Polaris opens world's biggest facility in Abu Dhabi

The North American company, which last year sold an impressive 1,300 models in the Emirates, including Victory motorcycles, is looking to build on its phenomenal popularity by offering customers in the capital a one-stop shop for sales and servicing for the very first time.

One of the world's best-selling manufacturers of off-road vehicles, with 2011 sales of $2.7bn, Polaris markets a range of models in the UAE. These include Ranger Side x Sides (SxS) - in particular the high performance RZR models, which are segment leaders in the Emirates - as well as All-Terrain Vehicles (ATVs) and motorcycles (Victory).

Polaris off-roaders now form an integral part of contemporary Emirati desert life. With an estimated 75% market share in the UAE, Polaris RZRs, Rangers and ATVs can be seen in large numbers every weekend tackling the challenging desert terrain that covers much of the country.

The new Polaris facility in Mussafah, Abu Dhabi, incorporates two separate showrooms to display the off-road models and Victory motorcycles, as well as a cutting-edge service and maintenance facility and fully-equipped workshop with 102 bays. Covering some 3,591 sqm, the new dealership is a hub for Polaris owners and potential customers across the emirate. Visitors will also find a selection of Pure Polaris apparel to choose from.

The facility will allow customers to make the most of the wide range of customisation options on offer. On average, buyers of Polaris Sport SxS models in the UAE can spend over Dhs100,000 on their new machines, with the most popular accessories being LED lights, roofs, bucket seats and windshields.

The VIP launch event was hosted by His Excellency Abdulla Al Masaood, Chairman of the Al Masaood Group, which manages Specialized Sports Equipment, owner of the Polaris franchise in the UAE, as well as Bennett Morgan, President and COO for Polaris Industries. Also present were Humaid Al Masaood and Khalifa Al Masaood of the Al Masaood Group.

Speaking at the inauguration, His Excellency Abdulla Al Masaood said: "By opening the world's biggest Polaris facility in Abu Dhabi, we are making a clear statement about our commitment to the brand and to our customers, the vast majority of whom are Emiratis. This new facility also reflects our confidence in Abu Dhabi, which has undergone such remarkable development over recent years, leading to an ever higher demand for premium products and services."

"The UAE and Middle East is an extremely important region for Polaris," said Bennett Morgan. "When it comes to having fun in the desert, then nothing beats our RZRs, Rangers and ATVs, which can take on terrain that even the most rugged of 4x4s would struggle with. Quick, safe, easy to transport and inexpensive to run, it's no surprise that Polaris vehicles are a feature in so many Emirati households."

Ranger and RZR SxS models are the leading side-by-side off-road vehicles in the world. The RZR is the ultimate terrain-dominating vehicle and massively popular in the UAE. The RZR series includes models like the world's first performance 4-seater RZR-4, the RZR-S with long-travel suspension, and the latest high performance RZR XP and RZR XP models, which boast a 900cc/88 hp engine. With models as diverse as the 6-seater Ranger Crew, the electric-powered Ranger EV and the youth RZR 170, Polaris Rangers are particularly ideal for any work requirements.

Polaris ATVs are renowned as the "world's toughest", with a product line-up that covers segments such as Youth, Sport, Utility and Trail. Polaris ATVs are also acclaimed for their strength, dependability, innovation and cutting-edge technology. From the world's fastest accelerating sports quads (Polaris Outlaw) to the world's first off-road machine with Electronic Power Steering (Polaris Sportsman EPS), Polaris machines are as advanced as they are tough.

Victory Motorcycles was launched by Polaris in 1998 as the first new major American motorcycle in decades. Head-turning style, powerful 106 cubic inch engines and a range of customized motorcycles by the legendary Arlen, Cory and Zach are the hallmarks of Victory.

With showrooms in Abu Dhabi, Al Ain, Dubai and Bada Zayed, Polaris is represented in the UAE by Specialized Sports Equipment (SSE), which was established in 1998 and belongs to the Al Masaood Group, owned by His Excellency Abdulla Al Masaood. SSE is also the exclusive Polaris and Victory distributor in Lebanon, Oman, Qatar, Bahrain and the Kingdom of Saudi Arabia, making the Abu Dhabi-based company one of the largest international Polaris dealers in the world.