MUSSAFAH/SHARJAH/DUBAI, UAE and RIYADH, Saudi Arabia – Customer satisfaction is on the upswing in the Middle East, and Elena Ford, vice president, Global Dealer and Consumer Experience, is crediting dealers in two of the region’s largest markets for their focus on customers.
Recent visits to the United Arab Emirates and Saudi Arabia by Henry Ford’s great-great-granddaughter spotlighted the region’s growing importance to Ford Motor Company. Sales of Ford and Lincoln vehicles have been on the upswing in the Middle East the past few years and are expected to continue to grow.
In February, she helped inaugurate a new showroom in Mussafah, her second visit to the region in the past few months.
“I was very pleased to be back in the UAE to help launch the new Premier Motors Ford and Lincoln facility in Abu Dhabi,” said Ford, who was also there in October to inaugurate the Al Tayer Motors Ford and Lincoln dealership in Sharjah. “We commend Al Tayer Motors and Premier Motors for their continued support for the Ford and Lincoln brands and their relentless efforts to bring some of the best vehicle ownership experiences to customers in the UAE. Their professionalism and dedication to customer service is among the best in the business, bar none.”
Premier Motors, the official Ford and Lincoln dealer for Abu Dhabi and Al Ain, opened a new 1,700 square-metre facility in Mussafah, bringing Ford and Lincoln products closer to customers in the growing industrial area of the capital. The facility will also feature specific areas for approved pre-owned vehicles and Ford trucks for the first time in the emirate.
The general manager of Premier Motors, Helal Omar, called the showroom opening the beginning of the next phase in the dealership’s expansion. “This facility will cater to the existing as well as future demands emanating from developing areas.”
During her October visit, Ford also visited Riyadh, Saudi Arabia, to help dedicate an expansive service center (135 bays) opened by Al Jazirah Vehicles (AJVA). At that time, she noted that Ford was continuously working with AJVA to “further improve our customer satisfaction levels and elevate the ownership experience of a Ford or Lincoln vehicle to world-class levels that fit the Saudi customers’ needs.”
The focus being placed on customer satisfaction is showing, in both countries as well as in the region overall. Year-over-year sales satisfaction in Saudi Arabia is up nearly 9 points, with the UAE showing an increase of close to 12 points and the Middle East overall up nearly 11 points.
Customer satisfaction with their service experience is up almost 24 points in Saudi Arabia and 12 points in the Middle East as a whole. The UAE also showed a slight improvement.
Sheikh Abdullah Al Kraidees, president of AJVA, has said the dealership is committed to delivering the highest levels of customer satisfaction in the Kingdom. “Over the past few years we invested in significantly growing our sales, service and parts network and established presence in almost all major cities in Saudi Arabia. And as our customer base continues to grow, we are well aware that customer satisfaction and providing the right after-sales support is the way forward for us to continue this growth.”
Elena Ford helps inaugurate Premier Motors new facility in Mussafah, U.A.E.