The Automotive industry across the Middle East and North Africa is evolving rapidly. Market growth, digital transformation, electrification, and rising customer expectations are all driving the need for new skills, new thinking, and new leadership at every level.
Recognising this, AMENA and Georgian College have partnered to launch a suite of bespoke, regionally adapted qualifications for the MENA Automotive sector. Designed specifically for OEMs and Dealers/Importers, the new programmes will help businesses across the region to develop high-performing teams and future-ready leaders.
Following an exclusive VIP Executive Workshop in Dubai, the first cohort of the new programme is set to commence in the third week of October 2025 — marking the start of an exciting new chapter for Automotive education and leadership development in the region.
A Shared Vision for Industry Excellence
The collaboration between AMENA — the region’s leading Automotive consultancy and training partner — and Georgian College — one of the world’s most respected Automotive business education providers — is built on a shared vision:
* To create world-class, regionally relevant, and practically focused qualifications for MENA’s Automotive professionals.
* To bridge the gap between academic excellence and the operational realities of OEM and Dealer/Importer businesses in the Middle East.
* To support sales growth, aftersales excellence, customer experience leadership, and sustainable business performance across the region.
Alan Whaley, Chairman of AMENA:
“We are proud to partner with Georgian College to bring this new level of professional development to the MENA region. This is not off-the-shelf training — it is designed with and for our industry leaders to help them build stronger, more competitive businesses.”
Industry Leaders Gather in Dubai
To launch the partnership, AMENA and Georgian College hosted an invitation-only VIP Executive Workshop at the Grand Hyatt Dubai.
The event convened senior executives and decision-makers from some of the region’s most respected OEMs and Dealers/Importers. Participants engaged in a focused dialogue on the leadership, operational, and customer experience challenges shaping the future of the industry.
Sessions explored how training must evolve to meet today’s demands — moving beyond theory to deliver practical competencies that drive business results in areas such as:
* Sales performance
* Aftersales leadership
* Parts and service profitability
* CSI, NPS, and customer experience innovation
* Financial management and strategic planning
Attendees also provided direct input to help shape the content and delivery of the new programmes — ensuring they are fully aligned with the operational realities of MENA Automotive businesses.
What the Programmes Will Deliver
The new suite of qualifications is built around seven key modules:
* Dealership Management
* Financial Management
* Customer Experience (including CSI and NPS)
* New and Pre-Owned Sales Management
* Parts and Accessories Management
* Service Management
* Strategic Business Planning
Key features of the programmes include:
* Modular delivery — flexible for busy working professionals
* Blended learning — combining classroom, virtual, and self-paced components
* Actionable outcomes — each participant will develop practical strategies for their own business
* Regional adaptation — all content is aligned to MENA market and cultural dynamics
The first cohort will launch in October 2025, with registration now open to OEM and Dealer/Importer partners across the region.
A Partnership Built for Lasting Impact
For Georgian College, this marks an exciting extension of its global leadership in Automotive education — bringing over 30 years of expertise to a fast-growing and dynamic MENA market.
Kevin Weaver, President and CEO of Georgian College:
“We’re proud to bring our decades of Canadian experience to this transformative partnership with AMENA, informed by local needs and designed to reflect the diverse realities, complexities and opportunities in the region. Together, we’ll inspire and empower today and tomorrow’s leaders with the strategic insights, best practices and tenacious drive to elevate the standards and future of the automotive industry.”
For AMENA, this initiative is a natural extension of its mission to help OEMs and Dealers/Importers achieve greater success across:
* Sales
* Aftersales
* Parts
* CSI & NPS
* Customer Experience
Through this partnership, AMENA and Georgian College are offering its industry partners new pathways to build talent, drive profitability, and strengthen customer loyalty.
Shaping the Future of Automotive Leadership in MENA
With the launch of this initiative, Automotive businesses across the MENA region now have access to world-class qualifications designed specifically for their needs.
OEMs and Dealers/Importers who participate will benefit from:
* Enhanced leadership pipelines
* Stronger business performance
* Higher levels of customer satisfaction and loyalty
* A more professionalised and future-ready workforce
The journey begins in October — and AMENA and Georgian College look forward to working with forward-thinking Automotive leaders to shape the next generation of industry excellence.
Partner with AMENA
At AMENA, we help our partners Find More, Win More, and Keep More Clients — profitably. Our expertise spans Sales, Services, Parts, CSI, NPS, and Customer Experience — and through this new training partnership with Georgian College, we are offering even greater value to OEMs and Dealers/Importers seeking to elevate their performance.
If you would like to explore how your business can participate in the new qualifications or partner with AMENA to drive growth, please visit www.amenaauto.me.
Contact Us Today at office@amenaauto.me
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We express our sincere gratitude to all the veterans and experienced professionals in the automotive industry for their valuable input and advice when we write our articles. We take pride in our commitment to embracing technology, including AI, to enhance the quality of our articles.
Watch the video here: https://youtu.be/x4n7wkZ1pb0?si=V7U4i_Mr8JCeuemz