Al Tayer Motors, the official Ferrari importer in the UAE, has confirmed its commitment to deliver unparalleled customer experiences to their Ferraristi within the country with the inauguration of Ferrari’s remarkable new showroom facility, located in the Al Manara area on Sheikh Zayed Road, Dubai.

The new showroom covers 3,642 square metres, more than four times the size of the previous showroom and has been designed as a true architectural landmark and exciting destination for Ferrari owners and enthusiasts.  The interior reflects the new Ferrari global corporate identity, offering a luxurious atmosphere and ensuring a warm welcome and immersive experience into the Ferrari lifestyle. 

Ashok Khanna, Chief Executive Officer of Al Tayer Motors said: “We are incredibly excited to officially open our new, state-of-the-art Ferrari showroom here in Dubai. Our journey with Ferrari started more than 25 years ago with a facility on Zabeel Road, and today we reflect upon how far we have travelled since then. We are truly proud of our new home, which will enable us to deliver enhanced ownership experiences to our community of passionate Ferrari clients. Instead of a generic showroom concept, we have imagined a ‘Ferrari Clubhouse’, where owners can gather as a community, sharing their common love of the brand and connecting with our knowledgeable team.”

Dieter Knechtel, Chief Executive Officer Far East and Middle East, Ferrari continued: “We are truly proud of this outstanding facility; a new Ferrari flagship in one of the most vibrant cities in the world. Together with our longstanding partner, Al Tayer Motors, we are on a journey to deliver an exceptional experience to existing and future Ferrari clients and I believe this showroom will become home to them. I would like to take this opportunity to thank the Al Tayer family and their management for their dedication and investment over the years and look forward towards many successful years ahead.”

The ground floor of the new showroom features a main display area, which accommodates the entire Ferrari range, sitting alongside a spacious client area, where guests can relax in a luxurious lounge with a private coffee bar and a community feel. The Configurator Room is equipped with state-of the art technology and a selection of options and materials, while the most discerning clients can access the exclusive ‘Atelier’, inspired by the experience offered in the Factory at Maranello and featuring samples of special paint colours, liveries, leathers and noble materials.

Utmost care and attention have been given to the delivery area, as clients are hosted in a private room where they can celebrate the unique moment of their first drive with friends and family, sharing the moment where their dream comes true.

The entire first floor is dedicated to Ferrari Approved, the Prancing Horse’s pre-owned certification programme. Here, a selection of unique pre-owned cars are on show, each having gone through a rigorous preparation process including 190 checks to ensure world-class quality and performance. Pre-owned Ferrari models are highly sought-after, offering high residual values and timeless designs.

The Ferrari team can be found on the second floor, with an office area designed to offer an engaging and dynamic workplace that echoes Maranello’s ‘Formula Uomo’ guidelines. Details such as the aesthetics, light, quality of air and noise control have been taken into account to deliver a pleasant working environment that enhances motivation and wellbeing.

With one eye on the future, environmentally friendly technologies have been used for water, air conditioning and lighting systems. LED lighting has been incorporated throughout, to lower energy costs, whilst the latest motion sensor technology helps to reduce energy consumption by switching off lights during quiet or unused periods and reactivating them when motion or reduced light levels are detected.

The Al Tayer Motors Ferrari showroom is open from 8.00 am to 8.00 pm from Saturday to Thursday. On Fridays, the showroom is open from 4.00 pm until 8.00 pm.