The first Lincoln concept showroom in the region is to take shape on Dubai’s Al Ittihad Road, and on its opening in 2018 will be a 120,000-square feet showpiece.

The development of the concept — branded “The Lincoln Way” — was based on research across luxury retailing experiences from different sectors, including hospitality.

Future customers will experience a more engaging purchasing and ownership experience crafted to their individual needs.

“This showroom will help bring to life the nearly 100–year history of the brand as well as highlight the personalised service and attention that Lincoln offers,” said Ashok Khanna, CEO, Al Tayer Motors, the local dealership.

“We are excited to commence development on the first new-look Lincoln concept showroom in the Middle East.”

Meanwhile, Lamborghini Dubai has moved into its new showroom and service centre on Shaikh Zayed Road.

Owned and operated by Al Jaziri Motors, the formal opening will be held later in the year.

The 30,000 square feet facility — the largest Lamborghini showroom and service centre in the world — operates on three levels and with two private display areas.

Designed by the Uruguayan architect Carlos Ott, it features an external glass façade suspended by steel cables.

“The new showroom marks the next step for Lamborghini in Dubai, reflecting growing demand for both Lamborghini V10 and V12 super sportscars and, of course, the expected arrival of the Lamborghini Urus SUV in 2018,” said Badr Al Jaziri, general manager of Al Jaziri Motors. “Our significant investment reflects Dubai’s position as a major Lamborghini market and, importantly, brings both sales and after-sales together at the same location.”