The 50-year-old legacy of entrepreneurship

The 50-year-old legacy of entrepreneurship
Ahmed Amjad Choudhry

Ahmed Amjad Choudhry, of Good Steam Auto Center, is a 22-year-old entrepreneur making it big in the 'Land of Opportunity'

By Rhonita Patnaik

Published: Wed 14 Aug 2019, 3:32 PM

Last updated: Wed 14 Aug 2019, 5:41 PM

Nestled in a 20,000 sq ft area at Al Quoz, Dubai, Good Steam Auto Center has a distinct look and feel of a sophisticated auto centre when you enter. Little does it give away that the auto centre is the initiative of 22-year-old Ahmed Amjad Choudhry, who is an architectural engineer by profession.
Dubai-born and bred, Ahmed hails from a business family. So being an entreprenuer comes naturally to him.
"Our family has been in Dubai for more than half a decade. My father owns a construction firm and I am an architectural engineer by profession. Getting into the family business would have been very easy for me,  but I chose to start my own business because cars are my passion and I want to give people services that I would like to get cost-effectively. However, I still actively assist my father in the family business. My primary goal is to get the maximum out of all our assets in the market and take our businesses to another level."
Thus began Ahmed's journey into opening Good Steam Auto Center.
Ahmed refurbished his father's old furniture showroom to lay ground for his new auto business.
"The first thing I did when I decided to take up the space is to put up a clearance sale for the furniture. Times are not great and the existing business was not running smooth. From being the store owner to sales person, I single-handedly managed to clear more than half the stock in a couple of days. Yes, it was not profitable but wasn't a loss either."
Then came the process to build the auto centre. Ahmed has planned this step-by-step. His showroom is being built in three phases. The first phase, a 6,000 sq ft showroom, currently offers car wash, general interior cleaning and auto lube services. Phase two will offer auto detailing services and ceramic protection. This is a separate new extended space at the auto centre and is expected to open by August 20.
Tyre fixing and wheel alignment services will complete the last phase of the showroom plan.
To provide the best tyre fixing and wheel alignment services, Ahmed is collaborating with Italy's Corghi to bring in the tyre service section to the auto centre. "Corghi provides the best tyre machinery in the world and we want to be associated only with that."
Managing all this details to the T would have required some training or hands-on experience. But Ahmed has learnt it on the go. "I am a very good observer. Ever since I was a kid, I would roam around construction sites looking at how things are done. Most of the wisdom comes to me from my father. I used to be with him at major meetings, see how businessmen interact, only to understand how entrepreneurs work. Yes, I have been dissuaded a lot of times to not start a business but I believe in myself."
Ahmed always strives for the best - whether him looking for services or himself providing the same to the customers.
The entreprenuer adds, "I believe in planning and adapting and starting with a foundation. What's the point of having everything but no customers? We need to tread carefully in these times."
Now with things more or less in place, Ahmed is eagerly looking forward to hire more staff as the seven-week showroom is already is seeing an incoming of at least 60 cars on the weekend and no less than 45 on weekdays.
The auto centre specialises in servicing brands such as BMW, Jeep, Lexus, Mercedes, Nissan, Mazda, KIA, Bentley, Volkswagen, Hyundai, GM, Ford, Honda, and many more.

Good Steam Auto Center
Good Steam Auto Center

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