From a small distributor with a single showroom to a major automotive leader in the UAE, representing iconic brands like Audi, Porsche, and Volkswagen, Al Nabooda Automobiles’ journey is a testament to vision, resilience, and strategic leadership.
At the heart of this remarkable transformation is Mr. K. Rajaram, who, over nearly three decades, has steered the company through periods of unprecedented growth and change.
In this exclusive interview, Mr. K. Rajaram tells the story of how Al Nabooda Automobiles became an automotive giant in the region, sharing the challenges they faced and the secrets to their success.
Mr. Rajaram, you’ve been with Al Nabooda Automobiles for nearly three decades. How would you describe the company’s journey since its inception?
Al Nabooda Automobiles has had an extraordinary journey. We started as a small distributor and have grown into a market leader, representing world-class brands like Audi, Porsche, Volkswagen and McLaren. Our success lies in our ability to adapt to changing market dynamics, invest in cutting-edge technologies, and continuously innovate in delivering exceptional customer experiences. This has enabled us to stay at the forefront of the industry, setting benchmarks not just regionally but globally.
What were some of the key milestones for Al Nabooda Automobiles under your leadership?
When I joined Al Nabooda Automobiles in 1996, the company was selling nearly 400 units annually, and we had a team of 80 employees working out of a single showroom and workshop for Audi, Porsche, and VW in Garhoud. Over the years, we experienced incredible growth. By 2014, we achieved the significant milestone of selling 10,000 units in a single year.
We’ve also made significant strides in infrastructure. We’ve developed state-of-the-art facilities in key locations across Dubai and the Northern Emirates. In 1999, we opened the world’s largest Volkswagen showroom, followed by the Gulf’s largest Porsche showroom in 2003 and the world’s largest Audi terminal in 2012. Between 2013 and 2014, we expanded to Fujairah and Sharjah with multi-brand showrooms and integrated after-sales facilities. Currently, we are in progress of refurbishing the Audi Showroom in Dubai, with plans to expand our facility improvements across all brands and locations.
Additional milestones include being honored with multiple regional recognitions throughout the years, and most recently comprise of Audi Middle East Dealer of the Year 2023, VW Middle East Dealer of the Year 2023. These milestones represent the dedication of our team and commitment to excellence.
What do you believe has been the driving force behind Al Nabooda Automobiles’ success?
Our success stems from a clear vision, a passionate team, and a customer-centric approach. We have always invested in state-of-the-art facilities, advanced technologies, and continuous training for our staff. Additionally, we maintain strong relationships with our brand partners, ensuring that we deliver world-class experiences to our customers.
What challenges have you faced, and how have they shaped the company’s growth?
Like any company, we have faced challenges, such as fluctuating market conditions, evolving customer expectations, and global disruptions. However, these challenges have only strengthened our resolve to innovate and adapt. For instance, during economic downturns, we focused on enhancing customer service and operational efficiency, ensuring we emerged stronger each time.
Al Nabooda Automobiles represents multiple iconic brands. How do you ensure their individual identities are upheld while driving overall growth?
Each brand we represent – Audi, Porsche, Volkswagen, and McLaren – has a distinct identity, and we take great care to maintain that. For instance, our specialized showrooms like the Audi terminal and Volkswagen Rashidiya Showroom are designed to provide tailored experiences that reflect each brand’s ethos. Our marketing and after-sales strategies are also customized to meet the unique expectations of each brand’s customer base.
What are some of the initiatives or strategies you are most proud of during your tenure?
One strategy that stands out is our focus on developing a world-class team. Over the years, we’ve grown to a workforce of over 1,000 highly skilled professionals, and this transformation has been a cornerstone of our success. The dedication and expertise of our team are reflected in our achievements, whether it’s the accolades we’ve received or the trust we’ve built with customers. This focus on people has been instrumental in driving our growth and maintaining our leadership in the industry.
In what ways has Al Nabooda Automobiles shown its commitment to a supportive and inclusive workplace?
Our people have always been at the heart of everything we do, and this commitment has guided us through both challenges and opportunities. During the COVID-19 pandemic, we prioritized safeguarding our employees’ livelihoods, choosing not to resort to layoffs even in the face of market uncertainty.
This dedication extends beyond moments of crisis. We have consistently invested in the development and growth of our team, introducing training programs that keep them at the forefront of industry trends and equip them to exceed customer expectations. Additionally, long before the Emiratization law was introduced, we proactively hired and nurtured Emirati talent, demonstrating our belief in the importance of contributing to the growth and success of the local community.
We don’t just see our employees as team members; they are an integral part of our family, and their dedication and contributions are at the core of everything we have achieved together.
What message would you like to share with the team at Al Nabooda Automobiles?
I am immensely proud of our team, whose dedication and passion have been the backbone of our success. My message is simple: keep striving for excellence, embrace change, and remember that each one of you plays a crucial role in shaping the future of Al Nabooda Automobiles.
Our success lies in the exceptional experiences we provide to our customers. Whether it’s the first interaction in our showrooms or ongoing after-sales support, every moment is an opportunity to leave a lasting impression. Your commitment to delivering these outstanding experiences is what sets us apart and strengthens the trust customers place in us.
About Al Nabooda Automobiles:
Al Nabooda Automobiles LLC is the exclusive authorized distributor for Audi, Porsche, and Volkswagen in Dubai and the Northern Emirates. With its strong reputation, Al Nabooda Automobiles has become a trusted distributor for Audi, Porsche, and Volkswagen vehicles in Dubai and the Northern Emirates. Offering best-in-class customer service and a wide range of Audi, Porsche, and Volkswagen models, Al Nabooda Automobiles also offers an array of services, including comprehensive after-sales support such as maintenance, repairs, and genuine Audi, Porsche, and Volkswagen parts, as well as a standalone multi-brand Bodyshop.