China’s BAIC Eyeing Gulf Auto Market

Muzaffar Rizvi / 10 November 2013Gargash Motors’ has signed an agreement with leading Chinese carmaker BAIC, which made a successful world debut at the Dubai International Motor Show, to expand its footprint in the Gulf’s lucrative automotive sector. Tony Tarabay and BAIC International president Dong Haiyang with an A5 model displayed at the motor show. — Supplied photo

Gargash Motors, which is the authorized sole distributor of Alfa Romeo, Geely and BAIC Motors in the UAE, introduced the BAIC A5 and A1 series at the event. It was the first time that BAIC Motors was ever presented to the world outside of China. “We have no doubt that BAIC premiere will fascinate the local customers. Certainly it will. BAIC has taken in consideration the taste of the consumers in this area and believe that the BAIC premiere will attract Middle East and UAE buyers,” Tony Tarabay, sales and marketing manager, Gargash Motors, told Khaleej Times on the sidelines of the motor show.

BAIC is one of the five largest automotive groups in China with an over 50-year history. It is in possession of several automobile enterprises including BAIC Motor, Foton, BAW, BBAC and BHMC, as well as an R&D institute and a spare parts industry. The group, which covers full-series passenger and commercial vehicles, preferred to make its world debut at the Dubai International Motor Show ahead of its participation in similar events in Russia, Southeast Asia and Latin America next year. Tarabay said the geographic position and resurgence of the automotive industry of the UAE is the root behind BAIC’s approach in launching their world premiere in the UAE. The purpose of this holistic approach is to reach out to other countries in the region and beyond.

“Dubai is the largest country in the Mena region, and it is one of the most important economies and finance centres in the Middle East. The Dubai International Motor Show is the first overseas exhibition which BAIC Intel on behalf of BAIC group participates in — we will take advantage of it as the start point and signal to the global automotive market,” he said. “Our partnership with BAIC will enable us to enter a segment which we believe has remarkable potential. We at Gargash Motors are looking forward to this great association.” “BAIC will participate in the motor shows in Russia, Southeast Asia and Latin America, etc in 2014. It believes that these events are in order to set up an impressive and outstanding brand image and make a positive impact on newly market,” he added.

About the new BAIC A5 and A1 series, he said the BAIC A5 has a powerful turbocharger technology and takes advantage of SAAB. This model has a high power of 184kW and a high torque of 350Nm. “With a high C-NCAP score of 56.1, it ranks among the top of cars with five-star safety. High technologies such as the eight-inch multi-function display, Bose hi-fi, AQS system and intelligent rear view camera ensure a great experience,” he said. To a question about the outlook for Gargash Motors and auto sector in 2014, he said: “We at Gargash Motors see a very promising year ahead; our sales have increased by 30 per cent compared to last year. We, as the authorised dealers of Alfa Romeo, are launching one new Alfa Romeo vehicle at the Dubai Motor Show, as well as we are launching the new vehicles of BAIC.”

Gargash Motors was initiated in the1950s and is a long-standing and well-established company. With business interests in car rental, construction and power equipment, and lubricants, it is one of the thriving business houses in the UAE. Gargash Motors’ partnership with BAIC will further enhances the company’s position in the automotive industry along with Alfa Romeo. This is a strategic shift of the company as it enters a new segment and challenges a strong market share of the industry.