General Manager of Fast Auto Technic, the exclusive Ferrari dealer in Saudi Arabia

Fast Auto Technic (FAST) in Saudi Arabia, announced the appointment of Mr. Fathi Alam as its new General Manager.  Mr. Allam bringing with him more than 25 years of experience in senior  positions with Samaco in Saudi Arabia, Kuwait  and U.A.E., including eight years as VW Group Regional Manager in the Middle East. By taking this new appointment, Alam would represent both Ferrari and Maserati brands in Saudi Arabia.

In recognition of the importance of Saudi Arabia and its strategic role in the region, Fast Auto Technic (FAST) took this strategic decision in view of his extensive experience in the automotive sector, as well as for the development of the company's both luxuries brands Ferrari and Maserati. In collaboration with the marketing team of the company, Allam will put together functional and marketing plans aiming at maintaining the importance of the brands, offering stunning products, and application of international standards for growth in sales and after sales services.

On this occasion, and further to the launch of the new Ferrari GTC4Lusso, we met Mr. Fathy Allam to talk about the ambitions and challenges pertaining to Ferrari after a busy year of Ferrari-related activities in the Kingdom.

At the beginning, congratulations for your appointment as General Manager for the company in Saudi Arabia, would you please comment on this appointment?

Thank you, this means that I am facing great challenges.  I believe that my experience and practice in this field will support me a lot to achieve the aspirations, hopes and confidence placed in the company owners, particularly my successful experience with them, which was also a reason for joining the company.

What about Ferrari?

As you know, Ferrari has a deeply-rooted history both in production of super sport cars and its remarkable results in Formula 1 (F1) races, and this reputation had a positive impact in the Kingdom. Such good reputation, as well, applies to the strategic plans which are very precise because Ferrari clients are not like any other clients.

Ferrari has a long history, so I am not going to comment on the excellent sales results, it's been ten years since our sales on the rise, and the demand is growing year after year. Ferrari offers us new models every year, and this year it was typical for us as dealers, and to Ferrari as manufacturer. This year we launched many very important models, including 488SPIDER and the GTC4LUSSO, that puts us in front of great challenges, which we are ready to meet. We have managed to the customer who wants to own a Ferrari, and we managed to achieve high sale figures. Everyone knows that these cars are very limited production; however we try to meet the demands of our customers in cooperation with the manufacturer

You have achieved amazing sale results, what is your comment on such great results?

Good results do not come out of the blue; there are strategic plans, various supporting teams and our customers' trust, in addition to the large investments, especially that we will open the Ferrari sales center in Riyadh, which considers the largest Ferrari showroom in the Middle East, and expected to open in the first quarter of the next year.

What programs do you have for your clients?

We always invite Ferrari cars owners to visit our factory in Maranello to be acquainted of all new Ferrari models and technologies. These invitations enhance customer loyalty and strengthen our mutual relationship.

Do you have other programs to promote such loyalty?

We have several different programs in cooperation with Ferrari challenge, including Ferrari challenge series for those interested in F1 world. Ferrari challenge is a highly sophisticated training course under the supervision of F1 professional drivers and experts who have previous experience in F1 races and then carry it to customers, as we invite our customers to the Ferrari tracks in Italy to learn the professional driving.

How Ferrari client is special to you?

It's easy; Ferrari always devotes limited number of cars called tailor-made models, which Clients make their personalization choices on site in Maranello where they are flanked by a personal designer who will assist them in creating their bespoke Ferrari right down to the tiniest detail. This will encompass everything from livery colors to cabin trims, finishes and accessories of which there is an unprecedented selection of materials, treatments and hues. Classica, Scuderia and Indeta are the three personalization categories to choose from when building your Tailor Made Dream Ferrari. Each personalization, having its own unique characteristics. Last  year, we revealed Ferrari FF De Luna (the moon stone) exclusively for the Saudi market. This model represents the strongest expression of individual customization for Ferrari owners who are fans of distinctiveness. Other limited editions such as the F12 TDF, and the infamous La Ferrari which not any Ferrari owner can obtain. Ferrari is very selective with their clients, and if a Ferrari owners wishes to purchase a limited edition, that client must meet certain criteria’s. Exclusivity and luxury at its finest. Not only that, there are many other exclusive services that we offer to our clients, including accredited second hand cars, (Ferrari Approved), comprehensive periodical maintenance services and many.

Amid the fierce competition in the Saudi market luxury cars segment, what is your strategy to get bigger market share?

There is no doubt that there is a strong competition in some segments, while in other segments we don't have competitors. Our direct competition is to satisfy our clients' demands, we achieve our goals when we meet the needs of our clients, which is one of the most important strategic plans that we follow for Ferrari brand. As everyone knows that these cars are very limited production, however, we try to meet the demands of our customers in cooperation with the manufacturer.

How do you assess these brands compared with other international brands the Saudi market?

We are fully convinced that the brands that we represent are of highest level of sophistication and technical evolution. We are proud for representing these highly regarded brands. There are a lot of competing brands, we're not car makers, we sell through our exclusive dealerships,  and therefore we try to present ourselves to our clients and not to assess or compare ourselves with competitors, but, in short,  we respect and appreciate all our competitors and wish them all the best and success

Tell us about your intention to launch a new maintenance center for Ferrari?

Recently we have opened a new service centre in Riyadh. The new center is boasts 24 hydraulic lifts and equipped with the latest equipment and means of service and capable to offer high standards service for Ferrari clients. To further enhance the customer experience, we have added "quick service" lounge to the reception area, which is equipped with various entertainment and high speed Internet connection to ensure that the client is in touch with his work, as well as be able to spend a quality time waiting for completion of his car maintenance.

The new centre is staffed with highly skilled professionals to ensure the best quality of services to its customers. The center also has a special section for servicing Ferrari in ultra privacy. In addition to these remarkable services, we rise the vehicle warranty period to 7 years and this is certainly an added value to our customers.

I do remember that achieving sales targets a few years ago was a difficult matter, unlike today, what has changed exactly?

Lifestyle has changed, marketing plans evolved, investments increased and therefore it is not a matter of achieving the goals the easy of hard way. Whoever puts appropriate plans to reach his goals must achieve them, but this is not easy without more deliberate plans and strategies