The GM of Euro Motors, talks sustainability and his love for one particular brand.

You have been with Euro Motors since 2017. What prompted you to make a move from the UK to Bahrain?
I first visited the region in early 2004 and was very impressed at the energy and growth potential in the automotive industry. Over the next 10 years, I monitored the industry in the region and came very close to taking a role at Mercedes-Benz in Bahrain, but my heart has always been with the BMW Brand. In 2017, the opportunity arose, and I successfully secured the position of General Manager at Euro Motors.

Recent years have presented a double challenge for the motors industry with Covid-19 and the ever-increasing push towards sustainability. How has Euro Motors, and the various brands it represents, dealt with these issues?
In business, there are always challenges, no matter what sector you are operating in, and Covid-19 was one of them. Covid-19 presented some unique challenges that affected all areas of our operation. We acted swiftly to ensure the safety of our staff and customers. We monitored our business daily, ensuring we always followed the Government’s advice. Swift action and the ability to adapt our business operations has seen Euro Motors through this uncertain period; we remain vigilant to the ongoing challenges of Covid–19. In addition, sustainability has been a critical topic for the automotive sector for several years. Our brand partners invest large sums to ensure their products are at the forefront of technology and sustainability. The use of recyclable materials has increased considerably in the premium sector with lightweight alloys and natural elements, such as wood and fibers, being used in production. BMW Group factories have worked hard to reduce their carbon footprint by producing their power from renewable sources.

Moving forward, how do you see the use of greener technology affecting motoring in a region famed for its love of premium brands and, particularly, gas guzzling SUVs? For example, many big manufacturers are coming up with fully-electric or hybrid models but, thus far, there is little infrastructure, certainly in Bahrain, to support these. What do you believe needs to happen to get sustainability in motoring further up the agenda?
I get asked this question a lot and, unfortunately, there is no simple answer. Still, education regarding features and benefits to the consumer is critical for Euro Motors and our brands. First, the consumer needs a compelling reason to invest in the new technology due to the increased cost of purchasing a Battery Electric vehicle (BEV) vs Internal Combustion Engine (ICE) model. Exemptions on Import Duty and VAT or a subsidy as part of a Greener Cleaner Strategy could support the cultural change of drivers in Bahrain. In addition, the latest generation of BEV represents a significant advancement in technology. They can use the newest generation batteries and intelligent charging software to travel further on a single charge. This is a considerable advantage for a driver in Bahrain due to the size of the Kingdom’s road network. It should also be noted that there is a perception that BEVs are not fun to drive. I can assure you this is not the case. I recently had the opportunity to drive the BMW i4 M50 and the iX50 models, which we hope to bring to Bahrain in 2022. These cars are amazing to drive and full of the latest technology.

You are involved with all the brands under the dealership. If you had to choose, which would be your favourite and why?
BMW, of course. I first became involved with the brand in 1985, and it has been a passion of mine ever since. Why? A tough decision as Ferrari and Maserati are iconic brands and exciting to be around daily. Rolls-Royce is my guilty pleasure; such a unique brand, with Goodwood being one of my favourite places to visit. My father worked for British Leyland in the UK, which produced JLR vehicles when I was a boy and I have fond memories of this brand too. BMW, however, has it all: heritage, design, technology, performance and consistency. A car for everyone.

With four years on the island under your belt, what are your favourite things about Bahrain and the one thing you would tell visitors they must-see?
Well, the Kingdom of Bahrain is such a safe place with many favourite things, but I think the cultural diversity of the Kingdom and the friendly nature of everybody you meet is infectious. There is also fantastic, accessible history in Bahrain, and I love getting out to the souqs of Manama and Muharraq and seeing the old buildings and culture. Moreover, I love Friday rides out in the desert and the oil fields to see what makes Bahrain tick, and I love to visit Bahrain International Circuit. ✤