AB Majlis podcast: From mechanic to CEO – Al Masaood's Irfan Tansel steers auto dealer through digital age

Arabian Business

31-01-2025

For over four decades, Irfan Tansel has been a part of the automotive industry, from his early days as a mechanic in Germany to his current role as CEO of Al Masaood, Tansel has witnessed the evolution of a sector – particularly in the UAE, where the industry has rapidly evolved to embrace digitalisation, customer-centric experiences, and the rise of electric vehicles (EVs).
Tansel's passion for automobiles started at just 15 years old in Germany. 'I started as an apprentice to become a mechanic, the benefit of that is I had the privilege to work in every aspect of our business – from bolts and nuts to selling vehicles to creating strategies and marketing activities. That helped me understand how decisions impact the people you work with and lead,' he said in the latest episode of AB Majlis.
As part of Al Masaood's current strategy, Tansel highlighted two major transformation initiatives – Project Falcon and Falcon 2.0.
'Project Falcon was about looking inside at our people, processes, and policies shaping ourselves to be the best version of our organisation,' he explained.
'Falcon 2.0, on the other hand, is about looking outward at market share diversification, customer centricity, and, most importantly, innovation,' he added.
The name 'Falcon' was chosen for a reason. 'Operating in Abu Dhabi, the capital of the UAE, the falcon is an icon. It symbolises speed, agility, and foresight, attributes that we needed to embrace as an organisation,' he said.
Over the years, Tansel has observed a significant shift in consumer preferences, particularly with the rise of digitalisation.
'People start their car-buying journey on their phones—researching prices, comparing models—before visiting a showroom. The role of showrooms has changed; it's now about brand experience, about feeling and touching the car rather than just gathering information,' he explained.
EV adoption in the UAE
With the global push toward sustainability, electric vehicles (EVs) are gaining momentum, but Tansel believes mass adoption in the UAE will take time.
'EVs are here, and they are dominating discussions in the industry but adoption in the UAE is slower because it requires infrastructure such as charging stations, ease of access, and legislative support. Many residents live in high-rise buildings that are not equipped for mass EV charging, so it will take time,' he explained.
Despite challenges, he remains optimistic. 'The UAE is a champion of commitment. When the leadership sets a vision, it gets done. The government is providing incentives like registration discounts and charging subsidies, and over time, infrastructure will follow.'
Yet, he acknowledges a major cultural hurdle: car enthusiasts' love for traditional combustion engines. 'You're looking at one!' he laughed. 'Petrolheads love the sound, the feel, the power of an engine. EVs don't provide that sensory experience. That's why traditional engines aren't going anywhere. They'll always have a place.'
An innovation-led future
Looking ahead, Al Masaood is preparing for the next wave of automotive evolution.
'Falcon 2.0 addresses key industry shifts, including electrification and the rise of autonomous vehicles. Autonomous driving won't be mainstream in the next five years, it requires significant legislation. Who takes responsibility if something goes wrong?' he questioned.
Another major challenge? The shift to EVs will impact after-sales revenue. 'Electric vehicles have 60 per cent fewer moving parts than traditional cars, meaning lower maintenance costs. That's why dealerships must diversify their revenue streams,' Tansel explained.
Ultimately, the CEO sees Al Masaood's role not just in selling cars but in offering unparalleled service. 'Our product isn't just vehicles – it's convenience, affordability, and customer experience. That's what we are innovating for,' he concluded.
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