How Supercar Hire Dubai made clear terms part of the service
Asad qayyum is the founder of Supercar Hire Dubai, which rents luxury and sports cars to tourists and residents in Dubai. The conversation shows how written pricing, clear deposit terms and an online-first approach helped shape the business and its customer service.
In a rental business built on trust, make the full price, deposit terms and delivery details clear before payment. Start with a service you can deliver reliably, then grow.
What’s the short story of how your business started, and what makes it genuinely different from the other options your customers have?
I started Supercar Hire Dubai in 2016. Dubai already had luxury cars, but renting one as a visitor was confusing — unclear prices, unclear deposit terms, and too much left to find out at the counter. I wanted a service where the customer knows the full deal before paying. Our first rental was a Mercedes-AMG G63, followed by a Ferrari 458, and the business grew from there.
What makes us different is simple and boring in the best way: everything is confirmed in writing before you pay — the exact car, the total price, the deposit arrangement, and the delivery details. No surprises at handover. We also operate 24/7, because visitors land at all hours, and delivery is free within Dubai.
How did you win your first customers, and where does most of your new business come from today?
Our first customers came online, through Google Ads. We did not start with a showroom full of walk-in traffic — people found us while searching for a car in Dubai, enquired, and booked. That online-first approach shaped the whole business. most customers come from google search
What’s one decision that changed the direction of your business, and one mistake that taught you the most?
The decision that changed everything was going online-first from day one — winning customers through Google Ads instead of waiting for walk-ins. It meant every part of the business, from pricing to handover, had to be clear enough to work over a message and a booking form, not just across a counter.
What has changed in your industry or in what your customers expect over the last couple of years, and how have you adapted?
Two things changed the most. First, customers now research and compare everything online before they arrive — they expect instant answers on WhatsApp and a clear total price, not a "call for price" runaround. Second, "no deposit" offers are everywhere now, which sounds attractive but confuses people, because a card is usually still required and terms vary.
We adapted by being the opposite of vague: the full price, deposit hold and release window, mileage, and delivery terms are confirmed in writing before payment. We also take cash, cards, and crypto, because visitors pay in different ways, and we stay available 24/7.
If you were advising someone starting out in your industry today, what would you tell them to do first, and what would you tell them to ignore?
Do this first: get the basics right before you chase growth. Two or three cars you can actually deliver well, honest written pricing and deposit terms, and fast, clear replies to enquiries. Trust is the whole business in rentals — one bad handover story travels further than any ad.
Ignore the shortcuts: racing to the cheapest headline price while hiding charges, buying followers or reviews, and paying for links or placements that look good for a week and hurt you later. They cost more than they earn.
Thank you to Asad qayyum and the team at Supercar Hire Dubai for sharing what actually worked with Leaders Perception readers.
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