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MENAFN - Khaleej Times - 06/04/2014
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(MENAFN - Khaleej Times) 26 most expensive luxury brand cars showcased at at the dubai international financial centre

If you visited dubai’s latest luxury motor show at the wrong — or right — time you could be forgiven for thinking the dubai emergency services’ finest fire engines were also up for grabs.

Luxury brand cars on show at the motor village. -kt photos by amanda fisher

The inaugural five-day motor village kicked off at the dubai international financial centre (difc) last week amid much pr-generated hype but it was an unanticipated interlude that generated the biggest talking point.

On tuesday afternoon as things were heating up on the third day of the show unexpected guests dropped by to — momentarily — pour cold water on the proceedings. a scheduled afternoon fire drill necessitated the clearance of all those clustered in the heart of the financial district leaving multi-million dirham luxury cars unmanned — much to the distress of a young porsche sales representative. “i was like ‘there’s half a million dirhams (here) i cannot leave’.”

People were allowed to return to the venue after about half an hour.

The show saw 26 most-expensive luxury brand cars including a dh2.35 million rolls royce drophead interspersed around the many office blocks cafes and art galleries of difc.

Ranna mokhtarzadeh head of sales for motorsouq — which organised the event — said the fire drill was part of difc’s health and safety measures and just happened to coincide with the motor village. “apparently this area (where the cars were) was absolutely packed after that which is always a good thing.”

A saleswoman at the show said while monday had been slower than the first two days there had been many people registering their interest in the cars on show and taking them for test drives even if there had been no sales as yet.

“after the event you can evaluate how many leads were collected and from those leads how many are real prospects.”

She said she liked the novel approach of motor village in bringing the car showroom to the customers.

“i think it’s a good idea to be here...the people working here don’t have time to go to a showroom often so it makes their lives easier.”

While she said it would lose its novelty to have such a showroom on display year round it would be an interesting idea to have the show rotating around different locations in dubai.

However the logistics of such a travelling motor show means it would not be for the faint-hearted as mokhtarzadeh explained just to get the high-priced vehicles into difc required ingenuity – and daring. “cranes have been lifting the cars up from ground level up over balconies...logistically it’s been quite a challenge a bit nerve-wracking.”

“the dh2.35 million rolls was dangling above my head...and i thought if that is going to fall on me i’m going to die in a 2.35 million crush – a good way to go” she said.

The event had been so successful mokhtarzadeh said she anticipated motor village would become a yearly event while the next step was to replicate the show in abu dhabi.

“the whole thing we do is taking the product to the people.”



Khaleej Times

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