F1rst Motors

What F1rst Motors does

F1rst Motors L.L.C is a Dubai-based, privately held luxury and hypercar dealership founded in 2021, operating from a flagship showroom on Sheikh Zayed Road in Al Quoz. The company buys and sells new and pre-owned vehicles from premium brands including Bugatti, Ferrari, Lamborghini, Pagani, Mercedes-Benz, Rolls-Royce, McLaren, and Porsche, with disclosed inventory exceeding $250 million and more than 1,000 vehicles sold since inception. Its target customer is the ultra-high-net-worth collector or enthusiast in the Middle East, with positioning explicitly framed as a destination for international collectors as well.

The business runs on a direct-to-consumer model through the physical showroom and an e-commerce website, supplemented by a content and tools layer (Car Specs database, Compare Cars tool, Sold Cars archive, 360-degree virtual tour, News & Blogs). Adjacent revenue streams include a premium number plate trading desk and a Shop Frames line for luxury car-themed digital art and merchandise. The company has invested heavily in social brand-building across YouTube, Instagram, LinkedIn, Facebook, and TikTok, claiming 60+ million monthly reach and 3+ million followers, which functions as a top-of-funnel demand engine.

There is no proprietary technology stack disclosed; the offering is a curated, white-glove retail and content experience rather than a software platform. The model is operationally leveraged to Dubai as a single physical anchor, which exposes the business to regional geopolitical shocks — the showroom temporarily closed during the March 2026 Iran-Gulf conflict, and management reported an approximately 30% decline in business on reopening. No institutional funding, parent company, or acquisition activity is disclosed, indicating founder- or family-owned private ownership.

Name

F1rst Motors

Legal name

F1rst Motors L.L.C

Website

https://f1rstmotors.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

F1rst Motors is a Dubai-based luxury and hypercar dealership founded in 2021, selling new and pre-owned vehicles from Bugatti, Ferrari, Lamborghini, Pagani, Rolls-Royce, McLaren, Mercedes-Benz, and Porsche to ultra-high-net-worth collectors in the Middle East and internationally.

Ownership category

akta.pro rank

Product category

Luxury Car Dealership

NAICS

Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Exotic Supercar Rentals (THADAMAA)

Keywords

• Luxury car dealership
• Exotic car showroom
• Premium vehicle sales
• Luxury automobile retail
• Supercar trading

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: Sale of new and pre-owned luxury vehicles including Bugatti, Ferrari, Lamborghini, Pagani, Mercedes-Benz, Rolls-Royce, McLaren, and Porsche. Revenue generated through one-time transaction sales of individual vehicles priced at high values.
2. Vehicle Purchase (Sell My Car): Buying luxury vehicles from customers who want to sell their cars to the dealership.
3. Number Plates: Buy and sell premium car number plates as an additional revenue stream.
4. Luxury Car Frames: Sale of luxury car frames and digital art merchandise.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

F1rst Motors operates a luxury car dealership and flagship showroom on Sheikh Zayed Road in Dubai, selling new and pre-owned supercars, hypercars, and luxury vehicles from brands including Bugatti, Ferrari, Lamborghini, Pagani, Mercedes-Benz, Rolls-Royce, McLaren, and Porsche. The company also offers a Sell-My-Car service for owners looking to trade in vehicles, a number plate buy/sell service, and digital car-themed art frames sold through its online platform.

Product overview

F1rst Motors is a Dubai-based luxury car dealership and showroom offering a unified platform for buying, selling, and researching high-end vehicles. The core offering centers on selling luxury and hypercars from exclusive brands including Bugatti, Ferrari, Lamborghini, Pagani, Mercedes-Benz, Rolls-Royce, McLaren, and Porsche. Supporting services include a 'Sell My Car' service for those looking to trade in vehicles, 'Number Plates' for buying/selling license plates, 'Car Specs' for research, 'Compare Cars' for model comparisons, 'Shop Frames' for digital art, and a '360 Tour' for virtual showroom exploration. The company also maintains a 'News & Blogs' section and a 'Sold Car Archive' showcasing their track record. F1rst Motors LLC was established in 2021 and has sold over 1,000 vehicles with a current inventory worth $250+ million.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Car Sales (Available Inventory) Sale of new and pre-owned luxury and hypercars from exclusive brands including Bugatti, Ferrari, Lamborghini, Pagani, Mercedes-Benz, Rolls-Royce, McLaren, and Porsche from the Dubai flagship showroom. Targeted at ultra-high-net-worth individual collectors and enthusiasts.
• Sell My Car Assistance service for luxury vehicle owners who want to sell their cars to the dealership, with a streamlined process including number plate details, document upload, and contact information submission.
• Number Plates Buy or sell luxury and premium car number plates through the F1rst Motors platform, serving collectors and enthusiasts who value distinctive UAE plates.
• Shop Frames Digital art and luxury-car-themed frames sold through the F1rst Motors platform as branded merchandise for automotive enthusiasts and fans of the showroom's brands.

Quantifiable outcome

• Successfully sold over 1,000 vehicles since 2021 establishment
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest US automotive retailer with new and pre-owned vehicle operations; overlaps with F1rst Motors' buy/sell pre-owned luxury model at much larger scale, serving as a broad benchmark for dealership economics and capital intensity.
• CarMax: US used-vehicle retailer with a national omni-channel model; comparable to F1rst's pre-owned luxury purchase ('Sell My Car') and retail operations, though at mass-market scale rather than ultra-luxury.

Direct peers

• Galpin Motors: Large US luxury and exotic dealer group (including Aston Martin, Bugatti, Ferrari, Rolls-Royce), directly comparable to F1rst as a multi-brand premium showroom operator with strong social-media-led brand presence.
• Al Naboodah Automobiles: UAE dealer group handling Porsche, Audi and Volkswagen, sharing F1rst Motors' direct-to-consumer showroom model in Dubai and overlapping on the Porsche brand that makes up a meaningful portion of F1rst's inventory.
• Premier Motors: Long-established UAE luxury and exotic car dealer (Ferrari, Maserati, Aston Martin official importer), operating a flagship showroom on Dubai's Sheikh Zayed Road — directly comparable to F1rst Motors in geography, customer segment and brand mix.
• Sytner: UK's largest luxury car retailer (part of the Constellation Automotive Group) selling Ferrari, Bentley, Rolls-Royce, Lamborghini and Porsche — analogous to F1rst Motors as a high-end multi-brand dealer group targeting HNW buyers.
• Braman Motors: US luxury and exotic car dealer group selling Bentley, Rolls-Royce, Porsche and McLaren — the closest overseas analogue to F1rst Motors in terms of multi-brand luxury showroom operations and UHNW customer targeting.
• AGMC (Alex Karim Group Motors Company): Dubai-based official dealer for Rolls-Royce, Bentley, Lamborghini and BMW, selling the same ultra-luxury marques that anchor F1rst Motors' inventory to the same UHNW clientele in the same showroom corridor.
• Manhattan Motorcars: New York-based exotic and luxury car dealership carrying Bentley, Lamborghini, Rolls-Royce, Porsche and McLaren, comparable to F1rst Motors as a destination showroom for supercar/hypercar collectors in a global luxury capital.
• Al Ain Class Motors Group: Major UAE automotive group operating multiple luxury and mass-market brands, comparable to F1rst as a multi-brand UAE-based dealer serving the same regional HNW and aspirational customer pool.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/F1RSTMOTORS
• Facebookfacebook.com/F1RSTMOTORS
• LinkedInlinkedin.com/company/f1rst-motors
• Instagraminstagram.com/f1rstmotors
• TikToktiktok.com/@f1rstmotors

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about F1rst Motors