170 HORSES
UNDER ONE ROOF

The UAE is a major market for Mitsubishi Motors which constantly among the top three importers into the country via Al Habtoor Motors (AHM), its local exclusive distributor.

So a new product launch is a big deal. But AHM is up to it because its parent company is also one of the UAE's leading hospitality companies.


So on the 18th September 2006 the local press & TV along with many VIP guests from commerce & government gathered at the Habtoor Grand Resort & Spa at Jumeirah Beach for a glamorous and fun evening.

The invitation was to see '170 horses under one roof' and guests were indeed greeted by a thoroughbred horses at the ballroom's entrance. As they stepped into the ballroom, the guests saw the candle lit ballroom featuring a stable theme, and a spectacular laser show. The air was filled with the sound of horses galloping and neighing. 


The horse and Wild West theme were completed by Western dancers and hosts & hostesses dressed to match. Complete with a performance from the Anchorman that would have thoroughly pleased John Wayne.

Sultan Al Habtoor, Ahmed Khalaf Al Habtoor, Katsuya Onoda joined in the fun on stage and we were treated to the sight of these serious senior businessmen heading to the central stable. Suddenly from the stable two beams of lights pierced the dim lights of the ballroom. 

To the sounds of music and clapping an exciting new car - dressed all in black of course - appeared on stage.

It was the launch of the All-New 170 horsepower Mitsubishi Galant.

Enthusiastic about the launch, Ahmed Khalaf Al Habtoor commented, "The new Mitsubishi Galant helps us focus on a growing sector of the UAE's automotive market: mid-size saloons are indicative of an economy that is booming and developing a depth. It means we are ideally placed to serve this valuable yet competitive sector with a quality product that looks good and performs well and is easy to run."

Shintano Hirano, from Mitsubishi, added "The addition of the new model Galant will add more muscle to our saloon line-up and the UAE market will have a Mitsubishi car that matches the need of every kind of customer."

VIP guests from Al Habtoor Group included Khalaf Al Habtoor, the Group Chairman & Founder, Sultan Al Habtoor, President of AHM and Ahmed Khalaf Al Habtoor, CEO of AHM along with other Group & Company Management. Also present on the occasion were Katsuya Onoda, Shintaro Hirano and Kazuhiro Makamura from Mitsubishi Japan.

One of the guests, representing a leading automobile magazine in the UAE said, "The hype created by the whole '170 horses under one roof' campaign truly turned out to be a brilliant idea to launch a car of this order. Though a much-desired car among the people who loved the fast track, Mitsubishi had disappointed the motorists by discontinuing the Galant many times since its first launch in 1969. This all-new model promises to surely please the automobile enthusiasts as well as for prospective buyers searching for a reliable, and reasonably priced midsize car which at the same time satisfies their need for a trendy and glitzy design and plush comforts." 

The all-new Galant is a powerful contender to take significant market share from Toyota's Camry and Nissan's Altima in the important mid-sized sector. 

The original Mitsubishi Galant was a compact sedan but, over time, it has evolved into a larger mid-size car. In 1969, the very first Galant customer drove his new car out of the dealership and into motoring history. Constant technical innovation & startling styling by Mitsubishi engineers have constantly developed the Galant and made it an icon in the sector and also helped it to sporting success - paralleling that of its even better know little brother the Mitsubishi Lancer EVO. 

Al Habtoor Motors' knowledge and skill have helped them gain a premiere position in the UAE's incredibly competitive automotive market giving them a leading position unsurpassed anywhere else in Mitsubishi's world. The partnership has been valuable to all concerned and bodes well for a long & prosperous future together.

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