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.