Dubai Enterprise Awards 2017

4 MEA MARKETS / Dubai Enterprise Awards 2017 , Dragon Racing is an International Motor Racing Teambased in the United Arab Emirates. They actively facilitate opportunities for anyone to get out ‘on-track’ and enjoy the adrenaline which accompanies circuit based driving activities. We caught up with Jake Carlin to find out more. Automotive Event Company of the Year 2017 Dragon Racing is an International Motor Racing team which is based in the United Arab Emirates. Dragon Racing is dedicated to the regional growth of motorsport at all levels, from grassroots level track days to supporting both sportscar racers and budding F1 stars via their Dragon F4 programme. The team designed and now runs the Emirates Motor Racing Academy, meaning they are now able to train local drivers and help them take their first steps into the world of Motor Racing. They do this by offering bespoke competition licence courses and race training. Jake discusses the diversity of the clients that Dragon Racing attracts and how the firm plans to use technology to ensure that it stays ahead of emerging developments within the racing industry. Dragon Racing attracts clients from all over the world; with some travelling from MotorCity, and others from the far side of the globe. Throughout the many different facets of our firm we are actively looking to stay contemporary; from our choice of circuit vehicles, through to the GPS and AVI based data analysis programmes we use to help our drivers to improve. Offering the very latest in terms of FIA safety approved Racewear and the most advanced trickle charging battery charging and conditioning units to our Vehicle Storage clients. Dragon clients expect efficient, professional service and adopting the latest technologies allows us to deliver efficiently across the wide spectrum of our business.” Dragon Racing also campaigned for a new category in which it would be easier for drivers to graduate into single seater racing. Jake notes that there is trend of higher level racers looking towards the East; notably due to the attraction of lower costs and better weather. “The development of the new UAE F4 category has made it possible at a lower cost to graduate from karting into single seaters, something Dragon Racing has long campaigned for within the region. “Finally, in our opinion, the increased cost of racing generally and the cost of doing that in Europe coupled with very unpredictable weather is causing the top teams and racers to look East for quality track time in predictably good weather conditions, so this is very advantageous to the UAE.” It is important to know what differentiates Dragon Racing from its other competitors within the racing industry, which Jake outlines. “The main difference between Dragon Racing and our competitors is who we are. We employ staff from all over the world, each one hand picked from their chosen field of expertise to provide something extra, something special to the business. Regardless of a client’s profile, everyone arrives with a preconceived expectation of Dragon Racing – and we work very hard to exceed these expectations. The addition of our new headquarters at the Dubai Autodrome provides a base that is comparable to any leading team in the world and one that marks us out as extraordinary within the GCC region.” Emphasising the culture within the team and how members of staff interact with their clients, Jake acknowledges how the staff achieving excellence on their behalf and working together is integral to what differentiates Dragon Racing from its competitors. “Any firm’s culture is driven by its leaders and the most important element we look for in our people is their interpersonal skills and their preference to be team players as opposed to high achieving individuals. They have to have the experience and qualifications to ensure all our race cars are prepared to the highest safety standards. “To ensure satisfaction, we pay our people well and timeously and as a result we have an extremely low staff turnover. Plus, we attract the same sub- contractors when we outsource certain functions, this gives us continuity and the ability to DU170002 consistently deliver service at the highest level and their loyalty and ability to ‘go the extra mile’ is never taken for granted. Our clients get to know our personnel so it’s all very personal and akin to one big family.” With the future in mind, Jake summarises why the location of Dubai is the ideal place for the company to be based, and why it is important to adapt to future developments within the Middle East. “As we look ahead, it is our belief that the UAE will continue to attract Multi- national companies to establish regional Headquarters here and eventually, when the structures allow it, to attract Companies to set up their global Headquarters here. One of our aims is to establish Dragon Racing as the leading outlet for corporate entertainment for these companies. “In the meantime, we aim to grow, establish the brand of ‘Dragon’ as a globally recognised symbol of excellence yet remain grounded and approachable.” Contact: Jake Carlin Contact Email: [email protected] Address: Race School 2, Dubai Autodrome, Motorcity, Dubai, PO Box 391077, UAE Phone: 971505598310 Web Address: