Luxury cars and supercars are second nature to Karl Hamer, CEO of Adamas Motors, representing luxury vehicle franchises in Bahrain, UAE & Hong Kong. Charles Cooksey had an exclusive audience with Hamer, as he discussed at length not only what luxury vehicles mean to him, but what the true essence of luxury is in life and business. A man of rich anecdotes and adventures.
Can you discuss a recent innovation that has made an impact on your operations, the larger industry, or your customers?
The biggest shift we’ve seen for almost 100 years is the move toward electric vehicles (EVs) and sustainable tech. With EV infrastructure still developing, especially in the Middle East, we’ve made it easy for customers by including at-home chargers with every EV purchase. Charging at home means no more trips to the petrol station, which is ideal for city driving here.
Customer experience is everything to us. We’re building new service centers with amenities like coffee shops, drive-in service receptions, viewing rooms with more comfortable spaces because we know customers still want that special in-person experience – to test drive, see, and feel the car before committing. While there’s a lot of talk about online car buying, I believe a personal touch remains essential. Our customers are our priorities.
In a fast-paced market, our top priority is making sure customers feel supported and confident in their choices. For us, it’s about being there every step of the way so they know they’re valued and well taken care of.
How do you foster a successful work environment?
Creating a successful work environment starts with respect and commitment to everyone in our team. I’ve worked to build a culture where every voice matters—whether it’s a manager or our office staff. Our people feel truly part of something special, and that shows in how they approach their roles and day to day activities.
Dubai was the start of the journey to grow this vision, now Bahrain is also very important to our company’s portfolio. Our wonderful showroom in Moda Mall with four luxury brands being Aston Martin, Lotus, INEOS and Morgan. We’re fostering a family-like atmosphere, and our employees’ dedication reflects that—even during the recent flooding in Dubai, they made it to work, putting the company and the customers first.
Our strategy is built on a passion for the customer and a vision of excellence. From the time in buying cars to our aftersales experience, we ensure our vision of excellence is part of our DNA. We’re developing state-of-the-art facilities and a strong brand identity that’s about more than cars—it’s a lifestyle experience. With major growth across the GCC and beyond, our goal is clear: to be the best in the industry and eventually expand into a public trading company with our European investors.
What inspired you to enter the automotive industry?
Starting this company was about more than just business—it was about building something special. Our journey has started but there is still a long way to go. This venture isn’t about personal success, it is about creating a thriving business that supports our team and contributes meaningfully to the region’s economy. We aim to build a legacy of quality and innovation, and I am honoured to share this journey with those who believe in our vision.
With a few key investors, we decided to build, starting from a small office and no brands, only a vision. Today, we have established brands, completed impressive facilities, and secured our place in a competitive market. We are also humbled to be recognised for some of the best performances globally.
Can you share a particular moment in your career that significantly influenced your leadership style?
Leading Adamas Motors has been transformative, especially as I transitioned from a public company environment to building a company that feels more like a family. Our corporate culture is one where every employee, from the most junior to senior executives, is respected and valued, which has created a loyal and driven team.
Working in the UAE and Bahrain has shown me the power of community and respect. It’s a business landscape that values diversity and inclusion, which has greatly influenced my leadership approach. It has been really rewarding to embrace this evolution in a region which has a modern and positive outlook. The Middle East is a place of progress and unity and the regional atmosphere has enhanced my perspective on life and business, many other countries should take inspiration and ideas that create a positive and inclusive environment for their people.
In hindsight, is there anything you wish to have done differently in your career or as a leader?
My grandfather always advised me to remember where we come from to be able to know where we want to go. If I could do it over, I’d have moved to the Middle East much sooner—in my twenties, not my forties. My time here has shown me the importance of embracing a broader perspective. In Europe, business feels sterile and over structured; here, it’s vibrant and personal.
Our headquarters here in the UAE and Bahrain reflects our commitment to the region, where we feel a deep connection to our customers and the community as well as to our country’s leaders, where everyone belongs.
How do you manage that and avoid burnout?
Building Adamas Motors from the ground up has been demanding, yet incredibly rewarding. Unlike previous roles, where established structures were in place, starting from scratch here has required a hands-on approach, which keeps me connected to every part of the business.
Burnout is always a risk, but I don’t think of it as work – it’s a way of life and passion and being responsible for others by making a difference and adding value. My main interest out of the office is caring for my children and grandchildren. On Saturdays, you can also find me looking after my horses in Jebel Ali who remind me on a regular basis who is really in charge.
.
