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The Ultimate Driving Experience

Snehal Hadani, director of Ultimate Drive talks to TBMEs Charmaine Fernz on the concept of ‘self-drives’ in superfast cars and strategies for the year ahead…


Travellers looking for that adrenaline rush with superfast cars now have the opportunity in Dubai with Ultimate Drives. The company is the brainchild of Snehal Hadani, who is also the director. It is his passion for fast cars and self-drives that made him launch this unique experience.

As he explains: “Ultimate Drives is all about the experience. To add to the experience is the infrastructure available in UAE and Oman. I have personally been able to identify some unknown key routes in both countries which tourist could explore. These could be either like a desert or mountain run.”

The company offers a range of experiences starting from one-hour experiences to even seven-day experiences. With the list of cars on offer, the target audience is undoubtedly the high-end market who are looking for a quick getaway. As Snehal describes, “the drives on these roads are very scenic and nature-driven which ultimately points to the experience of both the car and route. At the moment, the concept is only being promoted through word of mouth. However, going forward we will look at connecting with luxury / high-end travel agents and MICE operators within the B2B segment.”

Ultimate Drives as a company offers packages for an hour, two hours, three hours up to seven hours to even three, four and seven-day packages. The price range starts from around US$ 2,750 onwards for a day and they vary depending on the model, duration of the trip and route. As Snehal explains, “the packages are totally bespoke and can be customised as per a client’s requirement.”

The destinations covered at the moment include all the seven emirates. Excursions in Abu Dhabi include Ferrari World, the car museum and Qasr Al Sarab among the many others. Plans are also underway to launch super drives in Oman. As Hadani explains, “We have tied up with a few hotels in Oman. However, we are working on permissions for these high-end cars to go up a mountain terrain as currently only SUVs are allowed.”

The company currently has five cars as part of the packages. There are plans to expand the fleet based on growth. Concluding Hadani says, “Our idea of launching Ultimate Drives is to encourage driving of these cars and the whole experience. At the moment, apart from the travel trade, we are using media, online mediums, and influencer marketing to promote this niche concept within UAE. We would also look at partnering with exclusive travel agents and be part of DTCM. Finally, our target in the first year of operation would be to have at least five trips minimum per month but this would be based on the season.”