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Strada Motors, a distinguished company in the Georgian auto industry, has been operating in the market for 15 years and is the official representative of six different brands with unique character, value, and history in Georgia. In Strada Motors' showrooms, you will find cars of the FIAT, Alfa Romeo, Jeep, Dodge, and RAM brands, with another automaker set to join in 2024.

The company's director, Zurab Gvazava, speaks to BM.GE about the results of 2023, noting that the past year was exceptionally successful for Strada Motors, with car sales doubling compared to 2022.

“We are very proud that our reputation is largely defined by successful experiences, completed projects, and existing results. Compared to 2022, Strada Motors' 2023 sales figures have doubled, a new service center was constructed, and service load has nearly tripled. We have increased the stock of locally available cars and auto parts for easier access,” says Zurab Gvazava.

As for this year's plans, Strada Motors stands out with ambitious goals: the company will open a new service center this year.

“We have ambitious and targeted plans for 2024 - a new service space is planned to be opened, where we will meet customers in a completely new, European-standard space equipped with the latest technologies, high standards, and all necessary facilities. The staff undergo continuous training and qualification testing. 

Also included in the plans for 2024 is a very large-scale project - the construction of a completely new showroom and designing it according to international standards for the FIAT, Alfa Romeo, Jeep, Dodge, and RAM brands. We are actively working on a modern model of the salon space in collaboration with our Italian factory partners,” states Strada Motors' director.

We also talked to Zurab Gvazava about the development and trends of the auto industry in Georgia. It turns out that, according to existing data, the most popular cars among Strada’s offerings recently are the stylish retail line of the Italian FIAT, the sporty Alfa Romeo, and the American symbol of freedom - the Jeep.

“According to current data, the most in-demand models among individual customers are the FIAT 500, Alfa Romeo Stelvio, Jeep Grand Cherokee, and Jeep Wrangler, while in the commercial direction, the FIAT Tipo, Doblo, and Ducato are particularly popular. The great interest in our model lineup from customers is driven by the wide selection of diverse brands and distinctive models, high-quality service, professional, qualified, and prompt service. We have created a comfortable and friendly atmosphere for customers in Strada Motors' salon and service,” says Zurab Gvazava.

The sector’s turnover has been growing annually by an average of 16% over the last decade. This growth is facilitated by increasing demand in both the local and export markets, with new export directions emerging in addition to traditional ones (e.g., Azerbaijan), such as Asian countries: Kazakhstan, Kyrgyzstan, etc. There is also great potential for development in the local market, considering the increase in purchasing power, the aging car fleet, and the low level of car ownership per 1,000 population. It is an important sector for the country's economic development. Although its direct impact on the overall economy might be smaller compared to other sectors due to the predominance of reselling imported cars and low locally created added value, it is an inclusive sector, employing up to 15,000 people and providing income for dealers, auto parts traders, and service providers,” explains Nikoloz Mitaishvili.