Irrepressible is one way to describe Sheikh Amari of Amari Supercars. He greets you with a warm smile, then welcomes you inside on the the most spectacular car dealerships anywhere in the UK. He’s talkative, engaging and clearly right at home among the Lamborghinis, Ferraris, McLarens and Porsches that fill his showroom floor.
Amari Supercars has developed a reputation for offering some of the UK’s best prestige and performance cars. And looking around his showroom it’s easy to see why. All the cars are stock – purchased by Amari himself – and packed so tightly together that to maneuver them around the showroom must be like playing Tetris – albeit with cars worth up to and exceeding £1million.
As we set up for filming, Amari explains that he feels lucky, that he owes the majority of his success to his wife Saba, and that he only stocks cars that he would like to own. ‘I miss each and every one of them when they’re gone,’ he said with a glint in his eye.
‘It all started with the Countach – it was the car I dreamed about in my youth. I’ve been lucky enough to create a collection of them – I just think they’re the original supercar.’
He doesn’t believe that being based in Preston, rather than the South East, is an impediment as an increasing number of customers are choosing to buy their cars unseen. ‘You can do so much homework online,’ he explains. ‘I wouldn’t say the days of face-to-face sales are over – but we’re absolutely seeing customers fully armed with enough knowledge these days to purchase a car over the phone.’ Amari goes on to explain that reputation helps here – something that you ‘can’t teach’ and you ‘can’t buy.’
During a break in the filming, Amari takes us through into the preparation bays and stares affectionately at a yellow Lamborghini Diablo and a Ferrari Daytona. While he’s known for stocking the most up-to-date supercars, he clearly has a passion for the classics too. ‘It all started with the Countach – it was the car I dreamed about in my youth. I’ve been lucky enough to create a collection of them – I just think they’re the original supercar.’ The preparation bays are spotless, and a hive of activity.
Amari recognises that the market slowed during the run-up to Brexit and during the election – but things picked up immediately in the new year. He then explains how Amari Supercars are about to expand into a building next door – not necessary to create more room for the tightly packed cars but to simply increase stock.
Business must be good…
View the whole interview below