For over four decades Al Masaood has been a fixture within the UAE market, and can boast a roster of major players within its line-up including: Nissan, Infiniti, Renault, Renault Trucks, UD Trucks in Abu Dhabi, and Ducati across the country. Not content on pumping big brands into the market, the group has a world class network of well-equipped service centres and extensive spare parts dealers. The newest addition to this part of the business is the Al Masaood Automobiles Nissan Service Centre, which is Nissan’s largest service centre in the world. Mohamed El Zeftawi, general manager of Al Masaood’s Commercial Vehicles & Equipment Division, explains to T&FME why the company is managing to continue to expand.
Please share an overview of how Al Masaood started in the automotive and commercial vehicle sectors.
Over the years, Al Masaood, an icon for the UAE’s automotive market, has exponentially grown to become the main distributor of global automotive brands in the UAE. We run three dedicated divisions to cater to the different needs of the automotive and commercial vehicle sectors. First is Al Masaood Automobiles, the authorised distributor of Nissan, Infiniti and Renault in Abu Dhabi, Al Ain and the Western Region. It brings to its customers a complete range of the most reliable 4×4, luxury, passenger and commercial vehicles, efficiently catering to a large and diverse number of individuals, fleet and government users. Second is Al Masaood Commercial Vehicles & Equipment (CV&E) Division.
It was established to become the sole distributor in Abu Dhabi for UD-Trucks, Renault Trucks and Uni-carrier Forklifts, as well as Oshkosh Fire Trucks and Shangrao Buses across the UAE, together with other well-known brands of heavy equipment and ancillary products. Third is Al Masaood Tyres, Batteries & Accessories Division, the distributor of the full Bridgestone Tyres range for cars, trucks, industrial, agricultural, and earth mover vehicles in Abu Dhabi. It is also the local distributor of Lassa tyres, boasting a long-standing partnership with Bridgestone Middle East & Africa since the early 1970s. We also manage Revolutions accessories, sole distributor of Ducati motorcycles in the UAE.
How easy was it to find deals with manufacturers at the start? How has that changed over the years?
Al Masaood is meticulous and thorough in collaborating with manufacturers, making sure that it deals only with well reputed and recognised organisations. Understanding our industry’s distribution channels and knowing where we fit in the supply chain has helped us find the right partners that fit well with our strategies and values as an organisation. Al Masaood and UD, for instance, have always been in a strong collaboration with each other during the past years, which complements its brand promise of fully addressing its customer’s concerns. Al Masaood CV&E’s cooperation with UD Trucks began more than 35 years ago in 1982.
The Division’s dedicated sales, service and parts facilities are fully equipped with the latest technology and are recognised to be the best workshops in the Gulf region. To date, we have a lot of successful worldwide partners, being the dealer of global brands such as Nissan, Infiniti, Renault, UD-Trucks, Renault Trucks and Uni-carrier Forklifts, Oshkosh Fire Trucks, Shangrao Buses, Bridgestone, Lassa, MTU, Volvo Penta, and much more.
You represent a portfolio of world-class brands for the medium and heavy-duty trucks and special vehicles – how do you work with the manufacturers to ensure the best value and products for your customers?
We collaborate closely with our partners to know first-hand the quality of the trucks and special vehicles and coordinate with them concerning the unique and specific needs of our customers here in the UAE and in the Middle East. UD has a wide range of products with different specifications to cater to the wide-ranging requirements of our customers as well. UD Trucks is one of the best performing companies in the Middle East and East Africa. Despite challenging conditions in some markets, the Japanese truck manufacturer has achieved significant sales growth across the entire region.
Is there a corporate philosophy or set of values that you feel your manufacture partners should have?
Absolutely. As previously mentioned, we ensure that our partners share the same values that we espouse in our organisation. Additionally, like us, our partners are fully committed to quality, professionalism, and excellence for the benefit of the market and our clients.
Both UD and Renault have brought out new trucks in the past year. How do you identify which trucks and which brands are suitable for which customers?
We always make sure that our team has a full understanding of the needs of our clients to offer them the right trucks that meet their required specifications.
How has Al Masaood’s after-sales services such as repair and maintenance and long-term service agreements changed over time? Are customers becoming more interested in them and paying a premium?
Al Masaood’s after-sales services are among the most exceptional in the country. Our technicians are all professionals and of top calibre who observe the highest standards of service operations. They deliver customised and efficient solutions by using state-of-the-art technologies.
We’ve seen some manufacturers extend their warranties in recent years. Does that present a challenge or opportunity to you?
It represents an opportunity for us because we are able to demonstrate our commitment to provide the best services to our customers.
Are any fleets reducing their own workshop operations in favour of getting more support from Al Masaood?
Yes. This shows that Al Masaood’s support is more efficient and economical for them in the long run.
Given your presence in the equipment market, do you try to offer customers – in the construction industry or logistics sector, for instance – a complete package of services and products?
We have long been providing a complete package of services and products, including the right product, extended warranty, service contract, insurance and financing, as part of our commitment to providing the highest level of customer experience and satisfaction.
How important are other companies within Al Masaood as customers – is it helpful to be part of such a large and renowned organisation?
We believe that it is beneficial to be a part of such an integrated group of companies. The Abu Dhabi-based Al Masaood is a privately held and highly diversified group, with its companies and partnerships spanning activities and expertise across 18 different market segments. Its primary goal is growth through a deep understanding of its marketplace, the quality of its products and services, and an uncompromising quest for customer satisfaction. Since its inception, it has evolved into a commercial leader across key sectors such as automotive, engineering, power, property and retail. Other companies within Al Masaood are leveraging and benefiting from its strengths as an established organisation in the UAE and the rest of the region.
How would you describe the current market for your company?
Admittedly, the market is facing a number of challenges, but Al Masaood is able to thrive despite the current situation by partnering with distinguished brands and consistently offering excellent services.
What is your view on the implementation of VAT? How has it affected the market?
The UAE’s implementation of value added tax (VAT) system is necessary to further strengthen the national economy in the modern times. The new tax regime has not affected the country’s competitiveness as it applies the lowest VAT rate compared to other nations. Initially, the market adjusted to the system, especially during the first three months of its implementation in 2018, but now the industry is fully complying with its VAT obligations.
What have you got planned for 2019?
We have a number of activities lined up for this year. We kicked them off by participating at the World Future Energy Summit – Eco-Waste Exhibition 2019 to showcase our sustainable transportation solutions. As the sole distributor of UD Trucks, CV&E displayed the new-generation and heavy-duty Quester UD truck during the exhibition. The Quester is a multi-purpose truck designed to cater the wide range of applications, including off and on-road use, waste management, construction, distribution and long-haul transportation. We will reveal our plans gradually throughout the year, including the introduction of our new, much-anticipated product to the market.
What are your plans for expansion?
Currently, Al Masaood Commercial Vehicles & Equipment has 3S complexes covering the whole territory of Abu Dhabi. We plan to add a mobile workshop and parts delivery van by which we are going to provide our services to the customers in remote locations.
Why have you chosen to a participate for the first time at this year’s World Future Energy Summit? How can you make a contribution to the region’s sustainability?
The exhibition is a great opportunity for us to show our commitment to provide the country with environment-friendly trucks in line with the government’s sustainability efforts. Sustainability is at the heart of our operations as a group, driving our growth and inspiring our vision for the future. It helps us to plan our strategies and tackle any challenges that may arise in the future. We also make concerted efforts to ensure that our impact on society and the environment is a positive one.
Therefore, it is of utmost importance for Al Masaood to contribute to sustainability and ensure the best results at all times. During the event, we showcased the Quester, which is equipped with the latest technology to make a positive environmental impact. Ultimately, our goal is to provide products that are created with forethought for the environment and are focused on the effective use of resources and reduced environmental impact.
Have you felt any benefit from the Expo 2020 Dubai? Are you supporting the event in anyway?
Expo 2020 Dubai is going to be the largest international economic and cultural event to be held for the first time in the Middle East, Africa and South Asia. The event will help drive exponential growth in the vital sectors such as construction, tourism, technology, transportation, aviation, and logistics. It will also be the key to attracting direct foreign investments that support the country’s economic diversification plan and it will be part of its preparation for a post-oil future.
In addition to the event’s positive economic impact, it will also enable millions of visitors and tourists to enjoy the cultural, heritage and historical richness of the UAE. Additionally, it will help promote our leadership’s approach to establishing values of brotherhood, tolerance, and co-existence. Al Masaood will contribute in any way to ensure the success of Expo 2020 and, subsequently, help in the reinforcement of the UAE economic growth.
Being an “icon” in the market
“Over the years, Al Masaood, an icon for the UAE’s automotive market, has exponentially grown to become the main distributor of global automotive brands in the UAE, including Nissan, Infiniti, Renault, Renault Trucks, UD Trucks in Abu Dhabi, and Ducati across the country. We run three dedicated divisions to cater to the different needs of the automotive and commercial vehicle sectors. First is Al Masaood Automobiles, the authorised distributor of Nissan, Infiniti and Renault in Abu Dhabi, Al Ain and the Western Region. It brings to its customers a complete range of the most reliable 4×4, luxury, passenger and commercial vehicles, efficiently catering to a large and diverse number of individuals, fleet and government users. Second is Al Masaood Commercial Vehicles & Equipment (CV&E) Division.
“It was established to become the sole distributor in Abu Dhabi for UD-Trucks, Renault Trucks and Uni-carrier Forklifts, as well as Oshkosh Fire Trucks and Shangrao Buses across the UAE, together with other well-known brands of heavy equipment and ancillary products. Third is Al Masaood Tyres, Batteries & Accessories Division, the distributor of the full Bridgestone Tyres range for cars, trucks, industrial, agricultural, and earth mover vehicles in Abu Dhabi. It is also the local distributor of Lassa tyres, boasting a long-standing partnership with Bridgestone Middle East & Africa since the early 1970s. We also manage Revolutions accessories, sole distributor of Ducati motorcycles in the UAE.”
