SHIFT, AWR Automotive’s car rental and leasing company, is celebrating its 18th anniversary, having grown from a standing start in 2008 to a fleet of over 13,000 vehicles serving individuals and businesses across the UAE.
The milestone comes as the automotive market continues to evolve, with traditional vehicle ownership increasingly complemented by alternatives such as short-term rental, long-term leasing and more flexible vehicle access models.
For AWR Automotive, SHIFT’s established position in rental, leasing and fleet management demonstrates the breadth of its operations alongside vehicle distribution and retail. Its 18-year track record contributes to a diversified portfolio designed to meet different customer needs, from vehicle ownership to flexible mobility solutions.
Diversified portfolio
“For us at AWR Automotive, this reinforces the importance of a diversified portfolio. Vehicle distribution and retail remain central to our business, complemented by rental, leasing and fleet management through SHIFT,” stated Tom Fux, Chief Executive Officer, AWR Automotive.
Over the past 18 years, SHIFT has expanded its operations and service offering to encompass short- and long-term vehicle rental, leasing, van and truck rental, and corporate fleet management. Today, the company serves more than 700 corporate clients, alongside individual customers across the UAE.
Growth
This growth has been supported by a continued focus on customer convenience and digital services. Customers can access SHIFT through online and WhatsApp bookings, a 24-hour contact centre and Zaina, its AI-powered chatbot. Additional services include vehicle delivery and round-the-clock roadside assistance.
“Reaching this milestone is a testament to the dedication of our people and the confidence our customers have placed in us over the years,” commented Peter Retief, Director, SHIFT.
