LEADING luxury limousine service Prime Limousine has outlined plans to open an office in Abu Dhabi in 2005 as the first step in a regional network expansion.

The move is part of an expansion strategy that will see the investment of Dh20 million in doubling its fleet of luxury Cadillac Escalades, Mercedes S Class and Cadillac stretch limousines within three years.
“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. “Inspired by Dubai's stupendous growth into a world-class venue for international business, entertainment, corporate and sports events, we remain committed to providing innovative products and services that fill the growing niche of luxury transport services.” 
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 recent ‘Leaders in Dubai’ leadership summit. 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 per cent.
“We have achieved this by differentiating our product from more than just a vehicle and a driver. 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,” said Al Hussaini.
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.
Training, he 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. We have raised the bar on services taking them well beyond the traditional simple provision of just a car and a driver,” said Al Hussaini.
The company is the UAE’s leading luxury limousine service and is continuing its commitment to offering a fresh, dynamic and professional service of exceptional standards. Furthermore, the company plans on doubling its fleet of vehicles within three years to meet the growing demand for its unique offering.
The Prime Limousine fleet boasts a variety of luxury cars: Cadillac Escalades, Mercedes S Class and Cadillac stretch limousines and plans to introduce a range of luxury models in 2005 to its already impressive fleet.  All vehicles contain a host of extras to enhance the luxury in-car experience.