The exclusive distributors of Chrysler, Jeep, Dodge and Ram Automobiles in Oman, Dhofar Automotive recently celebrated the opening of its latest and largest showroom in the country. The exclusive new state-of-the-art facility located in Wattayah, Muscat, is a complete 3S facility (Sales/Service/Spares) designed to handle everything from customer demonstrations of the latest vehicles available from these iconic brands, to ensuring that all possible customer after sales requirements are met at a single destination. The facility also boasts a drive-in service check-in facility and a luxurious customer lounge with cafeteria and complimentary Wi-Fi for the complete customer convenience.
The VIP launch event took place on May 10 under the auspices of Sayyid Faher bin Fatik al Said and was presided over by Hani al Zubair, Chairman of Dhofar Automotive and Dr Adil Shanfari, Deputy Chairman of Dhofar Automotive. Also in attendance were a number of highnesses and excellencies, together with Maurizio Zuares, CEO of Fiat Chrysler Automobiles (FCA) Middle East and Rhett Maxwell, GM of Dhofar Automotive. Also present at the event were other senior executives from the Fiat Chrysler Automobiles Middle East and members of the Dhofar Automotive management and staff.
The opening of the new facility commenced with a reading from the Holy Quran, following which Hani al Zubair addressed the audience, highlighting the significance of the new showroom; he noted, “Today, we celebrate together the opening of the main Dhofar Automotive facility in Wattayah. It features a range of our top brands including Jeep, Chrysler, Dodge and Ram, each of which have been and continue to be some of the most popular vehicle brands in the Sultanate. Each of these brands have earned a reputation for their performance as well as high levels of after-sales service. At Dhofar Automotive, we believe that our relationship with customers does not end after the purchase of a vehicle, rather it starts from that moment, and will continue for many years to come.”
Shortly thereafter Maurizio Zuares took to the stage, and gave a presentation on the long and proud history for Fiat Chrysler brands in the region. He said, “The Middle East is a key international region for Fiat Chrysler Automotive, and we understand that to maximise this market potential we have to focus — together with our partners — on the requirements of our local customers, listening to what they want and need — evolving, innovating and offering the right products and an enhanced customer experience. Thankfully, our customers in Oman are fortunate to have such great partners in Dhofar Automotive, who share our values towards their customers. We are proud of what we have achieved during our long, successful relationship.”
Following Maurizio’s speech, Rhett Maxwell took to the stage to introduce to the audience details and features of this brand new, purpose-built facility. “This state-of-the-art facility is the largest and most advanced Dhofar Automotive has built to date. Featuring an exclusive two-storey showroom to house our Jeep, Dodge, Chrysler and Ram brands, combined with a dedicated area for MOPAR parts and accessories, prayer rooms, recreational centres, a 45 minutes ‘Quick Service’ facility, customer lounges and much more. This facility no doubt raises the bar for showrooms in the region to new heights.”
A iconic design element of the new 8,900 sqm facility is the new two-storey showroom, with a 640 sqm ground floor vehicle display area and a capacity for 16 vehicles, dedicated for Chrysler, Dodge and Ram brands, while the 450 sqm upper floor has a capacity for in excess of 12 vehicles and is exclusively designed to house the iconic Jeep range. The second floor also houses a special MOPAR area to display various vehicle customisation options which are available for customers to personalise their cars. Along with prayer rooms and recreational centres for both customers and staff, this facility has been designed to make every customer’s experience of buying a new vehicle both stress-free and as relaxing as possible, including the ample onsite car parking available, so finding a spot in the busy Wattayah neighbourhood will not be an issue.
In addition, the facility’s new full-fledged service centre, located within the new complex, includes dedicated, air-conditioned service check-in lanes. These are a first for the region, where four dedicated interactive service reception lanes, which include vehicle inspection lifts, wheel alignment check, tyre condition check and brake testing all provide customers with the very latest and most convenient way to ensure their service requirements are met. The main 28 bay workshop, includes six express service bays and dedicated tyre changing facility, fully equipped to carry out all alignment and tyre related requirements.
The express service lanes are dedicated to ensure interim oil services are completed within 45 minutes. The workshop also features a three-lane vehicle wash facility, including a fully automated wash lane to ensure the quick and efficient turnaround of vehicles. Customers who wish to wait while their cars undergo quick servicing are able to relax in a dedicated customer lounge and enjoy free Wi-Fi and complimentary refreshments. In total, the ground floor service reception and workshop cover an area of approximately 2,400 sqm and combined with dedicated storage and display areas for spare parts and accessories, ensures that all customers’ after sales requirements are catered to in a timely and professional manner.
In order to ensure smooth operation, the facility includes a separate reception area for customers collecting their cars post service, where trained teams will both explain all work undertaken and walk customers to their vehicles.
The delivery area for new cars is equally impressive; housed alongside a dedicated 1,200 sqm underground parking facility, where a team of trained professionals welcome the customer and complete any necessary paperwork in a dedicated lounge area. Following which, they take the time to introduce and explain all of the features and controls of the new vehicle to its new owner. With a team of fully trained and certified staff by Fiat Chrysler Automobiles, the team prides itself on their ability to ensure the best advice, an overall higher quality of service and total peace-of-mind ownership experience.
“Dhofar Automotive has made a significant investment in the design and implementation of this architectural icon, the grand opening of which we are celebrating today. Its opening is in line with the confidence we have in the future of each of these brands and our commitment towards providing our valued customers with a distinct ownership experience.
With the opening of this new facility, we aim to contribute towards the development of the local market, helping raise it to the very best international standards. At Dhofar Automotive, we firmly believe that we have a key role to play in enhancing the competitiveness of the Omani market in all economic fields, which is something we have been working on since the dealership’s inception. Its opening reinforces our commitment towards the bright future of the Chrysler, Dodge, Jeep and Ram brands in the country and our hard work towards proving our valued customers with a distinct ownership experience in line with regional and international standards,” added Hani al Zubair.
The showroom launch stage show concluded with the official inauguration of the Dhofar Automotive Showroom. Following which, the chief guest and attendees were provided with a detailed tour of the facility.
For more information on the new showroom visit www.dhofarautomotive.com or call +968 2452 4530.
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