Al Yousuf Motors isn’t just about selling a product! It’s about enabling the watersports lifestyle and the industrial capabilities in the region


While the market is full of companies who represent famous trademarks, few of them go beyond submitting invoices and collecting cash to improve the local society and improve the lifestyle in addition to enabling the industrial capabilities and knowledge transfer to the local economy. As an example of the successful collaboration between the international manufacturer and local economy, we interviewed Mohamed Iqbal Alyousuf, Deputy President – Marketing at Al Yousuf Motors, the official representative of Yamaha Motor Company.

First of all, can you tell us about the story of Al Yousuf Motors and your main vision in the market?

Since Al Yousuf Motors was established 64 years ago by my grandfather Habib Al Yousuf, our vision was to empower the legacy and the relation that our people has with the sea. “The Sea” has always been our main source of life and through it we sailed to communicate with the world. Accordingly, this objective was always reflected in our doing business methods.

What are the main products you introduce to the local market? And what does differentiate your products from other competitors?

Actually, you can consider us as a “one-stop shop” for all the watersports products starting from high end boats, then wave runners till sport equipment and activities. I highly consider our flagship watersport is “wave runner” that combines high-performance with high speed and a high quality control system. On the other hand, I can’t claim that we are the best provider in the market, but our returning and loyal customers are the advocates that keep promoting our products and aftersales services. This is the way they get engaged better with our brand.

What are the main added value services you deliver to your customers to reach this level of engagement?              

Simply it is the support and aftersales service. On this aspect we have successfully introduced the idea of Workshop Van, where our technicians will reach our customers once they call for service anywhere at any time. This idea highly increased our customers’ satisfaction..

How does Al Yousuf Motors support and improve the watersport lifestyle?

As part of our strategy to support and encourage talented Emiratis in their sporting pursuits, Al Yousuf Motors is sponsoring the UAE’s Champion water vehicle racer, Ali Mohamed Al Lanjawi, for the third consecutive year. We provides Al Lanjawi with the latest and the most modern “wave runner”, such as the GP1800, along with accessories, a complete technical team and all the necessary maintenance support during his local and international training and races. We also support junior contestants in the 14-16 year age group such as the young contestants, Sultan Al Hammadi and Salman Younis Al-Awadi.

What about your role in knowledge transfer and improving the local capabilities of the industry?

On this level we have remarkable achievement through our Yamaha Boats Factory, the only licensed boat factory in the Gulf region. Established in 1993, Al Yousuf Industries -Yamaha Boats Factory is the leading manufacturer of premium quality, leisure and commercial boats. We work in collaboration with Yamaha Japan and produce more than 29 models of boats, ranging from 19 to 42 feet. In the year 2015, Al Yousuf Industrial marked a milestone with the production of its 4,000th Yamaha boat since it started operations in Dubai.

I take this opportunity to invite all the UAE engineering students who are looking for getting experience in boat manufacturing field, to join our internship program, where we will engage them directly with the world leading engineers from Yamaha Japan and allow them to handover the latest experience and technologies.

How do you perceive the future of watersports and water front lifestyle in the UAE?

Our government is investing heavily in building massive facilities to make the UAE one of the regional or even global destinations for watersport entertainment and lifestyle. Moreover, watersports lifestyle is the best way to become healthy and defeat many diseases such as diabetic and hyper tension. On this aspect, I announce that Al Yousef Motors will be one of the first companies to support and sponsor the CSR campaign “Happy Water Sports” has initiated by Marasi News.