These days everyone is driving around in a lamborghini or ferrari...

A  new showroom offering only the rarest supercars in the world and exclusivity above that of Ferrari or Lamborghini will open in the UAE this month.

Ultimate Motors, located on Sheikh Zayed Road in Dubai, will be the official Middle East distributor for the fastest production car in the world, the SSC Ultimate Aero, as well as the new Danish-built Zenvo ST1 and the soon-to-be-made Arash AF-10 that’ll be built in England.

If you’re thinking that now may not seem like the best time to launch three hypercars into the Middle East, then it’s worth noting that sales of these limited edition cars will amount to only a handful per year – in other words, to those who seek individuality at any price.

The attraction for those ultra-wealthy few, claims Ultimate Motors, will be the rarity and performance. The headline- grabbing figures of 1287bhp for the SSC, 1104bhp for the Zenvo and the ‘more conservative’ 550bhp of the AF-10 stand out in the crowd of Italian exotica with their looks and performance, and all are produced in extremely limited numbers. Ultimate Motors will sell the first ST1 and AF-10 ever made.

‘In the past few years, Ferrari and Lamborghini have lost their exclusivity,’ says Regional Marketing Manager, Ali Salman. ‘Their cars have become mass-produced and not exclusive enough. Why do you think the Lamborghini Reventon was made?’

Salman, who used to organise rallies in the Middle East, also explains that driving exotic cars has become the norm, leading those who previously thought they stood out, to rethink the cars they own. ‘Now everybody has a Ferrari. When someone [who can be called] VIP sees someone else driving a Ferrari, then they think they are equals. But they do not want to be equal,’ he explains. ‘Those who will buy these cars like the SSC, like the Zenvo, can step out and show they are different.’ Oh, the horror - we are all so similar.

So far, two Aeros have been sold to unnamed VVIPs – one from Qatar, one from Dubai – and public reaction to the Zenvo and Arash will be tested when the cars are exhibited at October’s EXCS International Luxury Motor Show in Riyadh and December’s Middle East International Motor Show in Dubai.

To add to the exclusivity, and considering the rarity of the cars, owners will be able to call a round-the-clock assistance number at any time. If the problem is a major one, Salman says the car can be shipped to the factory, repaired and flown back in a period of 15 days. For servicing, UM has taken on the services of TAM Auto Engineering, whose mechanics will be trained in carrying out work on the rare supercars.

The Ultimate Motors showroom is itself unique in its design. Inside, customers will be able to buy high-end watches and relax in the Ultimate Café, which has taken four months to create because of the specially-made tables. The race-seat, figure-hugging chairs come from Italy and the tables are bespoke in manufacture. Set into each perfectly cut glass table is a moving engine or gearbox that can be turned on at the touch of a button. An alloy wheel base holds up the table.

Astonishingly, Ultimate Motors  plans to start its own racing championship based on FIA rules under the name of GT Ultimate Series. Tracks will include the major circuits around the GCC, and there’s no second-guessing it’ll include performance cars. Salman isn’t revealing all the details just yet, though.

So far, it’s all a work in progress, but a concept we like the sound of. We’ll be following Ultimate Motors’ developments closely.