Al Tayer Motors has set up a new home for the prancing horse from Maranello, and it is among the world’s largest Ferrari showrooms. The remarkable new building is located in the Al Manara area on Sheikh Zayed Road, Dubai, opposite the old Ferrari showroom on the other side of the road.
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 an immersive experience into the Ferrari lifestyle.
Ashok Khanna, Chief Executive Officer of Al Tayer Motors said: “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 added: “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.”
The ground floor of the new showroom features the main area displaying the entire Ferrari range, as well as a spacious client area, where guests can relax in a luxurious lounge with a private coffee bar, in a Ferrari-inspired ambience. 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.
Recognising how much a Ferrari owner cherishes the moment of the first drive, utmost care has been given to the delivery area, as clients are hosted in a private room where they can celebrate the occasion with friends and family.
The entire first floor is dedicated to Ferrari Approved, the Prancing Horse’s pre-owned certification programme, where a selection of unique pre-owned cars are on show after a rigorous preparation process including a 190-point check.
The second floor houses the Ferrari team, with an office 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.
The architecturally stunning building is also environmentally friendly. 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.
