbocharged engine, combined with a 48V mild hybrid system, delivering an elevated driving experience for those familiar with the brand.
The Mazda CX-60, positioned as a Sports Utility Vehicle, represents a blend of luxury and elegance, catering to the discerning tastes of modern drivers. With advanced features such as face recognition technology and cutting-edge safety systems, the CX-60 offers more than just a mode of transportation; it provides a personalized driving experience tailored to the individual preferences of its owner.
Meanwhile, the Mazda CX-90 stands as a powerful three-row family luxury car, showcasing a seamless blend of innovation and high-quality craftsmanship. From the driver’s seat to every detail of the vehicle, the CX-90 has been meticulously engineered to provide an immersive, performance-focused driving experience, setting a new standard for three-row Mazda SUVs.
“The exclusive launch of the first-ever Mazda CX-60 and CX-90 in UAE, together with the opening of our all-new showroom, exemplifies our commitment to delivering the best possible services and models to the country,” stated Axel Dreyer. He also emphasised the significance of these models in setting new standards in the premium vehicle segment, solidifying their position in the automotive industry.
Beyond their impressive specifications, the CX-60 and CX-90 models symbolise the new era for both the brand and its dealer, affirmed Dreyer.
“With Mazda’s transition towards the premium segment, Galadari Brothers has adjusted its business approach accordingly. This involves enhancing our showroom ambiance and training our staff to cater to the discerning needs of premium customers. The shift towards higher-end vehicles necessitates a more sophisticated customer experience, which we are fully prepared to deliver,” he explained, adding that: “We began our preparations with the introduction of Mazda’s 7th generation cars, including the Mazda3 and CX-30. This involved extensive training for our staff and renovations to our showrooms.
“Additionally, we are investing in advanced systems to streamline operations and improve customer experience, aligning with Mazda’s commitment to innovation.”
Dreyer was clear with T&FME, in terms of where he thought the brand should aim in the market.
“Mazda’s appeal in the premium segment lies in its superior craftsmanship, innovative technology, and engaging driving dynamics. While competing with established luxury brands like Audi and BMW, Mazda offers exceptional value for money, attracting a diverse customer base seeking both quality and affordability.”
Looking ahead, Dreyer remains optimistic about the future of Galadari Brothers and Mazda in the UAE automotive market. A potential release into the rental segment also lies ahead.
“Yes, we do have plans to integrate Mazda vehicles, particularly the CX-90, into our rental fleet. This model, starting at AED 170,000, offers a refurbished option, aligning with our strategy to provide quality vehicles at competitive prices to meet various customer needs.”
As pioneers of innovation and customer-centricity, both companies are poised to lead the way, delivering unparalleled products and experiences that exceed customer expectations and shape the future of mobility in the UAE.
“Galadari Brothers and Mazda have enjoyed a fruitful partnership for over 50 years. This enduring relationship is a testament to our commitment to fostering long-term collaborations. Regardless of market fluctuations, we prioritise maintaining strong connections with our partners, ensuring mutual success across all divisions within Galadari Brothers.
“The UAE automotive market, especially in the premium segment, has become increasingly competitive. With manufacturers eager to capitalise on market opportunities, we’ve observed a surge in stock and promotional offers,” he said. “However, our focus remains on providing added value rather than discounting prices, ensuring sustainable growth amidst market fluctuations.”
“We remain optimistic about the future, driven by our shared commitment to innovation and customer-centricity. As the automotive landscape continues to evolve, Galadari Brothers and Mazda will stay at the forefront, delivering unparalleled products and experiences that exceed customer expectations and shape the future of mobility in the UAE.”
With the interview coming to a close, T&FME asked Dreyer whether Galadari Automobiles could also look at potential Chinese partners, particularly as Mazda is now being aimed at the premium segment.
“While Chinese manufacturers offer competitive features and value, questions regarding reliability, spare parts availability, and residual value remain,” he told T&FME. “Galadari Brothers remains cautious in our approach to partnerships with Chinese brands, prioritising reliability and customer satisfaction above all else.
