Martino Picotti, General Manager, Lamborghini Abu Dhabi & DubaiThe Middle East has been recognised as one of the world’s most important markets for luxury and high-performance automobiles. Cities such as Dubai and Abu Dhabi have become globally associated with automotive excellence, and attracting collectors, enthusiasts and entrepreneurs from around the world.
Yet, today, the region’s relationship with luxury super cars goes beyond status or wealth. In a luxury landscape increasingly driven by fast-moving trends and constant reinvention, consumers in the GCC region are placing greater value on something far more enduring: heritage, emotional identity and connection.
This shift presents one of the biggest challenges facing the luxury automotive indus
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