Luxury Limousine Company outlines Middle East expansion

Prime Limousine, a luxury limousine company in the UAE, has outlined plans to open an office in Abu Dhabi in the New Year as the first step in a regional network expansion.

The move is part of an expansionist strategy which also involves investing Dhs20 million in more than doubling its fleet of luxury Cadillac Escalades, Mercedes S Class and Cadillac stretch limousines within three years.

"The UAE capital is our first target in a strategy of taking our brand out throughout the region," said Ali Al Hussaini, Manager, of Dubai-headquartered Prime Limousine, part of the emirate's diversified Liberty Investment Group.

The plans of the 14 month old company, which claims to have raised the benchmark in luxury limousine services throughout the country, were unveiled at the headline 'Leaders In Dubai' leadership summit for which it is an official supporter.

"We have backed this event because it is ideally fits our positioning of being unique and a leader in its field," said Al Hussaini.

Prime Limousine has handled all the transportation requirements for the 'Leaders In Dubai' speakers, including former New York Mayor, Rudolph Giuliani, and the event's corporate ambassadors.

"The audience also fits our target clientele being corporate leaders in their own right," added Hussaini.

Prime Limousine says its entry into the market has met with tremendous success with the company now recording month on month booking growth of 35%.

"We have achieved this by differentiating our product from more than just a vehicle and a driver," said Al Hussaini. "We focus on luxury and the personal touch. We have taken the concept of first-class travel and a five-star hotel and replicated it in a limousine."

All 18 vehicles in the company's fleet are customised to Prime Limousine's specifications and include fire extinguishers, first aid kits, mobile phones, fridges and DVDs with screens.

"We also have personalised our chauffer service with clients being met and offered fresh towels, English and Arabic business magazines and onboard refreshments as standard," explained Hussaini.

Training, he said, is key to the Prime Limousine culture, with chauffeurs undergoing a six week training programme of road network knowledge and in-house customer relationship training, covering grooming, cabin-crew-style conduct and client confidentiality.

External training covers a first-aid course endorsed by the St. John's Ambulance Brigade of the UK and a four-day Dubai knowledge course run by the Department of Tourism, Commerce Marketing, Government of Dubai, which virtually certifies chauffeurs as tourist guides.

A two-day external security awareness programme is also mandatory for all the company's chauffeurs.

"Our chauffeurs are a cross between a butler, concierge, medical assistant and security officer," said Al Hussaini. "We have raised the bar on services taking them well beyond the traditional simple provision of just a car and a driver."