LEADING luxury limousine service Prime Limousine has set out on 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.”
“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 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 chauffeur 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.
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