UAE-based Liberty Automobiles, one of the largest General Motors dealers outside the United States, has aimed to increase its "brand value" by taking the two-wheeler brand Kawasaki under its wings in Dubai.
Liberty, which is already the authorised dealer in the UAE for the GM quiver of brands – Cadillac, Hummer, Chevrolet and Opel – chose the Liberty Building in Al Garhoud to open its first dedicated Kawasaki lifestyle showroom in the emirate.
Kawasaki, an iconic name in the motorcycling world, is one of the Japan's "big four" brands of two-wheelers. The other three – Suzuki, Honda and Yamaha – already have a presence in the country and the entry of Kawasaki is expected to increase the heat in the segment.
Kawasaki is a brand known for technical innovations – such as the world's first keyless ignition system in a motorcycle in its Concours 14 model – and for building the Ninja series of performance bikes, which has on and of traded the record for the world's fastest motorcycles with other Japanese marques.
In the showroom, covering an area of 5,500 square foot, Kawasaki is seeking to enhance its sporty image with a complete range of branded lifestyle accessories, such as riding gear, helmets and apparel, apart from Quad bikes and ATVs.
Sheikh Khalid bin Abdul Aziz Al Qasimi, Chairman of Liberty Investment Company, the holding company of the group, said: "We aim to open our third showroom in Al Ain before year-end and have a footprint in all the emirates in the next two years by leveraging our experience in marketing some of the biggest brands."
Jim Drane, General Manager of Liberty's Motorcycles division, said: "We expect to sell up to 350 bikes and quads before the end of this year, over and above the 100 already sold prior to the official opening of the showroom, which is not surprising, as outdoor leisure is inherent in the UAE lifestyle."