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Faster – Bigger – More expensive

The fascination of luxury cars, explained by Mohsin Sanam, CEO & Founder of Sanam Cars, one of Dubai’s largest luxury and sports vehicle showrooms.

By Doumouh El Hallak, Fotos By Sanam Cars

Mohsin Sanam with his own Lamborghini.
Mohsin Sanam with his own Lamborghini.

Luxury automobiles are plentiful in Dubai, but with a diverse fleet that includes everything from big name brands like Lamborghini, Rolls-Royce, Bentley, and Aston Martin to more inexpensive options from well-known competitors in the automotive sector.

Sanam Cars has been dominating the luxury car market in the UAE for over ten years. The Dubai-based company has a huge selection of both used and new luxury vehicles and they are specialized in the sale, purchase and trade of luxury and sports cars.

he best-known brands in the range include Audi, Aston Martin, Bentley, BMW, Bugatti, Ferrari, Lamborghini, Land Rover, Maserati, McLaren, Mercedes-Benz, Porsche and Rolls Royce. Mohsin Sanam is the CEO and founder of Sanam Cars and has more than 20 years of experience in the industry. The young entrepreneur has made it his mission to satisfy his customers in the best possible way and to make the buying process a special experience.

“I‘ve always had a fascination with cars since I was a little kid, and my first job in Dubai was in a showroom. I worked there for about ten years and eventually became the best-performing salesperson for the majority of that time. I sold my first car by chance, and after that never stopped. Regardless of the customer‘s level of knowledge when it comes to automobiles, I always enjoyed spending time explaining what different models were, how they are different, and which models are best for them. I also enjoy educating customers about their purchases and ensuring that they make the right decision for themselves,” says Sanam to describe how his lifelong connection with automobiles began.

An excellent spot for a Rolls Royce.
An excellent spot for a Rolls Royce.

Following his long tenure in automobile sales the 40-year-old entrepreneur decided to take a leap of faith and start his own business. He opened a showroom with two cars on display, and before he knew it, they were sold. He kept reinvesting money into the business and replacing all the cars he sold.

It wasn‘t long until he had 20 vehicles in his showroom.

Sanam Cars’ customer base is an eclectic mix of nationalities. The majority are Asian, but because the company exports worldwide, they get customers from all over the globe: “Our main focus lies in trading, purchasing and financing. Essentially, we handle the entire procedure from start to finish and ensure the best prices on the market by accepting modest margins,” explains the CEO.

Lamborghini Urus Mansory edition.
Lamborghini Urus Mansory edition.

But the fact that the company has now become one of the market leaders in Dubai does not mean that there were no hard times. Like many other companies, Sanam Cars was hit hard by the pandemic. The first effect was a significant decline in demand for premium and sports cars. “Prices plummeted dramatically as a result of the abrupt decline in demand, and many people wanted to take advantage and buy cars for a very low price, typically 50% less than the true value.”

Sanam Cars were able to slightly mitigate the detrimental impacts of the pandemic by providing better guarantees and buyback offers, in which the client purchases the car and then has the option to return it when their contract expires.

The company is currently on an expansion course and is planning additional branches in the Asian and Arabic regions: „Even if it is only a dream for the time being, it is our goal to make Sanam Cars one of the top luxury car companies in the world,“ the CEO explains his vision.
Sanam’s advice for young entrepreneurs: “Never give up! I wanted to give up and forsake everything countless times, but I didn‘t. In the end, my efforts were rewarded. If you truly desire something, you must persevere in order to obtain it”.