If you want a Hybrid car in the Gulf, whether you want to do your bit for the environment, or make a statement, your financial wellbeing is going to take a big initial hit. In the UAE, the niche is dominated by prestige, performance marques such as Porsche, Lexus, BMW and McLaren Automotive – and these companies aren’t even trying to promote hybrids.
According to George Wills, managing director at Porsche Middle East and Africa, ‘In comparison to Europe, we have less external factors influencing consumers [to buy a hybrid], such as petrol costs, tax benefits, emission standards or a well-planned charging infrastructure.’ Starting with the Cayenne S Hybrid, Porsche had been offering local customers hybrid drive options since 2010, but Wills noted that regional buyers still need to be sold on the virtues of driving and environmental wellness, and overcome prejudices about the life expectancy of the battery, etc.
Leanne Blanckenberg, corporate communications manager at BMW Group Middle East, added, ‘The BMW Group has developed ActiveHybrid cars in the 7, 5 and 3 Series but these vehicles are not proactively brought into the Middle East markets. If customers request them, then they can be ordered. These customers are usually aware of the environmental and technology benefits of driving a hybrid before they come to the showroom.’
So what are these customers seeing that other Emirates residents aren’t? Mark Harrison, regional director at McLaren Automotive, explained, ‘One may not need a hybrid sports car as such, but what it gives you is incredible performance and allows you to run a car with zero emissions,’ which may be a good thing engineering-wise. ‘A customer always expects McLaren to be at the head of technological innovation. That’s the promise we bring to the sports car market and at the moment hybrid is at the cutting-edge of technology that we and other sports car makers are trying to develop.’
Al-Futtaim Motors currently sells four Lexus hybrids in the UAE, and a spokesperson at the dealership commented, ‘Yes most of our hybrid customers would arrive at the showroom knowing what they want. The customer profile is highly involved with the environment, yet seeks a powerful car that provides high performance. The price difference is not major between hybrid and standard versions; additional performance, quietness and luxury justify the premium which varies from 5-15% depending on the model.’
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