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19 April 2024

Dubai says 'I du'

By Rachel McArthur



One lucky UAE resident will drive away in a custom-built car, as part of du’s first anniversary celebrations at Global Village on Monday.


The action-packed affair will also feature live performances by Emirati hip-hop band, Desert Heat, and DJ Mo, along with other acts taking to the stage to entertain the visitors.


The Du Ryder car, which features the shell of a 1969 Ford Mustang integrated over a new 2008 Ford Mustang GT engine, is a one-off model created by customisation company, West Coast Customs (WCC).

Some of the highlights of the car include 22-inch custom WCC rims, a fabricated sound system in the boot of the car with a 22-inch LCD panel that rises automatically and a dash mounted seven-inch touch screen connected to a PC and a 80GB hard drive. The car is loaded with 2,000 songs, more than 100 music videos and several movies.


Rami El Malak, managing partner of West Coast Customs Middle East, told Emirates Business: “The project had a simple but challenging brief: to create a car that would be a one-of-a-kind in the world. The car needed to be technologically advanced, along with aesthetically pleasing and easy to use.”


When asked about the cost of building this state-of-the-art car, a representative of du refused to reveal the  figure. The firm’s promotion, which ended on February 15, allowed anybody using its mobile phone line to be eligible for the grand draw. More than 32 million entries were received.


Talking about the success of the promotion, Hala Badri, Vice-President of Corporate Communications at du, said: “The number of entries received has been phenomenal and it was clearly a huge hit with our users.”