Motoring Weekly

Fancy new facility

January 15 - 21 , 2020

Gulf Weekly Naman Arora
By Naman Arora

Gulf Weekly Fancy new facility

Behbehani Brothers, the exclusive distributor for Fiat-Chrysler Automobiles (FCA) has launched their new flagship showroom in Sitra, integrating the full line-up of Chrysler, Dodge, Jeep and Ram (CDJR) into the 1,750 sqm state-of-the-art facility.

The new showroom is designed to increase the reach and visibility of the CJDR brands and improve customer experience in a highly prominent area adjacent to Sitra petrol station.

Sam Yacoub, general manager of CDJR brands for Behbehani Brothers, said: “The corporate identity for FCA shifted in 2012 and once Behbehani became the exclusive distributor for the entire line-up, it made business sense to invest in a bigger showroom and showcase all the CJDR marquees.”

Models on display in the viewing galleries of each showroom include the Jeep “Go anywhere, do anything” line-up, including the latest generation of the iconic Jeep Wrangler, the distinctive and contemporary Jeep Compass and Jeep Cherokee and the Jeep Grand Cherokee – the most awarded SUV of all time.

Other highly popular vehicles to be showcased at the new facility include muscle cars such as the Dodge Charger and Dodge Challenger, the true seven-seat Dodge Durango SUV, the popular Chrysler 300CC and the all-new 2019 Ram 1500, which was named North American Truck of the Year earlier this year.

The previous showroom did not have Ram trucks, but along with the new corporate identity, the new facility will feature the marquee’s ever-popular Ram 1500.

The new showroom features a free-flowing layout with an emphasis on demarcation between the brands, catering to FCA’s spectrum of customers, some of whom may come in wanting to purchase a vehicle from a specific brand, while others may come in look for a specific class of vehicle, like SUV, which is available in multiple marquees.

In the last year, Behbehani Brothers has launched a spectrum of new models including the latest Jeep Wrangler, Jeep Compass and Ram 1500.

Sam said: “The opening of our new showrooms represents the next major phase of the expansion and growth plans of Behbehani Brothers and demonstrates our commitment to Fiat Chrysler Automotive Middle East in improving accessibility to CDJR products for our customers in the Kingdom of Bahrain.”

The next phase includes a full-spectrum showroom in Manama as the company aims to reach out to city customers.

Meanwhile, the CDJR Service Centre will remain at its current location.

As part of the launch of its new showroom, Behbehani Brothers is offering savings of up to BD5,000 on select models.

For more information, contact 17459955 or visit the new showroom in Sitra.

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