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Aldaheri (right) at the rebranding ceremony.

Abu Dhabi vehicle firm Al Wathba gets new identity

ABU DHABI, December 20, 2014

Al Wathba Services, a key vehicle management business headquartered in Abu Dhabi, has rebranded itself as Massar (path in Arabic) with immediate effect.

Massar is a long established, commercially successful and market leading business which began operations in 1999, managing the vehicles of Abu Dhabi Water & Electricity Authority (Adwea), said a statement from the company.

Since then, it has grown exponentially, operating throughout the UAE, with annual sales of almost Dh500 million ($136 million) besides more than 400 customers and over 15,000 vehicles under leasing and fleet management.

Massar aims to become the leading provider of vehicle mobility solutions in the UAE and to expand its regional footprint to other GCC countries, the statement added.

Massar also operates a B2B and B2C vehicle rental business under the Payless franchise of Avis Budget Group.

Most recently, Massar has developed a supply chain management solutions division, which effectively takes control of customers’ entire supply chain. Services include driver hiring, routing and scheduling, dispatching, fleet sizing, delivery management and documentation control.

Khalaf Aldaheri, the chairman of Massar, said: "This is a highly significant day in the history of our company. The timing of our rebrand is even more appropriate, with the UAE having just celebrated National Day. The country has gone from strength to strength driving economic development and prosperity through innovation."

"Our company has played its part on this journey, and boasts a rich heritage of serving businesses in the UAE for more than fifteen years. We have grown our product offering to suit a more discerning customer, and our new brand embodies this," stated Aldaheri.

CEO Paul Greenwood said this was the ideal time to refresh its brand and commence the next stage of the company’s growth.

"Massar means “path” in Arabic, which resonates with the fundamentals of our business, managing our customers’ mobile assets and setting them on the right path. Everything we do is geared towards keeping cargo, cars and companies moving forward through our commitment to innovation and excellence," he added.-TradeArabia News Service




Tags: abu dhabi | vehicle | Identity |

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