Galadari Automobiles: Driving away the best

Mazda is one of the market leaders in terms of technological edge, invention and security features

Axel Dreyer, General Manager of Galadari Automobiles, is steering Mazda to new heights in the UAE. With more than two decades of leadership roles with various automobile brands, Axel possesses deep insight in successfully managing turnarounds, and knows the inside out of the industry. He believes that in the new era, it is equally important to know and subsequently address the choice of the 'Millenial' mindset, who constitute an overwhelming number of people - and who want to lay their hands on next generation automotives. This is why he says correctly reading customers' behaviour in terms of offering lucrative deals is most important.
The top man for Mazda also believes that infrastructure and presentation is important to drive buyers, and the Millenials can be better tapped by using new tools like VR and Digital Media showcasing them the vehicle.
Outlining his vision, Axel says that the way of car ownership will be changing which already started in the big cities in Europe and also Dubai has started offering individual transport solutions. Highlighting the strengthens of Mazda, Axel said, it is the only car which is 100 per cent manufactured in Japan, and is a testimony of latest technology and inventions. He cited the New Mazda CX-5, a mid size SUV, and termed it as an ideal choice.

Mazda's quality, durability and security features are outstanding, and it is always at the forefront of innovation. Axel also mentioned the recently announced SkyActivX engine and termed it as a great feat, which is a masterpiece in terms of fuel efficiency. The new engine concept will provide 20-30 per cent less fuel consumption and CO2 emissions without the disadvantage of heavy batteries and connected lack of range.

The Mazda boss also mentioned the research cooperation under way between his giant concern, Mazda, and Toyota for bettering battery inventions. He also took pride in saying that the future belongs to innovative powertrains like SkyActivX, hybrid and electronic cars, but called for making it a cost-effective affair in order to overcome the gasoline-run cars.

Axel wants to see a regime of subsidies from respective governments worldwide to support buyers of cars that are producing less CO2 emissions. UAE will be the role model in the Middle East by providing the infrastructure and subsidies to support cars with alternative drive trains.

Extracts of an interview with the GM, Gal:

What strong undercurrents/dynamics do you see to turnaround the company as the leading automobile choice of the decade?

It is very crucial to recognise the requirements and purchase behaviour of the new generation. Through social and digital media, the customer is receiving very detailed information about the product and is getting influenced in his decision. For us we have to use this media and new forms of communication to reach to these potential customers. The development on VR media is for the moment very interesting and will influence the purchase behaviour of the new generation more and more. We are for the moment checking the possibility of discovering the showroom and cars through 360-degree interactive camera. It is a very exciting time to use this new technology for the benefit of our customers.
 
Tell us about the new products in the offing and their specifications?

First of all, I want to emphasis that all our cars are manufactured in Japan and providing an outstanding quality, which will reflect in a hazel free and low cost of ownership. Basically 2017 was the first year of our all-new flagship SUV, the CX9, and the response of our customers was overwhelming. Also we launched the all-new CX3, a small but powerful Cross-Over that has an amazing distinctive design. Now in 2018, we will have the all-new CX5, which is our well appreciated and award winner mid-size SUV. The CX5 will come with the 2.5 Skyactive engine, which is class leading in terms of efficiency. Also feature wise the cars come with many safety related feature such as Head Up Display and has achieved highest score in the NASC crash test. Apart from tech, it is a stunning looking Mid Size SUV, which will attract a lot of buyers, as they will appreciate the outstanding value for money.  

What are the current volume sales, and ?how will you rate the confidence of customers in Mazda?

Despite the very difficult market conditions with two-digit market volume drop, 2017 will be a very successful year for Mazda. With our outstanding products and transparent offers that are providing our customers an unparalleled value for money, we were able to attract a lot of new buyers. We are confident that we will close the year with an increase of market share means Mazda is performing much better than the market.

Mazda/GAL has been on the move in the UAE by setting up new facilities and ventures, how is the market response, and what are your future plans?

Indeed, we believe that our customers have to experience our premium product in a state-of-the-art showroom and, of course, after-sales facilities. We have opened our new Body & Paint facility, which is providing the customers a premium reception area (waiting areas and free Wi-Fi). We will shift also to a new showroom in Deira that will move us to the center of automotive retailing in this area and so provide the customer an easy access to Mazda products. A big project that we will start in 2018 is a complete new 3s facility in RAK.

If asked to define your awareness campaign, what strong points would you list out?

Mazda is a premium Japanese brand that is well-known for using breakthrough technologies like Skyactive engines. The quality of the cars connected with many features, distinctive design and high level of safety elements has resulted in many global awards. Also driving a Mazda is giving the driver an unparalleled connection to the car that not only is making fun but also gives the driver the feel to control the car better. Our customers are appreciating that our cars are built in Japan as build quality is on the highest level and consequently customer ownership experience is in line with the high expectations of our customers.   
 
Tell us something about your insurance and auxiliary services, and how do they have a mark on sales?

 Galadari Automobiles are having two objectives when it comes to sales promotions. First, we are focusing on a transparent approach when it comes to campaigns. The customer should always be aware of his benefits and additional value. Secondly the benefits should lower to the running cost of the first three years of ownership. Consequently, we are offering for most of our cars during promotional activities 1-year free insurance, 3years/60000km service and free window tinting. Together with a very competitive price, this really is triggering the sales decision of a lot of customers, especially in comparison to our competitors.  

You have collaborations with many auto-related firms and their products. What makes them of additional interest to your customers?

The Galadari Automotive Group is beside Mazda the distributor of many other brands and products that all benefit to our customers. For example, our brand Ziebart is offering premium window tinting, paint protection, rust protection, detailing services to our customers. This will be offered during the sales process and can be integrated in the finance package. With our CoverMe Car shelters we are offering a unique solution to fully protect the car. Our own Galadari Rent a Car Company is providing short and long-term fleet solutions for individual, as well as corporate clients. There are many more synergies where our Mazda customers are benefiting from during the ownership cycle of the car. 
With a successful sales and revenue growth strategy, what is your narrative as Dubai hosts Expo 2020?

We in Galadari Automobiles are fully committed to support the government in successfully hosting the Expo 2020. With all of our brands we are having high growth aspirations and strong initiatives are in place to secure that customer experience at Galadari Automobiles is at highest level. Just recently we have opened our Customer Happiness Counter to support the unique and fantastic initiative from our government to be among the happiest countries in the world. Also we are working closely with the government authorities to provide best in class services to ensure that the state-of-the-art government support and services are working seamlessly.

Tell us something about your cutting-edge features while dealing with competitors - especially taking into consideration environmental/safety aspects?

Already all of our cars are labeled with the best fuel efficiency, which is providing our customers lower running cost. Just recently Mazda has announced "Sustainable Zoom-Zoom 2030," a new long-term vision for technology development that looks ahead to the year 2030. As part of the new technology to achieve this vision, the company disclosed plans to introduce a next-generation engine called SKYACTIV-X in 2019. SKYACTIV-X will be the world's first commercial gasoline engine to use compression ignition, in which the fuel-air mixture ignites spontaneously when compressed by the piston. This is a breakthrough technology, which will reduce consumption and CO2 emission significantly. Regarding safety - for example our new CX5 has been rated as one of the safest family cars drivers can buy as Euro NCAP has awarded the all-new Mazda CX-5 a maximum safety rating of five stars. People, who drive our cars, and those around them, are very important for Mazda. That is reflected in this outstanding five-star rating awarded by Euro NCAP. It's testament to the enhanced range of advanced safety technologies that make up our Proactive Safety philosophy and will help to support drivers.
For example "Advanced Smart City Brake Support" is a form of autonomous emergency braking. This actively helps the driver avoid a potential collision, or at least reduces the speed of impact and therefore the risk of injury. The system uses a forward-facing camera to watch the road ahead, and operates between 4 and 80km/h. It can automatically stop or reduce the speed of the car when there is a risk of colliding with a vehicle or pedestrian in front of the all-new Mazda CX-5.

 - mehkri@khaleejtimes.com

• Dubai