Nasser bin Khaled and Sons Automobiles Unveils State-of-the-Art Mercedes-Benz Showroom in the Heart of Doha
Reading Time: 6 minutesDoha, Qatar, 2 March 2025: Nasser bin Khaled and Sons Automobiles, the authorized general distributor of Mercedes-Benz in Qatar, proudly announces the grand opening of its new showroom in the Musheireb area, a prime location in the heart of Doha. His Excellency Ali bin Ahmed Al Kuwari, Minister of Finance, cut the ribbon alongside HE Sheikh Faisal Bin Qassim Al Thani, Chairman of Al-Faisal Holding; Dr. Khalid bin Thani Abdullah Al-Thani, Chairman & Managing Director of Qatar International Islamic Bank and Chairman of Ezdan Holding Group; and HE Sheikh Nawaf bin Nasser bin Khaled Al Thani, Chairman of NBK Group. The event was attended by HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director; Mr. Michael Stroband, President and CEO of Mercedes-Benz Cars Middle East; and representatives from Mercedes-Benz Global. The gathering also featured VIP guests, celebrities, media representatives, and influencers. The opening of the Mercedes-Benz showroom marks a significant milestone in NBK Automobiles’ long-standing relationship with Mercedes-Benz, dating back to 1961. This new facility ushers in a new era for both brands, aligning with the company’s strategic vision to expand and adapt to the latest trends in the automotive industry while upholding the values and ethos of Mercedes-Benz. Designed in accordance with global Mercedes-Benz standards, the showroom promises to enhance the car-buying experience, merging innovation with elegance and marking the beginning of a new era in automotive excellence. The grand opening ceremony featured an enchanting ambiance, complete with laser lights and captivating music inspired by the Mercedes-Benz brand. The highlight was a dramatic reveal, where HE Sheikh Nawaf bin Nasser bin Khaled Al Thani, Chairman of NBK Group Mr. Michael Stroband, the President and CEO of Mercedes-Benz Cars Middle East unveiled the showroom and iconic vehicles from the brand. Following the welcoming speeches and reveal, HE Sheikh Nawaf bin Nasser Al Thani, accompanied by distinguished guests and media representatives, toured the showroom sections, exploring the array of fascinating services and facilities available. During the tour, guests witnessed the unveiling of two new iconic models: the Mercedes-AMG GT, and the all-electric Mercedes-Benz G-Class. HE Sheikh Nawaf bin Nasser bin Khaled Al Thani, Chairman of NBK Group, stated: “Today, we celebrate a remarkable partnership between NBK Automobiles and Mercedes-Benz, one that has flourished since 1961. Built on a foundation of trust, vision, and mutual respect, this collaboration has allowed NBK Automobiles to become a beacon of excellence in the automotive industry. Continuing my family’s legacy, we are proud to unveil this cutting-edge showroom in Doha. This space not only reflects Mercedes-Benz’s innovation and commitment to quality but also underscores our dedication to delivering exceptional service and customer experiences. I would like to express my sincere gratitude to Mercedes-Benz for their continued collaboration, and I emphasize the significance of our shared values in reshaping industry standards”. HE Sheikh Faleh Bin Nawaf Al Thani, HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director, NBK Group-Auto said: “It is an honor for me to stand before you today as we continue my family’s legacy. Tonight, we celebrate not only our rich history but also the opening of a modern and advanced showroom that embodies the shared values we hold with Mercedes-Benz. Nasser Bin Khaled Automobiles has become synonymous with excellence in the automotive sector, adhering to the strict quality standards for which Mercedes-Benz is renowned. We welcome all our valued customers to come and experience our new facility to discover what we mean by our slogan “The Best or Nothing”. Mr. Michael Stroband, the President and CEO of Mercedes-Benz Cars Middle East said in his speech: “The Middle East, and especially Qatar, has always been an important part of the Mercedes-Benz story. With our new retail concept, MAR20X, we are bringing our customers closer to the brand than ever before. This showroom is more than just a place to buy a car—it’s a space where people can experience Mercedes-Benz in a whole new way. Whether it’s exploring our latest models, learning about cutting-edge technology, or simply enjoying the beauty of automotive craftsmanship, this is a place designed for our customers”. During the event, HE Sheikh Nawaf bin Nasser bin Khaled Al Thani, presented two recognition awards to HE Sheikh Nasser Nawaf Al Thani, Executive Director of NBK Real Estate, and to Mr Kamal Al-Efranji, General Manager of NICC for their valuable contributions to execute this project. In addition, Mr. Michael Stroband presented the Mercedes-Benz plaque to His Excellency Sheikh Nawaf bin Nasser bin Khaled Al Thani in recognition of the long-term partnership between the two entities. Showroom Specifications and DesignSpanning two floors and covering an area of 9,119 square meters, the new showroom showcases the latest MAR20X design concept from Mercedes-Benz, crafted by Ratnsorb, an MBGD-certified architect. The design features a distinctive glass ceiling that floods the space with natural light, complemented by an innovative Panda ceiling and Risto flooring, along with strategically designed façades at both the front and back. Atop the tower sits the renowned Mercedes-Benz Star, the second 8-meter star of its kind in the world, serving as a landmark in Doha. The showroom incorporates digital elements seamlessly throughout, including a dedicated barista area for fresh coffee and a central accessories and boutique display area offering a wide range of products. A captivating history wall chronicles the brand’s legacy since 1900, showcasing the evolution of its logo and designs, which have consistently kept the star at the pinnacle of the automotive industry. Outdoor screens enhance the experience, transforming waiting moments into fascinating explorations of the captivating world of Mercedes-Benz. Exclusive ZonesThe showroom can accommodate 44 vehicles, featuring dedicated zones that highlight the brand’s premium offerings. The Brand Heritage Zone showcases the rich history of NBK and Mercedes-Benz. The AMG Area includes an exclusive lounge, dedicated accessories display, and a sound counter, featuring a special reception and delivery area for AMG enthusiasts. The Exclusive Zone showcases Maybach and S-Class models with premium interior design, while the G-Class Zone features a desert-themed backdrop, complete with a dedicated lounge and accessory display. Additionally,
Brand rejuvenation & it’s role in brand excellence
Reading Time: 6 minutesAlain Crevet, president of S.T. Dupont, in conversation with Aparajita Mukherjee talks not only about his corporate moves but that of the French maison globally known for a horde of luxury articles – from writing instruments to leather good, from lighters to accessories. He delves into his personal recollections of why and how this heritage house is where it is: and courage to face challenges and survive these is one of the reasons for its long-standing history, right from 1872. BL: Talk us through your professional journey. Crevet: My professional journey has been shaped by a passion for heritage, innovation, and global excellence. After graduating from HEC Paris in 1983, I began my career at Procter & Gamble, where I spent over 15 years in key leadership roles, including marketing director for Europe and general manager for Mexico and Central America. These positions honed my expertise in international business development, strategic marketing, and global brand stewardship. In 2000, I transitioned to the luxury sector as president of Givenchy Parfums at LVMH. Over six years, I revitalised the brand, collaborated with Givenchy Couture, and contributed to the growth of LVMH’s perfumes & cosmetics division, refining my approach to blending creativity and French excellence. Since 2006, I have been privileged to lead S.T. Dupont, rejuvenating the brand by honouring its artisanal craftsmanship and technical ingenuity. Under my leadership, it has reinforced its position in the luxury market, becoming a trusted supplier to the French state and a symbol of elegance appreciated by cultural and political figures worldwide. BL: What about French design excellence do you think appeals to the global audience that S.T. Dupont has for long been able to connect with? Crevet: French design excellence is the epitome of timeless elegance, combining artistry, meticulous craftsmanship, and an innate sense of refinement. At S.T. Dupont, a maison with nearly three centuries of history, this legacy is at the heart of everything we create. Our commitment to preserving traditional savoir-faire while embracing innovation ensures that each piece embodies the finest materials and the highest standards of craftsmanship. For our global audience, this translates into more than just luxury – it’ s an invitation to connect with a piece of French heritage that seamlessly marries functionality and aesthetic perfection. S.T. Dupont is proud to represent the timeless elegance that continues to captivate and inspire across generations and borders. BL: While recruiting for a company such as S.T. Dupont what 5 qualities do you look for in your new employee? Crevet: When recruiting for S.T. Dupont, I seek individuals who embody a passion for craftsmanship – a genuine appreciation for the artistry and precision that define our maison. Adaptability and agility are equally important, as the ability to navigate a dynamic global market and respond effectively to its ever-evolving demands is critical in maintaining our relevance and success. Creativity is another essential quality, as we aim to push boundaries while honouring the rich traditions of our tricentennial history. At S.T. Dupont, team spirit is fundamental; collaboration lies at the heart of our excellence, enabling us to bring together diverse talents to create exceptional products. Finally, integrity is non-negotiable. Upholding the values of a brand steeped in heritage requires a deep commitment to authenticity, transparency, and respect for our legacy. These qualities together ensure that every team member contributes meaningfully to the enduring success of S.T. Dupont. BL: How do you assess Qatar as a S.T. Dupont market? Are Dubai or Kuwait any different? Crevet: Qatar is an essential market for S.T. Dupont, where tradition, heritage, and modernity converge – values that resonate deeply with our Maison. Our long-standing collaboration with Ali Bin Ali Luxury exemplifies our commitment to this market. Together, we work to ensure S.T. Dupont remains relevant and desirable, adapting to the evolving tastes of Qatari clientele. The recent opening of our boutique at Villaggio Mall in Doha reflects our dedication to expanding our presence and meeting local expectations. Compared to Dubai, which is a dynamic hub attracting a global audience, and Kuwait, which emphasises exclusivity and tradition, Qatar offers a unique balance of both worlds. This harmony allows us to engage with a discerning population that appreciates authenticity, craftsmanship, and innovation. Qatar remains a cornerstone of our Middle Eastern strategy, and we are excited to continue evolving alongside this vibrant and forward-thinking market. BL: Market expansion is a requirement for every company – what factors drive S.T. Dupont’s market expansion philosophy? Crevet: S.T. Dupont’s market expansion philosophy is rooted in a commitment to authenticity, exclusivity, and balance. Unlike some brands that heavily prioritise specific regions, such as Asia, we strive for a harmonious presence across all key global markets. This approach allows us to remain true to our heritage while connecting with discerning clients worldwide. We carefully identify regions where there is a genuine cultural appreciation for craftsmanship, ensuring that our offerings resonate with local preferences. Partnerships play a pivotal role in this strategy, especially those grounded in history and mutual respect. For instance, we have enjoyed over 50 years of collaboration with Chalhoub Group in the Gulf region. In the 1970s, S.T. Dupont was among the first luxury brands, alongside Christofle and Baccarat, to partner with Chalhoub, establishing a legacy that continues to flourish. Our philosophy also prioritises long-term relationships with partners who are connoisseurs and share a deep appreciation for history and artistry. This ensures that our brand remains positioned as a symbol of timeless elegance and refined craftsmanship. Additionally, strategic digital initiatives and selective collaborations with luxury retailers enable us to reach new audiences while maintaining the exclusivity and premium positioning that define S.T. Dupont. This balanced, thoughtful approach allows us to expand without compromising the values that have shaped our maison for nearly three centuries. BL: Where do you see S.T. Du Pont in 3 years – in terms of business, in terms of values, in terms of what it stands for in the clients’ eyes? Crevet: In three years, I envision S.T. Dupont as a leader
