Access Point Newsletter_Q4 2018

A L I & S O N S H O L D I N G
ACCESS P iNT
December 2018 - ISSUE 004
N E W S L E T T E R
Special Feature
on page 38
A publication by:
Looking through the eyes of an
Artist - An interview with Ms.
Shamsa Al Dhaheri

What’s Inside
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Message from GMD
Ali & Sons Holding launches new website
GMD speaks during Creative 101 event
Ali & Sons Celebrated UAE National DAy 2018
Ali & Sons Football Tournament 2018
ASC to construct its own PMV & Main Store Yard
ASChas proven its commitment towards HSE Standards
ASC participated once again with Welfare Association 2018
ASC opens its Dubai Office
ASOS Successful ADIPEC Event
ASOS ICV Success story
ASMEF activities and project updates
Ruwaya’s new and upcoming collections
Amwaj pieces worn by celebrities
Volkswagen Teramont at Yas Movies in the park
AUDI invests in state of the art new dealership in Mussafah
Special Feature
Looking through the eyes of an artist -
an interview with Ms. Shamsa Al Dhaheri
Message From
GMD
Fellow readers, welcome to the 2018 fourth
quarter issue of the Access Point Newsletter.
Despite the market’s behaviour, the last quarter’s
activities for Ali & Sons business units have still
been quite impressive.
This newsletter tells about success stories,
project awards, productive exhibitions and
interesting events attended by people in Ali &
Sons. But that’s not all. Also included in this
issue are the recent employee activities, i.e.
football tournament and UAE National Day
celebration and the launching of our new and
modern Ali & Sons Holding website. It is also
worth mentioning that there is a special feature
section that tells a story and talent of one of the
younger generation of Ali & Sons, Ms. Shamsa
Al Dhaheri.
This is an interesting material so I’m inviting
you to check this issue of the newsletter. I
promise you will not be dissapointed.
Shamis Al Dhaheri
GMD, Ali & Sons Holding LLC
In this regard, I would like to thank the
contributors of this newsletter for making this
issue possible with their rich content
contributions.
More so, I would also like to thank the readers
of this newsletter for taking time to read the
activities, happenings and developments in Ali &
Sons and its subsidiaries through the various
issues of the newsletter. Rest assured that you
will be updated on the Ali & Sons activities and
developments through this newsletter every
quarter so watch out for it.
Wish you all a happy read!

What’s in
the

ACCESS POINT MAGAZINE
DECEMBER ISSUE 2018
Ali & Sons launches new website
Ali & Sons Holding supports initiative
101 Creative Ideas for the Year
of Zayed
15 January marked the day when the initiative
101 Creative Ideas for the Year of Zayed
recognized their sponsors by presenting them in
a gathering at the Khalidiya Palace Hotel. Each
of the sponsors gave speech of acknowledgment
and appreciation.
This program was initiated to celebrate the
creative initiatives that made the Year of Zayed a
unique year.
In the effort to further enhance the image of
the company and to be able to cater to clients’
digital media exposure expectations, Ali & Sons
have launched the new Ali & Sons Holding
website. The website is designed to appear
simple but modern and dynamic, rich in content
and elegant in look and feel, corporate based
on the best industry practice for companies like
Ali & Sons. It is easy to navigate as there are
least tabs to click to go to your desired sections
most particularly the subsidiaries. The new
website also has the Arabic section which will
be activated very soon.
Present during the gathering were the sponsors
who supported the program including Ali & Sons
Group Managing Director Mr. Shamis Al Dhaheri
who gave a lovely and inspiring speech.
To visit the new website, click the same url:
www.ali-sons.com. It can be viewed through
most of the browsers. However, it is best to use
the Microsoft Edge so the features of the
website will be displayed at its finest.
Feedback and suggestions are encouraged by
sending email to alisonsgroup@ali-sons.
com.
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ACCESS POINT MAGAZINE
DECEMBER ISSUE 2018
Ali & Sons Celebrated UAE National Day
Ali & Sons together with the head office units, other Ali & Sons business units and divisions gathered
on 28 November 2018 to celebrate UAE’s 47th National Day.
The event was held in one of Ali & Sons showrooms, Volkswagen in Mussafah. Mr. Ahmed Al Dhaheri,
Ali & Sons Holding Chairman, Mr. Shamis Al Dhaheri, Ali & Sons Holding Group Managing Director, Mr.
Mohammed Al Dhaheri, Ali & Sons General Manager for Skoda UAE and Mr. Saeed Al Dhaheri, Ali &
Sons Investment Director graced the occasion by cutting the cake and participating in the UAE flag
formation which was done in the parking ground of the new AUDI Showroom Facility in Mussafah.
Indoor games for all the employees were prepared for everyone to participate and enjoy followed by
serving of the snacks after the flag formation.
Mr. Shamis in his speech said that it was indeed a pleasant sight that many of the employees were able
to attend the historic occasion which has become a yearly activity by Ali & Sons. He also mentioned that
the celebration was also intended to honor the UAE martyrs whose commemoration day is on 30th
November every year.
Mr. Mohammed also gave a speech welcoming and thanking everyone who attended the special event.
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Football Tournament 2018
It was indeed sweeter and
DECEMBER ISSUE 2018
feister the second time
around!
Ali & Sons held its second football tournament for six days on dates 22, 23, 25, 27, 29 November and
Finals on 6 December 2018.
For its second year of organizing the company tournament, HR Department made sure that it’s going
to be bigger in terms of number of players, competing teams and in terms of the venue.
The event was held at The Dome @Rawdhat football field. Players came from different business sectors,
partners and subsidiaries of the company and it was made sure that most if not everyone join to form
the teams.
Ali & Sons Group Managing Director Mr. Shamis Al Dhaheri and Ali & Sons Investments
Director Mr. Saeed Al Dhaheri graced the momentous opening after the parade of the
teams. Photo sessions can’t be missed as everyone including the audience posed
with their respective teams and with the Ali & Sons management.
The tournament after six weeks concluded successfully with Foodco
Holding team sealing the championship, AUDI securing the first runner-up
position, AS Contracting obtaining the second runner-up and EuroStar bagging
the third runner up place. The tournament is planned to take place on a yearly basis as
part of the Ali & Sons employees activities.
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ASC to construct its own PMV & Main Store
Yard
Excitements and Challenges always triggered us to expand and to grow
better and bolder.
ASC is thrilled to announce that it will be constructing its very own PMV & Main Store Yard in Al Dhafra,
Abu Dhabi.
The yard consist of 2,044 m2 build-up area and expected to be completed in 12 months.
ASC proved its commitment towards HSE
Standards
ASC once again proved its commitment towards
HSE Standards as acknowledged during the visits
of AECOM Middle East Leadership on 4th
November 2018 at Al Sofouh Project in Dubai.
Mr. Rustem Rangnathan, SHE Advisor of M/s
AECOM (Consultant for Al Sofouh Project)
expressed the successful visit by stating;
DECEMBER ISSUE 2018
“Expressing my sincere gratitude for having
made the Middle east leadership visit a success.
Mr. Mc Gauley Ian, Sr Vice President & Mr.
Bassam Al Khalil, Director-Construction
Services Abu Dhabi appreciated your efforts
for upholding ASC HSE standards. Please
continue and maintain the same standard.”
ASC promoted “Lung Cancer Awareness” as part
of the October 2018 Monthly HSE Themes
In support to the Monthly HSE Campaign and the commitment to promote a healthier workplace for
everyone, the Management of ASC decided to implement one (1) day “NO SMOKING DAY” across all
Ali & Sons Contracting Projects & Offices in the UAE on 31st of October 2018.
ASC Staff Celebrated the Christmas Season
Prior to the No Smoking Day, HSE team exerted an effort to promote and spread awareness on Lung
Cancer. The information session was held on 29th of October 2018 for ASC Head Office Staff and
carried out as well sessions across all ASC Projects for all levels of labour and staff.
ASC Head Office and Projects Staff arranged a gathering over the
weekend to celebrate the annual Christmas at Capital Park, Abu Dhabi.
With the theme #ASCFamilyIsLove
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ACCESS POINT MAGAZINE
DECEMBER ISSUE 2018
ASC participated once again with Welfare
Association 2018 Event under Golden
Sponsorship
ASC opens its Dubai Office
Due to our remarkable growth in business, we are delighted to announce the
opening of our Office in Dubai.
The opening was held on 20th December 2018, headed by our
Group Managing Director, Eng. Shamis Al Dhaheri, ASC General
Manager, Eng. Mohamad El Hage and all ASC Senior Management.
The new office is located at Sidra Tower (Fraser Suite), 15th Floor Room No. 1504 - 1505 Media
City, Sheikh Zayed Road, Dubai.
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Welfare Association (WA) is not-for-profit
organization established in Geneva, Switzerland,
in 1983 by Palestinian and Arab Business and
intellectual figures to support sustainable
development and provide humanitarian relief to
Palestinian people. It is an independent
development organization without political,
partisan or factional affiliation. WA is driven by
the values of national commitment,
independence and professionalism, and works
through the systematic identification of the
need and priorities of the Palestinian people, to
find proper mechanisms to make the most of
available funding sources.
Under the patronage of HE Sheikh
Nahyan bin Mubarak Al Nahyan,
the WA (Welfare Association)
conducted a Grand
Annual Event last
2nd of November
2018 in Abu Dhabi
at Etihad Towers the
Jumeirah Hotels wherein Ali & Sons
Contracting Company - Sole Proprietorship
LLC (ASC) had participated the said event under
Golden Sponsorship. The said annual event
hosted a live concert of the musical International
Palestinian Group “Lufti Bushnaq”, in support of
ECED and YES Projects in WA’s areas of work.
ASC welcomed their newly appointed PMV
Manager
The Management of ASC is pleased to announce
the appointment of Eng. Ibrahim Al-Khubaisi in the
capacity of PMV Manager.
The appointment of the new PMV Manager helps
continue our philosophy of picking the very best
talent to enhance our extremely high standards,
expansion of our team and growth of the company.
Please join us in welcoming Eng. Al-Khubaisi to Ali &
Sons Contracting Company.
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Ali & Sons Oil & Gas’ remarkable participation in ADIPEC 2018
DECEMBER ISSUE 2018
The 21st edition of the Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC 2018)
held between 12 - 15 November witnessed a huge participation from exhibitors and visitors, marking
the biggest edition since the exhibition’s inception in the year 1984.
ASOS participation this year was remarkable as it introduced five new companies to exhibit its latest
technologies in oil industry that attracted their clients.
in addition to the participation of 2,200 exhibiting companies from 67 countries including 33 NOC &
IOC as well as 29 country pavilions.
ASOS @ ADIPEC 2018 - One global industry. One city. One meeting place.
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• Stream-Flo Canada, a leading manufacturer of wellhead equipment
• Interpipe - Ukraine, world class steel mill manufacturing OCTG and industrial pipes
• Rubicon Oilfield, a diversified manufacturing & service company for downhole tools &
accessories,
• Rockpecker – UK, PDC drilling bit manufacturer
The show witnessed signature of a new agency agreement with Rig Quip a leading multinational
company for rig maintenance and repairs.
ASOS is also a proud sponsor for Young ADIPEC, a program aimed at High School students aged
between 14 and 17 years old and is designed to win the hearts and minds of today’s youth
and highlight the wealth and diversity of career opportunities in the sector. ASOS
stand welcomed 300+ Young ADIPEC Students and introduced them to oilfield
industry basics.
ASOS hosted a gathering dinner in Dahab restaurant at the 3rd day
of the show where all participants, guests and employees gathered and
celebrated this successful show.
It is worth to mention that the number of visitors to the this edition of the show exceeded 145,000,
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ACCESS POINT MAGAZINE
ASOS in ADIPEC 2018
Ali & Sons Oil & Gas ICV Success Story
DECEMBER ISSUE 2018
play the video here
ASOS was invited by ADNOC to participate in In Country Value (ICV) Success
stories video as one of seven companies shortlisted to present how ICV
program was a key player in their success in 2018.
This video was presented during ADIPEC 2018 in line to ADNOC annual
Business Partnership Forum during which it thanked the private sector for its
support during the implementation phase of its new ICV program, as it
delivers on its 2030 growth strategy.
ASOS worked closely and spent much time and effort to prepare for ICV certification and this was
translated in its success stories as a key player in the market and great supporter to the community.
Happy Birthday Mr. Ramzi!
On Thursday, 3rd of January 2019 ASOS celebrated Birthday of Mr. Ramzi Abulkhair (ASOS-
Downstream Manager). All ASOS employees would like to wish Mr. Ramzi a happy birthday and a
year full of success.
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ASMEF seals contract of ETR and ITR
packages from Siemens for Haliba Field Project
ASMEF - Tozzi JV signing agreement
DECEMBER ISSUE 2018
Ali & Sons Marine Engineering Factory (ASMEF)
has been awarded a contract for the Design,
Detail Engineering, Manufacture, Supply, FAT,
IFAT and Site Support of nine (9) Electrical
Technical Rooms (ETR) and 11 Instrument
Technical Room (ITR) by Siemens LLC – PD OM Oil
& Gas Marine for the end user Al Dhafra Petroleum
Operations Company Ltd. in Haliba Field
Development Project. The ETRs and the ITRs are
to be installed and used in the Haliba Field which
is one of the first targeted field for development
when Al Dhafra Petroleum Operations Company
Limited was formed out of a joint venture by Abu
Dhabi National Oil Company (ADNOC) and Korea
Abu Dhabi Oil Corporation (KADOC).
This award is very important for ASMEF to be
recognized in the O&G industry market as one of
the main hubs for building such modular structure
that is now becoming a major trend in the
onshore and offshore fields’ development. ASMEF
is currently bidding similar works for other major
EPC projects and have high probability of securing
some orders within this year.
Ali and Sons Marine Engineering
(ASMEF) and Tozzi have signed a JV
agreement in the UAE. The
agreement aims at combining the
local resources of (ASMEF) with the
experience, projects track records
and capabilities of Tozzi in Oil and
Gas field targeting to build an EPC model
specialized in Modularization, E-houses and
Process Packages.
ASMEF and Tozzi cooperation was established in
2016 when successfully completed 25 nos.
E-Houses for Mender filed development hence
the new alliance was built on the proven successful
cooperation offering a reliable and competitive
solutions able to satisfy the actual market
expectations.
ASMEF yard gets busy with ship repair works
ASMEF yard got busier with ship repair works
since October 2018. Major ship repair jobs were
undertaken from the last quarter of 2018 until
January 2019 for clients such as Khalid Faraj, Al
Mansoori and NMDC vessels. ASMEF also still
welcomed new clients during the first quarter of
2019 such as Advanced Consulting & Marine
Technology LLC and Dynamic Marine
Services FZC. With international Safety
records, quality work and on time
delivery, ASMEF Ship Repair
business will sustain its
market share and
strive to grow with
the coming market
needs.
ASMEF takes three Jack-up units
Ali and Sons Marine Engineering Factory (ASMEF) takes three Jackup
units making a total count of five Jack ups in the facility. The
contracted jack ups will have scope for recertification, modification
and maintenance work to be completed by ASMEF prior sailing to
the new location. Building on the recent achievement of completing
EF the major maintenance project of rig Muhaiyimat for ADNOC
Drilling, ASMEF
is expecting to
see more of
similar projects
from the
international
d r i l l i n g
contractors in
the region.
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DECEMBER ISSUE 2018
Presenting RUWAYA’s New Collections
THE FORT
RUWAYA - Upcoming collection
Qasr Al Hosn was the first permananent structure built during the 18th
century. Sheikh Shakhbut, moved the seat of power from Liwa to Abu Dhabi
Island, using the fort as his seat of government. The Fort by Ruwaya Jewellery
combines the buildings’ architectural elements with contemporary designs,
creating pieces that commemorate the historical building. The craftsmanship
guided by the lines and textures of Qasr Al Hosn result in pieces that embody
the strength and resilience of the nation.
ARABESQUE
LOUVRE
Inspired by the architectural marvel, The Louvre Abu Dhabi, this piece represents a geometric
combination of light, movement and art. Its bold yet soft appeal is both modern and daring. A truly
signature creation, it is sure to shine on those who wear it.
TREASURE ROSE
This collection is inspired by the Georgian
period where the jewellery was handcrafted
with incredibly labor-intensive processes. The
craftsmanship was an important element to
the jewellery during this period which
highlighted the authenticity of the pieces.
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In the honor of the year Zayed, Ruwaya jewellery looks to the architectural
details of the Sheikh Zayed Grand mosque for inspiration. Its beautifully
intricate architectural elements act as a source of influence for Ruwaya’s
Arabesque collection. The Arabesque collection is made with multi-color sapphires
adorned with diamonds creating bold and beautiful pieces expressing the Grand mosque’s
use of color and shadows.
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ACCESS POINT MAGAZINE
DECEMBER ISSUE 2018
RUWAYA - Celebrity Placements
Celebrities wearing AMWAJ pieces
Katerina Perez during Abu Dhabi International
Jewellery and Watch show
Kylie Jenner wearing Ruwaya earrings
Amwaj pieces had been worn by top international celebrities like: Angela
Sarafyan, Molly Sims, Lady Gaga, Poppy Delevingne, Q'orianka Kilcher,
Roselyn Sanchez, Tracee Ellis, Vanessa Hudgens in various music and
film events.
Amber Heard
Angela Sarafyan
Lady Gaga
Vanessa Hudgens Poppy Delevingne Roselyn Sanchez Phoebe Waller-Bridge
AMWAJ Exhibitions
Tiffany Haddish wearing Ruwaya earrings
to ‘The Oath’ Screening at the LA Film
Festival on September 25th in Los
Angeles, California.
19th International Jewelry & Watches Exhbition 2018
5-10 March 2018
Mideast Watch and Jewellery Show (EXPO) 2018
3-7 April 2018
45th Edition Middleast Watch and Jewellery Show 2018( EXPO)
2-5 October 2018
Abu Dhabi International Jewellery and Watch Show 2018 (JWS)
25-29- October 2018
Dubai International Jewellery Week 2018
14-17 November 2018
Jewellery Arabia Bahrain 2018
20-24 November 2018
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Volkswagen Teramont at Yas movies in the park
The Volkswagen Teramont at Yas movies in the park, that took place at Du Arena Yas Island, Abu Dhabi
brought 20,000 attendees who experienced a whole new level of outdoor family entertainment to
discover the all new Volkswagen Teramont seven seater.
The Teramont road show has combined different activities, evening movies, live music,
singing, dancing, comedy, props, crowd participation, an International West End cast,
food trucks and stalls, fun fair and carnival and themed activities.
DECEMBER ISSUE 2018
The guests have enjoyed to discover the “VW Room for more” activation
starting with a digital puzzle game, Room for surprise helping the family
to explore the car and the chance to win free pop corn, Room for
adventure to encourage families to get outdoors and take an adventure trip
together with the Teramont and Room for imagination section with the car placed in
the center with multiple balloons that has been given away to children. The VW team also
provided a VIP room near the big screen for our customers and special guests.
Volkswagen UAE National Offers
Ali & Sons Volkswagen has introduced its
most exclusive offer to date in celebration
of the UAE’s 47th National Day,“Volkswagen
National Offers”.
Ali & Sons Motors Co. LLC provides their
customers low finance interest rate solutions and
different benefit packages to choose from when
buying a new car.
The campaign started from the date of UAE
Flag Day on November 01 until December
31, 2018.
In addition, customers benefit from one
year comprehensive insurance on selected
models, five years extended warranty with
unlimited mileage, three years free service,
three years free roadside assistance and
free registration.
The promotion was applicable on various
Volkswagen models such as the: Jetta,
Passat, Arteon, Tiguan and Touareg.
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Touareg Road Show Event at GSEC
We have activated the New Touareg road show at the General Secretariat of Executive Council showing
the completely redeveloped new Touareg following test drives activities for the 400 staff of the GSEC.
During the three day-event, the coffee shop stand “Cafe Connect” has been positioned on the main
entrance of the building to connect people with each other physically as well as to build a unique
digital experience.
VOLKSWAGEN
DUB DRIVE GCC
2019 at Yas Marina
Abu Dhabi
Dub Drive plays an extremely important role
on the Ali & Sons Volkswagen calendar, as we
believe that we must take care of our customers
and spread the amazing Volkswagen brand
spirit among our club members, customers
and public.
Dub Drive has taken inspiration from an old
tradition, Wöerthersee Club Treffen, which is
the largest Volkswagen GTI event in the world.
The festival started off over 36 years ago in a
small village at lake Wöerthersee in Austria by
a few Volkswagen fans meeting up, showcasing
their cars and exchanging stories. Since then,
the event has grown into a 3 weeklong
festival attended by
hundreds of thousands of
Volkswagen fans from
all over Europe,
and is now
officially supported
by Volkswagen AG.
DECEMBER ISSUE 2018
Dub Drive is just at the start of its existence,
yet thanks to the fantastic success of 2017 &
2018 it has earned its spot on the annual
Volkswagen Middle East calendar. The aim of
Dub Drive is simple: to unite and reward
Volkswagen clubs and fans across the region
and to celebrate the love for the brand, the cars
and what Volkswagen stands for. The event is
certainly on the right path to become even
stronger and better year on year – we all hope
you will come and join the family and create this
unforgettable story with us on February 08 at
Yas Marina Circuit Abu Dhabi.
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DECEMBER ISSUE 2018
Audi Abu Dhabi invests AED100 million in state-of-the art new dealership in Al Mussafah
Following an investment of over AED 100 million, we have opened a new state-of-the-art dealership in
Mussafah as part of our continued expansion plan for Abu Dhabi.
The facility features a 60-bay workshop, with five bays dedicated to Audi Sport, plus one VIP bay
dedicated to VIP customers and limousines. It also houses a technical training centre, car washing &
detailing areas, a specialized accessories and parts area and 400+ customer parking bays.
Located in Mussafah and spanning over 28,500sqm, the new dealership is the largest A u d i
Approved:plus dealership in the UAE and showcases a selection of 45 pre-owned vehicles and 12 Audi
Sport models.
Commenting on the launch of the new showroom, Mark Austin, General Manager at Audi Abu Dhabi,
said:
“Ali & Sons is proud to launch this impressive and unique dealership, showcasing commitment to
the Audi brand in the region. The investment is testament to the continued high levels of customer
service that Audi Abu Dhabi is known for across the capital. It is important to us to not only create
a state-of-the-art building to provide the superior experience our customers have become
accustomed to, but also to look to the future and plan for the growth of Audi Abu Dhabi for the
years to come.”
Built with the latest technology features, the Mussafah dealership is designed with a sustainable build
and eco friendly properties, in line with Abu Dhabi’s Environment Vision 2030. The facility features LED
lighting throughout to increase energy efficiency and water recycling units to reduce water usage by up
to 70%. In the future it will also feature solar panels that will create enough energy to supply the entire
building, making it fully sustainable.
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The new facility officially opened in December 2018, with VIP guests and media given the chance for
an exclusive sneak peek of the all-new Audi e-tron – the first electric SUV from Audi, which will be
available to buy in quarter three 2019.
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DECEMBER ISSUE 2018
cont’d... Audi Abu Dhabi invests AED100 million in state of the art new dealership in Al Mussafah
In preparation for the introduction of Audi’s electric vehicles into the UAE,
Ali & Sons have also created a dedicated service area for the e-tron.
“With the introduction of the highly anticipated Audi e-tron and Audi’s plans to introduce
twelve production e-automobiles by 2025, it was important for us to plan for the future when
investing in our new site,” added Mr. Austin. “As part of this future-planning, we have included a
2-bay service area dedicated to electric vehicles, which we will be able to expand to 6 bays as
demand increases.”
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Audi Abu Dhabi increases sales by 6.8% in 2018
Audi Abu Dhabi have posted a year-on-year growth of 6.8% in 2018, in the face of competitive market
conditions. Growth was driven by sales of new Audi models introduced during the year, including the
all-new Audi A8, Q8, A7 and A6.
Audi Abu Dhabi led the way for regional sales of the luxury all-new Audi A8 for all GCC markets in
2018. This success was followed by strong sales for the first ever Audi Q8 model, which marked the
dawn of a new face for the bestselling Audi Q range, alongside new model launches for executive
saloon favourites, the Audi A7 Sportback and Audi A6.
Mark Austin, General Manager at Audi Abu Dhabi commented,
“2018 was a challenging year for the automotive market in the UAE but it is a great
achievement for Audi Abu Dhabi to have delivered strong growth during this
period. The new market introductions from Audi in 2018 demonstrated
innovative and progressive design, engineering and quality and
reinforced the brand promise of ‘Vorsprung durch Technik’,
showcasing advanced new technologies and the superior performance
that people have come to associate with the brand.”
DECEMBER ISSUE 2018
In order to ensure future sales volumes and customer needs are supported, Ali & Sons recently
invested AED 100 million in a state-of-the-art new dealership in Al Mussafah, which spans over
28,500sqm as part of the growth strategy for the Capital. “The investment in this impressive new
facility is a strong platform to support our ambition to drive continued growth in Audi Abu Dhabi for
the years to come,” added Mr. Austin.
“We look forward to 2019, with the exciting promise of the Audi e-tron - the first-ever electric SUV
from Audi, to come later in the year,” he concluded.
Ali & Sons to represent AVME in the world
finals 2019
On the 26 October 2018 Audi
Abu Dhabi, Musaffah attended
the regional finals of the Audi
Twin Cup to compete for the
chance to represent AVME in the
world finals in 2019.
Three teams entered two
technical and one non-technical
categories and each were put
through a number of both
practical and theory tests.
It was a long day but the end
result was well worth it with Ali
& Sons winning both categories
and third position also in the
technical.
To summarize Ali & Sons Audi
Abu Dhabi will be representing
AVME in the world finals in 2019
and will be competing against
the best the world has to offer.
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DECEMBER ISSUE 2018
Special
Feature
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DECEMBER ISSUE 2018
Looking through the eyes of an artist ----- an interview with Ms. Shamsa Al Dhaheri
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It didn’t take long for an Ali & Sons artist, Ms.
Shamsa Al Dhaheri to entertain a request for a
quick interview by Access Point Newsletter.
This was how the interview went.
AP: How was your experience post student after
graduation?
Shamsa: I graduated from NYUAD in 2017.
Transitioning from about 18 years of the same type
of school-schedule to being an “adult” was very
difficult for me as I was used to having the same
routine, going to school, coming back, doing my
homework, and repeat. I had to have a mental
transition to cope with the change and make use of
my fear of the unknown rather than fall victim to it.
AP: What’s the biggest thing you have learned, or
greatest revelation you’ve had, since graduation?
Shamsa: The biggest thing that I have learned after
graduating is that it’s okay to not have things figured
out and it’s fine to have time off to just reflect and
discover what you actually want. After long years in
a school environment, it’s very important to utilize
the time you have as a detached individual. It took
me a lot of time to understand this, especially since
there is so much pressure to know exactly where
you’re headed after graduation and where you see
yourself in five or 10 years assuming stability. It’s
fine to know exactly what you want, but I
feel there is no emphasis in stating that
it’s also fine if you don’t know what
you want to do. On the contrary,
I believe it might be the
best way to move
forward. There’s this
illusion that success
means you have to be
constantly pushing and killing
yourself with work but rest and reflection
are essential parts towards “success”.
AP: What do you like to do best in your spare time?
Why do you like doing it?
Shamsa: In my spare time I love spending it with my
family and friends, reading or painting. I challenge
myself to finish a book every month or two. I prefer
doing something that is calming or relaxing, giving
me a little break from the hectic day-to-day activities.
AP: You have a design talent. I know it runs in the
family. Would you want to discuss it? In what field
of design do you excel in?
Shamsa: From a very young age I’ve had an
attachment towards the arts. It was a form of
expression and a way to translate my imagination
into inventions and creations. Ever since I was a
child, I realized that art was the only tool that
allowed me to be myself fully, and without fear.
There were a lot of things in life that I couldn’t
understand or things that frustrated me. Art was my
way of understanding and thinking about these
issues. To me, an artwork is the equivalent of a
research paper but in a different form. It takes a lot
of studying and analyzing and many many drafts to
get it right. And sometimes I don’t get it right but
that’s fine too. It’s part of the process.
AP: I know you like arts but where do you see
yourself five years from now?
Shamsa: This is a very tough question. I am not
really sure. I try not to overwhelm myself with
thoughts on the future. My main focus is developing
myself from all aspects and take things one step at
a time.
AP: Ali & Sons has Amwaj as a subsidiary and
Madame Fatima has Ruwaya also in the jewellery
line. Do you plan to join one maybe both companies?
Or would you rather go to a slightly different path...
towards designing?
Shamsa: To join, maybe in the future, yes. But I
would definitely join the jewellery field as it is the
area I feel more excited about and it is the area I feel
more connected to.
I studied visual arts in university where I had the
opportunity to try different media and forms of
expression. I try to experiment and try different
things because, for me, the artistic tools I use depend
on the concepts and ideas that I formulate. I’m
actually not sure yet in what I excel at the most,
although I am constantly trying to challenge myself
technically and conceptually.
I want to gain more experience and knowledge and
also explore my many interests if ever I will join Ali &
sons. And hopefully when the time comes, I might
work for both Amwaj and Ruwaya as they are close
to my heart. They are drastically different in style
and image and I think it’s fun to dabble in both. I will
always be designing and making art no matter
where I decided to go. I believe my artistic abilities
enhances or adds to my job and visa versa.
AP: How was your experience interning for Ruwaya
Jewellery?
Shamsa: It was one of the most important
experiences of my life. Right after I graduated I
interned in Ruwaya Jewellery where I collaborated
with Fatima Al Dhaheri on creating an installation
for Dubai Design Week that same year. “The Palm
Tree” was launched as their new collection. I created
an installation specifically for it and we had an
amazingly positive feedback. It was a privilege and a
humbling experience to be given such an amazing
opportunity in handling a major event. I grew a lot
through this internship, learning event management,
marketing, and business management and so many
other impactful lessons. I would sit in on various
meetings spanning from jewellery design, marketing
strategies while also travelling for gem and stone
hunting. It was my first taste of the real world in all
its bitter sweetness.
AP: What is your current role or job?
Shamsa: I acquired my first job a year later in the
Department of Culture and Tourism under
Guggenheim Abu Dhabi Museum. I am also
currently enrolled in the Sheikha Salama Emerging
Artists Fellowship program honing my artistic
abilities.
AP: If you were to contribute something in the
family business, what would it be and why?
Shamsa: I would like to develop and expand the
creative sector of the company. Creativity leads to
innovation which is the best way towards progress
and the best way to move the company forward in
my opinion thus far.
AP: What advice can you impart to the readers of
this newsletter?
Shamsa: I advise people to get lost in what they
love and most importantly reflect. I highly encourage
people to not attach themselves to a job right after
graduation but to instead build their knowledge
and experience and not to fear instability. And while
things might not be how you meticulously planned,
that might turn out to be for the better. Don’t let
the image of what you’re supposed to be destroy
the opportunities that are right in front of you.
AP: Thank you Shamsa for this interview opportunity
and sharing you thoughts about art and your future
plans. Good luck on your future endeavours.
-end-
39

Ali & Sons Holding L.L.C.
P.O. Box 915 Abu Dhabi, UAE
T+9712 672 3900 | F+ 9712 672 3901
www.ali-sons.com
Special thanks to
all Ali & Sons’ Owned Businesses
for Contents and Images:
AS Contracting
AS Motors (Audi, Porsche, Skoda, Volkswagen)
AS Building Materials (Spectrum Light Block, Spectrum
Glass & Metal Industries Factory, MaxRock)
AS Oil & Gas
AS Interiors
ASMEF
AMWAJ/ Ruwaya
Eurostar
Ali & Sons Marketing & Corporate Communications would like to know hear from you. Please email us at
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