bahrainthismonth.com | SEPTEMBER 2026 INTERVIEW 47 The automotive industry is undergoing one of the most significant transformations in its history. For Motorcity, navigating that change means anticipating where the market is heading while keeping customer requirements at the centre of its strategy. “My main priority is to ensure that Motorcity continues to evolve ahead of the market while remaining firmly focused on the needs of our customers,” says Mr.Freiwat. Motorcity currently represents a broad portfolio of recognised automotive brands across passenger and commercial vehicles. Its offering spans conventional internal combustion engine (ICE) vehicles and plug-in hybrid electric vehicles (PHEVs), alongside range-extended electric vehicles (REEVs) and fully electric vehicles (EVs). The company has deliberately built a diverse offering as new technologies gain ground in the automotive market. “We do not believe the transition to new-energy mobility will happen through one technology or overnight,” Mr. Freiwat explains. “Different customers have different requirements and our responsibility is to meet those needs.” Motorcity is also investing in the capabilities that support vehicle ownership, including aftersales and spare parts operations as well as technical expertise and digital services. The aim, Mr. Freiwat says, is for the company “to be recognised as a long-term mobility partner for Bahrain”. A Changing Market New-energy vehicles represent a significant area of growth as Bahrain’s automotive landscape evolves. Customers are becoming increasingly knowledgeable about the technology available and the considerations involved in choosing a vehicle. Fuel efficiency and electric range are increasingly part of the purchasing conversation, as are charging, battery technology and total cost of ownership. Customers are also paying greater attention to environmental impact. For automotive companies, this creates scope to introduce new products while helping customers understand the technologies entering the market. Motorcity intends to participate in this transition early and responsibly, bringing suitable technologies and brands to Bahrain while supporting the development of the Kingdom’s automotive infrastructure. Choosing those products involves looking further ahead than their immediate sales potential. “We look at whether that brand has the potential to create sustainable, long-term value in Bahrain,” Mr. Freiwat says.Motorcity considers product quality and technology alongside safety and reliability. Manufacturer capability, the future product pipeline and whether a product addresses a genuine requirement in Bahrain also inform its decisions. The company additionally assesses a manufacturer’s commitment to the region and its ability to support a product throughout its lifecycle. That support takes on greater importance with emerging technologies, which require trained technicians and appropriate diagnostic capabilities as well as reliable spare parts availability. “Our approach is therefore customer and market-led rather than brand-led,” Mr. Freiwat explains. “We first identify where the market is going and what customers need, then determine which brands and technologies are best positioned to meet those requirements.” Practical Sustainability Electrification is fundamental to Motorcity’s longterm strategy. The company also views the automotive sector as having a responsibility to contribute to reducing its environmental footprint. This direction aligns with Bahrain Economic Vision 2030 and the Kingdom’s wider sustainability ambitions. Bahrain has committed to achieving net-zero emissions by 2060 and reducing greenhouse gas emissions by 30 percent by 2035. Motorcity’s new-energy portfolio encompasses PHEV and REEV technology alongside fully electric vehicles, allowing customers to choose an option suited to their individual requirements. “Ultimately, sustainability must make environmental sense while also being economically and practically viable for the customer,” Mr. Freiwat says. “Our strategy is to bring those considerations together.” Beyond the Showroom As competition in Bahrain’s automotive sector grows, the distributor itself is becoming an increasingly important part of the purchasing decision. Customers want confidence that their vehicle can be properly maintained and that spare parts will remain available. They also expect technicians to understand increasingly sophisticated vehicle technology. Motorcity has established aftersales infrastructure across multiple locations in Bahrain and intends to continue strengthening its service and spare parts operations as vehicles become more technologically advanced.“Our objective is not necessarily to compete on price alone,” Mr. Freiwat says. “We want to compete on value and trust while delivering the technology and quality customers expect throughout the ownership experience.” Digitalisation is also changing how customers interact with automotive companies. Motorcity expects more of the ownership journey to become digitally connected, beginning with vehicle discovery and enquiries and extending into service bookings and ongoing customer support. The company intends to pair this greater digital convenience with the human service and personal relationships it considers particularly important in Bahrain. “The relationship with a customer should not end when the vehicle leaves the showroom. In many respects, that is when the relationship actually begins,” Mr. Freiwat observes. This emphasis continues throughout the life of the vehicle, particularly as new-energy models demand specialised technical knowledge and ongoing investment in training and equipment.“Ultimately, the vehicle may bring the customer to Motorcity for the first time, but the ownership experience is what should bring them back.” Shaping What Comes Next Over the next three to five years, Motorcity plans to expand its PHEV, REEV and EV portfolio while retaining conventional vehicle options where they remain appropriate for customer and commercial requirements. Carefully selected brands and models will form part of that expansion, supported by further development of the technical capabilities needed for new-energy vehicles. Motorcity also plans continued investment across its aftersales network, people and digital capabilities. Growth in market share is only one part of the company’s longer-term objective. Motorcity wants to contribute positively to the evolution of mobility in Bahrain by supporting the Kingdom’s sustainability direction and encouraging the responsible adoption of lower-emission technologies. It also wants to ensure that automotive innovation translates into genuine benefits for customers.“The automotive industry is changing very quickly and companies have a choice: they can react to that change or help shape it,” Mr. Freiwat says. “Our ambition is for Motorcity to help shape it.”
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