AbouGhali Auto Leads a New Era in the Automotive Industry with the Launch of Sandstorm in Egypt

With a clear vision and a strong grasp of the market needs, AbouGhali fills an apparent void in the market with the launch of Sandstorm in Egypt. Brought by AbouGhali Auto, the bold Emirati brand makes its debut in the Egyptian automotive market with its double-cabin pick-up, offering top-tier specification at unrivalled prices supported by the GAFTA agreement.

 

The launch of this brand is just the beginning of a promising future and a new Era in the automotive industry led by AbouGhali Auto. With definite plans, a well-defined strategy, and a longstanding legacy, AbouGhali earned the trust of their Emirati partners, marking a step forward in positioning Egypt as an exporting hub of Sandstorm to other regions around the globe.

 

On the sidelines of the launch event, we had an in-depth conversation with Eng. Moustafa Abou Ghali, CEO of Abou Ghali Auto, where he extensively shares insights on the launch of Sandstorm in Egypt and speaks further on the company’s vision that extends beyond being the brand’s distributors in the market.

First, congratulations on the launch of Sandstorm in Egypt. Could you please tell us what inspired the decision to bring an Emirati automotive brand to Egypt?

Actually, there are several factors that contribute to this decision. First, which is the most important pillar, is the quality. The UAE has stringent regulations when it comes to road safety and the types of vehicles it allows on its own roads. Accordingly, when the Emiratis decide to embark on a vehicle manufacturing endeavor, you can rest assured that the quality and specifications of this vehicle are impeccable. 

 

Secondly, we have strong confidence in our partnership with the Emirati shareholders and we believe it holds great promise. Sandstorm is owned by Alpha Dhabi Holding, a subsidiary of IHC (International Holding Company), the largest Emirati conglomerate by market capitalization, listed on the Abu Dhabi stock market, and is worth more than 200billion dollars. With shareholders as strong and serious as these conglomerates, we are confident that they’re in for long-term, worthwhile investments, both locally and regionally. 

 

Third, which is a pivotal reason why AbouGhali Auto decided on this launch, is that Egypt and the UAE are part of the GAFTA (Greater Arab Free Trade Area), and by virtue of this agreement, vehicles originating from the UAE and imported to Egypt are customs-exempt. Hence, the commercial aspect of the business, placing Sandstorm vehicles ahead of the competition with unrivalled customs-free price.

 

Last but not least, the fact that we’re witnessing the launch of an Arab car with marvelous potential is very promising, and I believe Sandstorm will have a great future here in Egypt. Worth mentioning, our Emirati partners are keen on positioning Egypt as the hub for the growth of this brand in the region.

One main, clear reason: there are no double-cabin pickups in Egypt, so we are market leaders and exclusive providers of this type of vehicle in the country. Moreover, our competitors are double our price, and the fact that we are part of the GAFTA agreement has given us the privilege of providing the excellence of Emirati quality standards at unmatched prices. 

 

How does this launch align with your company’s long-term vision? And will any part of the manufacturing or assembly take place in Egypt in the long run?

The launch of Sandstorm is strongly and perfectly in line with our strategic direction. Currently, we are importers, distributors, and after-sales service providers of different brands in Egypt; now this Sandstorm project is here for us to turn our vision and aspirations into reality. The launch of Sandstorm creates for us the opportunity of capitalizing on customs-duty tax breaks between the participating countries, namely the UAE in this case. On top of all that, and most notably, this launch emphasizes our vision and model, which is in line with the state’s vision to reduce reliance on foreign currency in importing – Sandstorm vehicles are being paid for in EGP – hence, we loosen the pressure on US dollars in Egypt. Moreover, this launch comes at a time when Egypt is committed and keen to supporting the private sector companies and empowering them to fulfill their aspirations of local production for exporting purposes, and accordingly increase US dollar flow through exports.

 

I would also like to highlight that there are ongoing discussions – close to materializing – regarding the manufacturing of Sandstorm locally, which will allow us to export from Egypt into the regional and global markets.  As we speak, AbouGhali Auto has a factory under construction in the northern Gulf of Suez, minutes away from the port. Hopefully, within the year 2026, we will see our vehicles rolling out of this facility and being exported to many global markets around us.

 

The fact that Sandstorm shareholders have decided on Egypt as the production hub and base through which these vehicles will be exported to the world, gives us here at AbouGhali Auto an edge that we are making the best of and capitalizing on to the fullest extent 

 

In your opinion, what factors will contribute to Sandstorm gaining traction in Egypt?

First and foremost, quality. Second, an impeccable price in comparison to our competition. Third is our service network, which will enable us to spread the vehicles to our valuable customers hassle-free.

These vehicles are very versatile, considered and classified as passenger vehicles, or as the Egyptian customs label them, word by word, ‘transporting passengers and goods together’. This type of vehicle is one that would go from city to city carrying families and their goods together, so it is the car of choice; it is a pickup passenger truck. 

 

Our customers go beyond individual use and are not just adventurous enthusiasts; they are oil and gas companies, land reclamation companies, as well as construction and real estate companies, to name a few. This categorization is not just by segmentation but by proof of concept. When we first imported 30 vehicles as a sample to test the market, the amount of demand we witnessed was impressive. I can confidently say the launch was born successful and that there is an apparent void in the market that we are filling right now.

 

AbouGhali Auto is already fully and strongly engaged in the automotive sector. We have our showrooms and service centers, through us and the dealer network all over Egypt. With all dedication, we will ensure providing enough Sandstorm vehicles – not only through us but also through our dealers – to cater to our exponentially growing customer demand. 

 

Additionally, we are working with a very strong financing partner, Beltone, which acts as the global coordinator between us and Sandstorm. We have an agreement through their leasing arm ‘Beltone Leasing’, and their consumer finance arm ‘Seven’ in order to extend credit facilities to our customers, whether corporate or individual. 

Without a doubt, we’ve ticked all the boxes with the launch of this product, and we are surely leading the double-cabin vehicle market in Egypt, and this will definitely stir competition. In the face of expected competition, we will always remain consistent in fulfilling the market needs and ensure that we are providing unrivalled after-sales service. Additionally, we work closely with the traffic department to ensure that all traffic letters issued by the Customs Authority are fulfilled under the Egyptian law.

First, I’m excited that today I will be meeting with the media, fellow dealers, and guests to thoroughly explain to them what we’re doing and what this launch means to us. But most importantly, I am really delighted because I feel I am doing something of great value with the launch and plans we have for Sandstorm. With this launch, AbouGhali Auto is not following the tribe – with all respect served to our colleagues in the industry – we are doing something different and for the first time. This is the first Arab vehicle in Egypt, and the first free-trade agreement and custom-duty relief, and the first time for Egypt to become a hub for a brand to go out to the globe, and the first time to team up with such strong partners in the UAE.

 

Furthermore, at the heart of it and above all else, I am honored that for the first time, we are aligned with the government’s direction. Egypt holds immense potential that is sometimes overlooked by local investors, whereas international investors see this potential in a much different way than we do. Egypt is prepared to take a leap that needs to be realized by many Egyptian institutions; we are gifted with the location and the infrastructure that now, we all should leverage. Hadn’t it been for our President’s vision and deep commitment to create the necessary environment for Egypt to take that leap, we wouldn’t have accomplished what we are witnessing today. And as part of the private sector, I say, we must use what has been prepared for us to help ourselves and help our country. There is a big leap that Egypt is about to witness, and smart people should be part of that leap.