With an illustrious career spanning more than 25 years, the Chief Executive Officer of Automotive Companies (National Motor Company, Tasheelat Automotive Company and Tasheelat Car Leasing), talks about the Bahrain market, brand strategy and his first car.

With over two decades in the GCC automotive scene, what would you say sets this market apart from others?
The GCC market is unique in several ways, starting with its deep appreciation for automobiles, not just as a necessity but often as a lifestyle statement. What truly sets it apart is the blend of high customer expectations, rapid adoption of global trends and the willingness to embrace innovation, especially in digitalisation and mobility solutions. Moreover, the region’s dynamic demographics, including young, tech-savvy populations alongside long-standing brand-loyal customers, create a dual challenge and opportunity for automotive leaders. The pace of change here is exciting and it constantly pushes us to evolve and stay ahead of the curve.

As CEO of a group handling a wide range of brand dealerships, such as General Motors, Honda, GWM and GAC, how do you approach balancing global standards with local customer expectations?
Balancing global brand values with local expectations requires both discipline and empathy. Every brand we represent comes with its own DNA, but it is our responsibility to translate that DNA in a way that speaks to the local consumer. This means aligning showroom experiences, aftersales service and even marketing tone to match local culture, while still upholding the brand’s international standards. We also maintain close partnerships with our OEMs (Original Equipment Manufacturer) to ensure a feedback loop, bringing local insights back to them and adapting their global strategies to fit our unique market realities. Flexibility and customer focus are key.

Bahrain is a smaller market compared to others in the region. What advantages or challenges does that present from a leadership and growth perspective?
Bahrain’s size is often its strength. The market is compact, agile and deeply connected, which allows for faster decision-making and implementation. Customer feedback loops are shorter, which helps us react quickly and build strong brand loyalty. However, the challenge lies in scale. Volume targets, economies of scale and resources must be managed smartly. That is where innovation and efficiency become critical. It is about doing more with less, being highly customer-focussed and fostering strong community relationships. For leaders, Bahrain teaches you precision, adaptability and long-term thinking.

What was your very first car, and if you could drive any car in the world for a week, what would it be?
My first car was an Opel Corsa, and it holds a special place in my early professional journey. As for what I would like to drive for a week, I truly value experiencing the full range of vehicles we represent in our group. Each brand offers something unique and I believe it is important to stay connected to what our customers are experiencing on the road. I also have a keen interest in emerging technologies and new energy vehicles. The future of mobility is electric, connected and increasingly intelligent, so I make it a point to stay hands-on with those developments whenever possible.

When you’re not thinking about cars or strategy, how do you unwind?
I believe strongly in the importance of maintaining a healthy lifestyle. Regular exercise and staying physically active are my main ways to unwind. They help me stay mentally balanced and bring clarity to my business thinking. I consider wellness and discipline in daily routines essential for sustaining high performance, both personally and professionally. It’s about staying sharp, focussed and energised. ✤