Timeframe: How Mercedes and BMW became part of the UAE’s growth story

Long before today’s luxury-lined roads, their journeys mirror the nation’s own transformation

The Emirates Motor Company showroom in Abu Dhabi in 1962. Abu Dhabi had no streets and very few cars when the company started selling Mercedes-Benz cars. Photo: EMC

In 1985, Abu Dhabi's first BMW showroom and workshop opened in Umm Al Nar. Founded by Sheikh Mohammed Bin Butti Al Hamid, Abu Dhabi Motors, which is celebrating its 40 years this year, began with a modest 24 employees, bringing the popular German manufacturer and its range of car brands to the UAE capital and Al Ain.

“The 1980s were filled with unforgettable memories and milestones,” Syed Faiz Karim, the chief executive of Abu Dhabi Motors tells The National. “Abu Dhabi was just beginning its transformation, and there was a real sense of excitement in the air. Every new BMW model arrival felt like an event – we’d gather around the car for a first look, joined by customers who often brought their families to share the moment.

“There was no internet, no social media – just pure word of mouth. As soon as a new model launched, orders would pour in – sometimes for multiple colours – simply because owning a BMW in the emirate was something entirely new and special.”

Abu Dhabi Motors, the first BMW dealer in UAE capital, opened its first showroom in 1985. Photo: Abu Dhabi Motors

Abu Dhabi Motors wasn't the first BMW showroom in the UAE, though. That honour goes to Arabian Gulf Mechanical Centre, which opened in Sharjah in 1976 and later expanded to Dubai.

However, it was another German car brand, Mercedes, that made inroads into the UAE first. Abu Dhabi businessman Abdul Jalil Al Fahim opened a dealership in 1962, even before the Emirates was formally formed.

“Abu Dhabi, at that time, had nothing – no roads, nothing. There was no sense in bringing cars here at that time,” Al Fahim's son Saeed Abdul Jalil Al Fahim, previously told The National. “But my father was a good friend of UAE Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, and they shared a vision for Abu Dhabi.

“They envisioned that Abu Dhabi will develop, will change. And Sheikh Zayed emphasised on my father, who was a trader, 'why don't you start something?' And, he didn't know what to start.

“Then a gentleman from Mercedes was travelling around the Gulf and he was looking for representatives. He met my father, and my father didn't know what a Mercedes was then. I mean, there was no luxury service here for a Mercedes, and no roads here. But my father said, 'why not?' So he signed up for him and prepared for the future.”

Al Fahim's dealership came to be called Emirates Motor Company, and is still today the only dealer of Mercedes-Benz vehicles in Abu Dhabi and Al Ain.

The Emirates Motor Company showroom in Abu Dhabi in 1980. Photo: EMC

One of Mercedes' biggest fans was Sheikh Zayed himself, who was often seen around the towns and dunes in one of his many Mercedes cars. “In 1968, Sheikh Zayed bought the largest order of Mercedes in the history of the Pullman [the limousine version] for courtesy cars to receive dignitaries and for himself to drive around in,” Saeed Abdul Jalil Al Fahim said.

“But those cars were a car for a pope or a king, for special occasions. Mercedes was surprised, and they were wondering 'where is this Abu Dhabi?' for 12 cars in a year.”

For BMW, the most popular car in the 1980s and early 1990s was the BMW 3 series, says Karim.

“For those who truly wanted to experience what BMW was all about, the 3 Series was the natural choice – combining everyday usability with the thrill of the drive.”

Abu Dhabi Motors, the first BMW dealer in UAE capital, opened its first showroom in 1985. Photo: Abu Dhabi Motors

Technological advancements and faster logistics have completely changed the game when it comes to repairs as well as the arrival of the latest models.

“In the 1980s, repairs relied heavily on the skill and hands-on work of our technicians. Parts were ordered from Germany, which meant repair times were longer due to shipping,” says Karim. “Today, advanced digital diagnostics allow us to identify issues quickly and get parts delivered sooner. So repairs that once took weeks can now be done in days.”

In 2012, Abu Dhabi Motors made global headlines by opening the largest BMW showroom in the world, located in Umm Al Nar. Spread across 35,000 square metres, the showroom features dedicated sales areas for of BMW's car brands, a shopping and boutique area, a cafe and a private cinema that hosts new vehicle presentations.

Both Abu Dhabi Motors and Emirates Motor Company have since expanded far beyond their original showrooms, growing into full-service automotive networks – their histories inseparable from how the Emirates itself has transformed over the past four decades.