"The UAE capital is our first target in a strategy of taking our brand out throughout the region," said Ali Al Hussaini, Manager, of Dubai-headquartered Prime Limousine, part of the emirate's diversified Liberty Investment Group.
The plans of the 14-month-old company, which claims to have raised the benchmark in luxury limousine services throughout the country, were unveiled at the headline 'Leaders In Dubai' leadership summit for which it is an official supporter.
"We have backed this event because it is ideally fits our positioning of being unique and a leader in its field," said Al Hussaini
"The audience also fits our target clientele being corporate leaders in their own right," added Hussaini
Prime Limousine says its entry into the market has met with tremendous success with the company now recording month-on-month booking growth of 35%.
"We have achieved this by differentiating our product from more than just a vehicle and a driver," said Al Hussaini
."We focus on luxury and the personal touch.We have taken the concept of first-class travel and a five-star hotel and replicated it in a limousine."
All 18 vehicles in the company's fleet are customised to Prime Limousine's specifications and include fire extinguishers, first aid kits, mobile phones, fridges and DVDs with screens.
"We also have personalised our chauffer service with clients being met and offered fresh towels, English and Arabic business magazines and onboard refreshments as standard," explained Hussaini
said, is key to the Prime Limousine culture, with chauffeurs undergoing a six week training programme of road network knowledge and in-house customer relationship training, covering grooming, cabin-crew-style conduct and client confidentiality.
External training covers a first-aid course endorsed by the St. John's Ambulance Brigade of the UK and a four-day Dubai knowledge course run by the Department of Tourism, Commerce Marketing, Government of Dubai
, which virtually certifies chauffeurs as tourist guides.
A two-day external security awareness programme is also mandatory for all the company's chauffeurs.
"Our chauffeurs are a cross between a butler, concierge, medical assistant and security officer," said Al Hussaini