Shifting Gears in Qatar: An Exclusive Interview with Zaher Al Hayji and Nasser Al Rabban
- Maqina Team
- Apr 27
- 5 min read
In Qatar’s high-octane luxury automotive world, two visionaries are rewriting the rules and setting new standards. Zaher Al Hayji, General Manager of Future Motors & Sky Motors, and Nasser Al Rabban, Co-Founder and CEO, are merging state-of-the-art technology with the finest luxury to meet the evolving tastes of local drivers and support Qatar’s vision for a greener future.
In an exclusive interview with Bisht magazine, both executives discuss their vision for the future of mobility in Qatar and beyond. Al Hayji highlights how BAIC is leading the way with safety-first innovations, while Al Rabban reveals Sky Motors' strategic goal of redefining luxury in Qatar with ROX vehicles, propelling the nation towards an exciting automotive future.
· How have consumers reacted to the brand since the grand opening of BAIC’s first showroom in Qatar?
The reception has been overwhelmingly positive. Qatari consumers immediately recognized and appreciated BAIC's core values: safety, reliability, and enduring performance—three qualities that are non-negotiable in Qatar's demanding driving conditions. Features like advanced driver-assistance systems and robust body structures offer peace of mind, while intelligent connectivity and fuel-efficient powertrains add to the appeal. With Qatar's strong preference for SUVs and sedans, BAIC's versatile lineup has effectively met diverse consumer preferences, driving steady sales growth and a rapidly growing customer base.
· What do you believe sets BAIC and ROX vehicles apart from other international brands in the competitive Qatari market?
BAIC and ROX have distinguished themselves by offering the ultimate combination: high-caliber, technologically advanced mobility solutions that are also cost-effective. I would call it a "sweet spot." BAIC particularly stands out with its all-wheel drive lineup featuring heavy-duty mechanics of military-grade caliber—a significant advantage over other Chinese brands. BAIC's strategic alliances with global automotive leaders, such as Mercedes-Benz, ensure that our vehicles meet the highest international safety and performance standards.
ROX, meanwhile, is an eco-warrior disguised as a luxury beast, thanks to its innovative REEV system. These eco-friendly, all-wheel-drive vehicles deliver exceptional endurance and performance, making them ideal for customers seeking reliable, durable options that can withstand harsh conditions without compromising luxury.
Both brands are strategically positioned to meet Qatari market needs by balancing innovation, affordability, and dependability. We have further strengthened our value proposition through our strong warranty packages and aftersales services, further bolstering customer confidence, ensuring long-term satisfaction and reliability.
· With your experience in the UAE’s automotive retail industry, what key differences set Qatar’s automotive retail market apart from others in the region?
Both markets appreciate high-performance and premium vehicles, but Qatar emphasizes long-term ownership, values reliability, and offers comprehensive aftersales support—perfectly aligning with BAIC's and ROX's engineering philosophy.
Qatar is also moving toward sustainable mobility at an accelerated rate, with government projects supporting hybrid and electric vehicles faster than in neighboring markets. This progressive environment creates a perfect opportunity for BAIC to introduce its advanced EV and hybrid models featuring cutting-edge battery technology and energy-efficient systems.
Additionally, Qatar's infrastructure development and economic diversification further drive demand for fleet and commercial vehicles, a sector well-served by ROX’s robust commercial vehicle lineup.
· Looking ahead, where do you see the most promising growth opportunities for Future Motors both locally and regionally?
Locally, we foresee a surge in demand for electric and hybrid vehicles, supported by Qatar's sustainability initiatives. BAIC's EV technology, which includes long-range battery performance and fast-charging capabilities, places us at the forefront of this area. The SUV and crossover segments also offer vast opportunities, driven by consumer preferences for versatility and advanced technology. BAIC's comprehensive SUV lineup, including popular models like the BJ30, BJ60, BJ80, BJ40 C, X7, X35, and X55 II, is exceptionally well-positioned to capitalize on this demand.
Regionally, Future Motors aims to expand its footprint in the GCC by leveraging BAIC's and ROX’s compelling combination of price, engineering, and innovation. Digitalization of the automotive retail industry will also play a key role in enhancing customer engagement.
· How does Future Motors contribute to Qatar's vision for sustainable mobility?
Future Motors is deeply committed to Qatar's sustainability goals and National Vision 2030. By introducing high-performance hybrid and electric models, we are actively contributing to the nation’s clean energy transition. BAIC's EV and hybrid technology integrates sophisticated battery safety measures, intelligent energy management systems, and optimized efficiency protocols specifically calibrated for the region's climate conditions.
Beyond vehicles themselves, we are investing substantially in EV infrastructure, including charging stations and maintenance programs, alongside collaborations with government and private partners, further solidifying our commitment to greener transportation.
· What’s on the horizon for Future Motors in Qatar over the next few years?
Future Motors aims to cement its position as a market leader in Qatar by focusing on product expansion, digital innovation, and exceptional customer service.
First, we will continue to expand our BAIC and ROX lineup, placing a strong emphasis on electric and hybrid vehicles that meet the market's evolving needs.
Second, we aim to improve our customers' "digital experience." We are investing in advanced online platforms, allowing consumers to explore, configure, and buy cars seamlessly. We design a seamless and engaging buying experience through virtual test drives and AI-driven customer support.
Third, we aim to improve our after-sales services as we intend to expand our after-sales services network, ensuring access to world-class service centers and expert technical support for BAIC and ROX owners.
Finally, we will strengthen our strategic partnerships to align with Qatar's sustainability and infrastructure development goals. Our long-term vision positions Future Motors and Sky Motors as trusted leaders delivering innovative, sustainable, and customer-centric mobility solutions that truly enhance life in Qatar.
Nasser Al Rabban: Driving Qatar's Electric Vision
· “Future Motors, as the official distributor of BAIC in Qatar, aims to solidify its position as the market leader in EV sales.”
· Sky Motors is the proud official distributor of ROX in Qatar, aiming to redefine luxury in the country with ROX's state-of-the-art technology and robust engineering.”
· What inspired Al Rabban Holdings to enter Qatar's automotive sector with Future Motors as BAIC's official distributor?
Future Motors, as a division of Al Rabban Holdings, is the official distributor of BAIC in Qatar to solidify its position as the market leader in EV sales. We have set ambitious targets for the percentage of EVs in our total sales portfolio and are actively promoting BAIC's innovative electric models, driving the adoption of sustainable transportation and aligning with our commitment to environmental responsibility.
· What are your aspirations for Sky Motors' growth in Qatar?
Sky Motors is the proud official distributor of ROX in Qatar, aiming to redefine luxury in the country with ROX's state-of-the-art technology and robust engineering. Our commitment is to offer an exceptional ownership experience, focusing intensely on customer satisfaction. We aim to exceed the expectations of Qatar’s premium automotive community, making Sky Motors synonymous with luxury and innovation.
· What is your long-term vision for Future Motors and Sky Motors?
Our roadmap is focused on introducing new electric and hybrid models, redefining the new energy automotive experience in Qatar, delivering superior customer service, and expanding aftersales services. By doing so, we will solidify our position as trusted leaders in sustainable, luxurious mobility solutions, and consequently, will shape the future of mobility in Qatar.
