ASR Strategies. Driving Progress.


The beginning of something special...

ASR was born in Dubai at the end of 2008. A major local firm was searching for a professional driver trainer and contacted a small group of Automotive Professionals in Dubai. Armed with degrees in Andragogy, Engineering, Psychology and Adult Learning and a wealth of experience in training and automotive events, this small team quickly put together the ingredients for a driver training agency. The local firm loved the solution so much they became an investor - they helped to sponsor us and incorporate the company. From these small beginnings we quickly increased our offered services to include driving events, hot weather testing, equipment rental and turn-key driving solutions and gained a reputation of being a professional and effective company - and the first driving event agency in the region.

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At ASR, we have worked with some of the biggest and best companies in the region and further afield. From reducing accident rates at a multinational company by 80% in less than 8 weeks to being pioneers in automotive launches, ASR has quickly blossomed into a forward thinking agency with a passionately dynamic team, delivering solutions for some great brands;

  • Porsche - Over 4,000 event days delivered in over 32 countries

  • Lamborghini - The exclusive event provider in the Middle East

  • GMC - The first agency to drive a car up the famous indoor ski slope at Ski Dubai

  • Aggreko - Fleet management and driver training for 1,000 employees

  • Ice Driving - Special courses in rally cars in the Arctic Circle

We have also been on the development team for some pretty serious hyper-cars, hot weather tested some of the most recognised cars in the Middle East, worked with Formula 1 drivers, filmed adverts with celebrities and provided VIP Protection for some of the most important figureheads in the world. 

If you think we can help, don't hesitate to visit our Contact page and be in touch. We'd love to hear from you!

The ASR Team.