Trading Enterprises opens new Sheikh Zayed Road Chrysler, Jeep and Dodge showroom

The 800 sq. m. Chrysler, Jeep and Dodge showroom has been strategically located to add convenience for Trading Enterprise customers. Aimed at providing a unique customer experience the location is ideally suited for Jumeriah, Al Barsha and Emirates Lakes, Hills and Marina developments. In addition it provides a convenient point for those that live and work in the Jebel Ali area.

The showroom was officially opened by Mr. Omar Abdulah Al Futtaim, CEO of the Al Futtaim Group, and Mr. Per V. Rasmussen, President and CEO, DaimlerChrysler Middle East.

"As official agents for Chrysler, Jeep and Dodge, we strongly believe that we must add value to the brand," said Christopher Preston, Managing Director, Trading Enterprises. "We have a long tradition of outstanding commitment to our customers and feel that this new showroom is another step in reaching even higher levels of service. The new showroom is also the result of working closely with the manufacturer and I would like to thank DaimlerChrysler Middle East for its support.

"This showroom, we believe, is unique to the UAE in providing individual lifestyle areas for each of the brands. The displays and materials have been uniquely designed to reflect each of the Chrysler, Jeep and Dodge brands.

"We have also included a customer internet and coffee lounge with freshly ground coffee and cold drinks to ensure our customers and visitors can relax whilst considering their purchase. We have also done away with traditional sales desks in favour of a more relaxed environment to increase our customer satisfaction and put them at ease. I can only recommend a visit to see for yourself this new lifestyle experience."

Preston added that Trading Enterprises hopes to see a rapid return on investment in the new purpose-built showroom that adds to the list of Chrysler, Jeep and Dodge showrooms in Dubai, Sharjah, Ajman, Ras Al Khaimah, Umm Al Quwain, Fujairah, Abu Dhabi and Al Ain.

"Although the UAE automotive market remains tough, we are still maintaining our sales targets thanks to having the youngest model range in any showroom in the Middle East and with new exciting models arriving towards the end of the year, we are confident of beating last year's figures," said Preston.

"We are particularly pleased with the sales success of the powerful seven-seater Dodge Durango which has shown a 55% year-on-year increase over sales in 2001. We see this as recognition of the vehicle's outstanding value for money in its segment together with unmatched carrying capacity and power."

Mr. Rasmussen said the launch of a new Chrysler, Jeep and Dodge showroom is always a special occasion for DaimlerChrysler.

"It takes courage, particularly in what is increasingly a flat market in the region, to invest in new premises." He added. "Therefore, I would like to thank Al Futtaim for their vision in opening these new Chrysler, Jeep and Dodge premises - one of the finest showrooms I have seen in the Gulf and indeed worldwide.

"Trading Enterprises is consistently one of our best performers in the Middle East. It regularly hits its monthly sales targets and has continued to do so in some difficult trading conditions over the last few months. This is a tribute not only to the management, but also to a strong and well-trained sales force which has the knowledge to sell what is an exciting range of cars and off-road vehicles."


Mr. Rasmussen declared that many people knew that the Chrysler Group had suffered over the last few years. He added that the corner had been turned and DaimlerChrysler were able to report a profit for the group in the first quarter and that it would do better than break even at the end of the year.

"The future of the Chrysler Group now looks bright and this is in no measure down to vehicles that are reaching new standards in quality and innovation and, therefore, attracting new buyers.

"The Chrysler Group recently posted a 10% year-on-year gain in overall quality in the latest J.D. Power and Associates 2002 Initial Quality Study. The results mean the company has achieved a 26% gain over the last five years."

Within the Chrysler Group, the company's award-winning Voyager minivan, the Middle East's 'Minivan of the Year' for the last five years, achieved a gain of nearly 25 per cent from last year's ranking beating all traditional manufacturers including Honda according to the study which ranks new vehicles based on the first 90 days of ownership.

The study also showed double-digit gains in overall quality for the new Jeep Cherokee. Based on problems per 100, which is how the J.D. Power study determines rankings, the Cherokee posted a 15% reduction from the previous models.

"There's never been a better time to buy a new Chrysler, Jeep or Dodge vehicle," concluded Rasmussen. "Now with the opening of these wonderful new premises, there's never been a better place to buy."