Motoring

Driving New Frontiers

by: BTM - Tue, 05 Aug 2025

Gowtham Sarma, Business Development Head for Foton and Bestune at Al Haddad Motors, shares how he’s helping reshape Bahrain’s automotive sector by steering the growth of Chinese car brands.

Since joining Al Haddad Motors, Mr. Sarma has played a pivotal role in building up Foton and Bestune under the group’s diversified portfolio. He explains: “Since 2020 Al Haddad Group started to add new revenue streams to its portfolio. The main strategy was to offer our valued customers more in terms of a suite of mobility solutions for all their needs, providing a choice between premium and more volume-orientated products for both personal use and those in the workplace.”

Strategic Growth and Market Positioning

Recognising the market need for versatility, the company added FAW Bestune in the passenger car segment and Foton in the commercial vehicle sector. “This adds to the Mercedes-Benz Group Dealer offerings as the longest-serving General Distributor in the Middle East and Levant,” he says.

Foton, known for its range from pickups to heavy-duty trucks and buses, serves Bahrain’s commercial needs, while Bestune targets the passenger car segment. “Our strategy ensures that these brands do not compete with one another. Instead, we provide the best solution in both product quality and customer service within their respective segments,”
he adds.

Overcoming Perceptions and Innovating Service

Launching a Chinese automotive brand in a traditionally brand-conscious market came with challenges. Mr. Sarma acknowledges: “There was an initial perception in the market regarding the quality of Chinese vehicles and on the aftersales/customer service.” Al Haddad Motors delayed the launch of the brands to ensure that service standards met expectations from day one.

Despite early reservations, the response has been encouraging. “Chinese car brands have been welcomed in the Bahrain market. Businesses are also now starting to realise they’ve been missing out on the opportunities these brands offer,” he says.

One of the standout initiatives under Mr. Sarma’s leadership is the introduction of an unlimited mileage warranty – a first in the GCC. “We also offer ownership, rental and lease solutions, along with a suite of customer service benefits usually associated with only premium brands,” he notes.

Understanding Demand and Looking Ahead

As the market matures, customer expectations continue to evolve. Mr. Sarma explains: “People look for a reliable and experienced automotive distributor, the latest features on the car and most importantly, value for money. Both Bestune and Foton cater to these demands.”

Chinese vehicles are no longer a novelty in Bahrain and are well on their way to establishing dominance. “Chinese brands now boast a combined market share that has crossed 30 percent, and perception is improving very quickly,” he says.

Reflecting on his journey as an Indian professional in Bahrain’s automotive industry, Mr. Sarma shares his philosophy: “Keep yourself updated, be open-minded and look for new opportunities. Think outside the box, never be scared to change direction, and focus; don’t try to do too many things at once. Today, digital transformation is the way forward for any business.”