Alfa Romeo's New Showroom in Abu Dhabi

Yalla Deals was invited to the launch of Alfa Romeo's new showroom in Abu Dhabi, and you can watch our full coverage here. I had the pleasure of attending the opulent event, which covered the following: 

• World's first-ever Alfa Romeo Racing Academy set to deliver outstanding experiences to motor enthusiasts

• Alfa Romeo showroom located in the heart of Abu Dhabi's Yas Island - the regional home to Formula One

• The unveiling of the brand-new Alfa Romeo Tonale

The grand opening was full of pleasant surprises, including a DJ, catchy music, Italian food and beverages, a unique Italian colorful experience (where everything was red thanks to the lights), lasers guarding the entrance (I felt like I was in a Mission Impossible movie), and more.

I appreciated the information displayed which gave you a brief history of the brand. Alfa Romeo started in 1910 when Cavalier Ugo Stella acquired the shares of Societa Italiana Automobili Darraq, the Italian plant of a French car maker. The first plant was at number 95 Strada del Portello in the north-west outskirts of Milan and the company was called "Anonima Lombarda Fabbrica Automobili". This is why Alfa Romeo has the acronym A.L.F.A, which stands for Lomabard Automobile Factory Public Company.

To celebrate the momentous opening, distinguished guests in attendance included Shehab Gargash, MD & Group CEO of Gargash Group, Jean-Philippe Imparato, Global Brand CEO of Alfa Romeo, Saif Al Noaimi, CEO of Abu Dhabi Motorsports Management and other senior members from the Gargash and Alfa Romeo teams.

Gargash Group is one of the UAE's largest distributors of luxury performance-oriented cars. The opening of a new standalone Alfa Romeo showroom in Yas Island, Abu Dhabi, is in line with Gargash Group's strategy to expand its market presence and meet the burgeoning demand for automobiles in the region. The opulent opening was marked by the unveiling of the new showroom and the launch of the world's first Alfa Romeo Racing Academy.

Speaking at the opening, Shehab Gargash said: "As Alfa Romeo's official partner in the UAE, we have worked hard over the years to build a robust presence for the brand in the region. And we stand proud today expressing our willingness to continue to grow our brand and business by delivering yet another spectacular showroom and service center in Abu Dhabi.

He added: "At Gargash Group, we strive to create new spaces that can deliver a vibrant and premium retail experience, and with this new opening, we're keen to build on our reputation and serve a market that is looking for great customer experience and high-quality automobiles."

Jean-Philippe Imparto, Brand Chief Executive Officer of Alfa Romeo, said: "I am more than pleased to be with you; I am delighted. What a pleasure to speak about Alpha Romeo in your country. That's fantastic for me. You know, when I define Alfa Romeo to my friends, my customers, my partner,  I use three words:

1- Alfa Romeo is Italy 

2- Alfa Romeo is sportiness (Formula One, Motorsport, that is Alfa Romeo)

3- Alfa Romeo is red 

Three keywords. If somebody tells you: What is Alfa Romeo? Alfa Romeo is Italy, sportiness, red. And I am proud of that. And I would like to add something: Alfa Romeo is a tribe." 

I was impressed by how Jean summarized the essence of his company's brand in three memorable keywords! 

Saif Al Noaimi, CEO of Abu Dhabi Motorsports Management, said: "What more fitting venue to celebrate Alfa Romeo's rich racing and automotive heritage than the surrounds of Yas Marina Circuit – the Meeting Place of Champions. As we look forward to the season finale of the 2022 Formula 1 calendar, we are delighted to be welcoming this innovative brand and its proud motorsport history to Yas Island."

The distinguished guests deactivated the red lasers by pressing all four red buttons and welcomed the crowd to enter the brand-new showroom. We were dazzled by the smoke and music; you could hear relaxing violin music playing, whereas smoke and haze machines produced an impressive visual effect with a dramatic feel. 

I managed to look around and spotted a modern golden Alfa Romeo Guilia standing next to a red vintage one. I appreciated the stark contrast between generations; Alfa Romeo has come a long way. 

Walking further toward the source of the violin music behind the crowd, I spotted a talented violinist standing in front of what seemed to be the mysterious Alfa Romeo Tonale. It was now time to unveil the new car. 

The red-clad ladies took off the sheets and revealed the Tonale in green. I had mixed feelings about the car; it had sexy curves with a modern spin but felt small since it was in the category of "subcompact luxury crossovers." 

As seen from the sketches outside, you can tell that the sporty vehicle has Alfa Romeo DNA by its signature sharp-nosed face. The interior had circular air vents, a 12.3-inch digital gauge, and a three-spoke steering wheel. The seats felt premium, the interior stylish, and the cabin quality excellent. 

Alfa Romeo Showroom 

Covering approximately 3000 sq ft, the new Alfa Romeo showroom will offer a full range of Alfa Romeo cars for sale, including the full complement of models from the Giulia, Stelvio, and Quadrifoglio range.

Visitors can immerse themselves in the rich history of Alfa Romeo, and customers can also access exclusive experiences, book test drives, and purchase branded accessories at the venue. I loved the racing helmets and gear. You can also see buy merchandise in the showroom. 

Gargash Group Press Release: 

World's First Alfa Romeo Racing Academy

Gargash Group, in partnership with ADMM, has unveiled the first-ever Alfa Romeo Racing Academy in Abu Dhabi. Curated to give racing enthusiasts a platform to nurture their interests and to be part of the world of racing, the center will offer guests the chance to take the Alfa Romeo Quadrifoglio for a spin on the racetrack along with the opportunity to obtain a racing license. Boasting a fierce beast under the hood, the 2.9L V6 bi-turbo engine and 510 BHP Horsepower designed to fit the epic twists and turns of the Formula One track will deliver a thrill like no other.

Gargash Group

Since 1918, the Gargash Group of Companies has established itself as a leading business enterprise with a portfolio diversifying into automotive, real estate, and investments. Gargash successfully introduced leading global automotive brands into the UAE, such as Mercedes-Benz, Alfa Romeo, GAC MOTOR, SIXT Rent a Car, and presented an industrial line of lubricants, construction equipment & power systems. The group's investment sector operating since 1998, provides financial services, while the developing real estate sector offers its valued clients expert residential, commercial, and industrial property management assistance.

ADMM

Abu Dhabi Motorsports Management (ADMM), with its head office at Yas Marina Circuit, Yas Island, has created unique, world-class experiences across Abu Dhabi since 2009. ADMM has promoted and delivered globally significant events, the Formula 1 Etihad Airways Grand Prix, alongside over 400 events across motorsports, health and fitness, entertainment, and major corporate conferences a year. The company also delivers a significant program of motorsport retail experiences for business and consumer audiences at Yas Marina Circuit across the year. This combined experience means that ADMM has a region-leading team with expertise in event marketing, communications, promotions, and project management.

Such talent firmly positions ADMM as a leader in sports management. The company is now seeking to diversify into activities and strategic ventures beyond Yas Marina Circuit to build towards a broader long-term vision aligned with its partners and stakeholders in Abu Dhabi.