Jan Scheidgen shares his insights on leading the Audi brand at Al Nabooda Automobiles in Dubai and the Northern Emirates. In this discussion, he highlights how Audi’s rich motorsport legacy translates into an uncompromising luxury customer experience, the vision behind securing the “Dealer of the Year” title for two consecutive years, and the brand’s ongoing commitment to local community initiatives.
How do you define your brand’s core identity in Dubai and the Northern Emirates?
Our brand identity is built on offering an exclusive wide range of models catering to many kinds of customers, from premium to luxury. At the heart of this is our commitment to creating a truly luxurious and personalized experience, ensuring every client feels the distinction of Audi from the moment they step into our world.
What premium promise do you consistently deliver to customers?
We take pride in delivering a customer journey defined by excellence. With a strong focus on consistently achieving one of the highest customer satisfaction ratings, we are committed to a service experience that is customer centric and uncompromising in quality.
What unique experience distinguishes your dealership from others?
Our facilities blend modernity with warmth, designed to be both cutting edge and inviting. Every customer embarks on a personalized journey, guided by a team representing over 27 nationalities, ensuring a rich and diverse service experience that reflects innovation and inclusivity.
What excites you most about leading this exclusive brand?
Leading Audi means embracing a legacy of motorsport excellence and performance heritage, from rally and DTM to the legendary Le Mans. Over the years our rich portfolio included generational icons such the Audi Quattro, TT, R8, and recently the just announced Audi Concept C, embodying a strong sport and competitive spirit. And under the umbrella of Al Nabooda Automobiles, I am proud to represent Audi as an official dealer, bringing this extraordinary DNA closer to our customers.
What is your vision for the brand over the next three years?
Our vision is to relentlessly pursue perfection in every detail. By continuously refining the customer journey and elevating every interaction, we aim to elevate further the benchmark in sales and after sales excellence in the UAE.
How does your leadership style shape customer experience?
I believe in leadership that listens. By creating an open channel between myself, my team, and our customers, I ensure challenges are addressed swiftly and solutions are found collaboratively. This trickle-down effect fosters a culture of accountability, innovation, and service excellence at every level.
What milestone best highlights your brand’s journey in this market?
Being named Dealer of the Year for two consecutive years is a proud testament to our unwavering commitment to excellence. This recognition reflects our performance and deep dedication to consistently raising the bar.
How do you see your role in contributing to the local community?
Our role extends beyond delivering automotive excellence, it is about being a trusted partner in building a safer, stronger, and more inclusive community. A cornerstone of this commitment is our close collaboration with Dubai Police, where we actively support initiatives that promote road safety and responsibility across the city. In parallel, we champion youth development and wellbeing through programs such as the Dubai Basketball team, fostering health and team spirit in the next generation. We are equally proud to stand behind causes that celebrate and empower society, from breast cancer awareness and Emirati Women’s Day to the Knowledge Summit, which inspire innovation and continuous learning for the future.
What core value drives your team every day?
Every day, our team is driven by integrity, loyalty, and a deep sense of purpose. We embrace teamwork and performance-focused excellence, with a simple philosophy: fewer words, more action. This mindset ensures we deliver on our promises with precision and passion.
What makes your company a great place for employees to grow and thrive?
We cultivate an environment where professionals can truly flourish. With the support of an iconic brand, a strong community, and a culture rooted in growth, our employees find a workplace where they can build fulfilling and inspiring careers.