AMENA and Georgian College Bring Bespoke Automotive Qualifications to the MENA Region
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 Follow us @ Linkedin | Youtube| Instagram | Facebook 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
Elevating Automotive Talent in the MENA Region: Georgian College and AMENA’s Bold Collaboration
Delivering executive-level automotive training tailored to local market dynamics, operational challenges, and industry transformation In a region defined by ambition, transformation, and global aspiration, the Middle East’s Automotive sector is entering a pivotal phase. The need for skilled talent, structured training, and globally benchmarked education has never been more urgent. Answering this call is Georgian College—Canada’s renowned institution for Automotive business education—now entering the MENA region in partnership with AMENA. Together, they are setting out to raise the bar and deliver professional training programmes that are as relevant on Sheikh Zayed Road as they are on Bay Street. The Vision: A New Standard of Excellence for the MENA Region Under the leadership of President and CEO Kevin Weaver, Georgian College is expanding its global reach with an unwavering commitment to local relevance. At the heart of this expansion is the launch of the Georgian Global Dealer Academy—a strategic initiative built on decades of Canadian experience, now tailored to the complexities and ambitions of the Middle East. Crucially, this is not a case of copy-paste curriculum export. With AMENA as its regional partner, Georgian is re-engineering its offering to reflect the diverse needs, business realities, and cultural fabric of the MENA Automotive ecosystem. Why AMENA? A Strategic Partner with Deep Local Roots AMENA is not just facilitating Georgian’s market entry—it is co-authoring the success story. For more than a year, AMENA has worked meticulously with Georgian to localise content, understand regional market dynamics, and engage stakeholders across the UAE and wider MENA region. From customer behaviour patterns to aftersales realities, AMENA has ensured that every course, every module, and every case study feels immediately relevant and immediately actionable for regional dealer and OEM professionals. This collaboration is not just logistical. It is philosophical. Both institutions are deeply aligned in their commitment to raising standards, driving performance, and shaping the next generation of Automotive leaders in the region. The Global Dealer Academy: Built for Real-World Impact Unlike traditional academic programmes, the Georgian Global Dealer Academy is built for the frontlines of the industry. Its programmes are designed specifically for professionals in mid to upper management, offering practical, hands-on training that speaks directly to the operational and commercial realities of running a successful Automotive business in the MENA region. Participants will engage in blended learning, including online modules, in-person workshops, and real-time case studies—all culminating in a comprehensive business plan tailored to their dealership. From boosting profitability in aftersales to enhancing CSI and NPS scores, the curriculum is rooted in outcomes that matter. This isn’t theoretical. It’s transformation in action. Differentiated by Design: A Legacy of Industry Integration What makes Georgian College truly unique is its history. The Automotive Business School of Canada—founded in 1985—not only offers the only four-year Automotive business degree in Canada, but it was also built by the industry, for the industry. Its Board of Directors includes top-tier representation from national dealer associations, OEMs, and aftermarket bodies. This industry-first DNA informs everything Georgian does, from curriculum design to delivery. Now, through the Global Dealer Academy, this same ethos is being introduced to the MENA region—with AMENA guiding every step of the localisation process to ensure it hits the mark. A Curriculum That Evolves With the Industry From electrification and autonomous driving to changes in consumer buying patterns, the Automotive industry is transforming at breakneck speed. Georgian College has a proven track record of evolving its curriculum to stay ahead of these changes—thanks to deep industry engagement, curriculum advisory boards, alumni feedback, and work-integrated learning. Now, that adaptive, agile approach is being replicated in the MENA region, with AMENA facilitating constant feedback loops, industry dialogue, and cultural alignment. What Success Looks Like In five years, Georgian and AMENA envision the Global Dealer Academy becoming the gold standard for Automotive executive education in the MENA region. Not just an imported programme—but a locally embraced institution of learning, development, and operational excellence. From OEM executives to dealer principals to ambitious young professionals, the Academy is designed to upskill, transform, and empower. Conclusion: Raising the Bar Together This is more than a partnership. It’s a movement. Georgian College brings legacy, structure, and global best practices. AMENA brings regional fluency, strategic insight, and a relentless drive to elevate standards. Together, they are not just filling a gap—they are building a bridge to the future of Automotive leadership in the Middle East. If you’re an OEM, a Dealer/Importer, or a rising industry leader looking to invest in your future, the Georgian Global Dealer Academy—powered by AMENA—is where that journey begins. About AMENA AMENA is the trusted partner for OEMs and Dealers/Importers across the MENA region, providing bespoke consulting and training programmes that drive performance across sales, services, parts, aftersales, CSI, and NPS. With a legacy of working alongside the region’s most respected brands, AMENA brings a unique mix of global insight and local expertise to every engagement. Learn more at www.amenaauto.me. 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.