Al Abdulghani Motors | Ignacy Lukasiewicz

Integrated Brand System & Communication

for "Your Mobility Partner"

Al Abdulghani Motors is one of the largest mobility players in Qatar, operating across sales, aftersales, rental, and fleet services as the only distributor of Toyota and Lexus cars in the country.

The brand exists across the entire mobility journey - but also within a broader cultural and national context, shaped by large-scale events, sustainability initiatives, and motorsport.

Challenge

Communication was structurally fragmented:

Brand positioned itself as a long-term mobility partner
Marketing focused on campaigns and offers
Sales optimized for conversion
Aftersales built trust post-purchase

Each layer communicated differently. The result wasn’t inconsistency in execution - but a lack of alignment in meaning.

Approach

The focus shifted from managing communication touchpoints to aligning how the brand shows up across systems and moments.

All based on:

Intent - positioning as a long-term mobility and sustainability partner
Translation - how this positioning adapts across marketing, sales, and partnerships
Expression - how it materializes in campaigns, events, and customer experience

Events and initiatives were treated not as campaigns, but as extensions of brand meaning.

Car decision is long-term and investment decision and it doesn't end at the moment of receiving car's keys. That's why AMM needed conscise communication of value offered at any stage.

It's not another car dealership, it's partnership.

Execution part 1

1. Alignment across brand and real-world activations. Reinforcing the same core narrative (mobility, sustainability, innovation). Creative direction focused on the scalable system that will help to produce upcoming content for the digital and offline channels.

Execution part 2

2. Events and local initiatives as a as brand expression (promotions, but as education + engagement formats)

At the Expo 2023 Doha: created a dedicated pavilion focused on sustainability and mobility innovation. The experience combined technology, culture, and environmental positioning
Participation in Qatar Sustainability Week with hybrid vehicle experiences and test drives
Initiatives (e.g. tree-planting, eco-awareness) extended communication beyond products into impact

Execution part 3

3. Motorsport as communication platform

Activation around Toyota Gazoo Racing and FIA World Endurance Championship presence
Used motorsport to communicate hybrid technology, performance, and innovation
Bridged high-performance racing with everyday mobility narrative

Execution part 4

4. Your mobility partner - there are not only cars, but also services like: car repair shop, used cars market, leasing solutions (KINTO) for companies and individuals. It's not another car dealership, it's partnership that covers your needs at any stage.

Team support with dedicated materials
Managing media plans, execution and monitoring outcomes of the sales campaigns.

Results

Communication extended beyond channels into real-world systems. A brand that communicates not only through messaging - but through presence.

events reinforced brand positioning instead of fragmenting it
sustainability narrative became experiential, not declarative
motorsport connected performance with everyday mobility
local initiatives supported long-term brand meaning
successfull sales campaigns (sold-out new models, increased rentals and pre-owned vehicles)