There are car dealerships, and then there is F1rst Motors Dubai, the hypercar showroom in Al Quoz that has spent the past few years turning Sheikh Zayed Road into a pilgrimage site for collectors. Founded in 2021, the company claims the title of the number one showroom worldwide, and while that is its own marketing line, the numbers behind it are not modest: more than a thousand vehicles sold, a current inventory the company values at over 250 million dollars, and a social media following above three million. This profile walks through what F1rst Motors stocks, how it works with collectors, and why it appears in our research on supercars in Dubai more persistently than almost any other dealer.
Introduction: A Collector’s Vault in Al Quoz
F1rst Motors occupies the Danube Building at 409 Sheikh Zayed Road, in the Al Quoz 1 district that concentrates much of Dubai’s high-end car trade. Where a conventional dealer optimises for volume, F1rst Motors optimises for rarity. The live inventory, around seventy cars at the time of writing, spans model years from 1985 to 2025, starting at roughly AED 950,000 and climbing deep into eight figures. The emphasis is on low-mileage and collector-grade examples, although brand-new stock appears too: a 2025 Bugatti W16 Mistral with zero kilometres was listed at AED 34,000,000 during our research.
The brand wall tells the story in badges: Ferrari, Lamborghini, Bugatti, Koenigsegg, Pagani, McLaren, Porsche, Rolls-Royce, Aston Martin, Bentley, Mercedes-Benz, Ford, and tuner houses Brabus and Mansory. It is a selection assembled for people who already know exactly what they want, and for those who want to be surprised by what exists.
Around seventy cars, model years 1985 to 2025, valued collectively at more than a quarter of a billion dollars: F1rst Motors is less a dealership than a private museum where everything happens to be for sale.
Key Facts & Company Specifications
| Company | F1rst Motors |
| Founded | 2021 |
| Location | Danube Building, 409 Sheikh Zayed Road, Al Quoz 1, Dubai |
| Inventory | ±70 cars on sale · $250M+ total value · 1,000+ vehicles sold since founding |
| Specialisation | Hypercars & rare collector cars, new and pre-owned |
| Opening hours | Mon–Thu 10:00–21:00 · Fri 14:00–21:00 · Sat & Sun closed |
| Phone | +971 4 320 1030 · 800 FIRST |
The Inventory: Bugatti, LaFerrari and the 288 GTO
The headline acts justify the journey on their own. Alongside the zero-kilometre Bugatti W16 Mistral, recent listings have included a 2021 Bugatti Chiron Sport Noire, one of twenty, at AED 15,500,000, and a 2006 Porsche Carrera GT at AED 11,000,000. Ferrari’s hypercar lineage is represented in unusual depth: a 2014 and a 2015 LaFerrari, a 1992 F40, a 1985 288 GTO and a Monza SP2 have all appeared in stock, joined by the electric Pininfarina Battista in Furiosa specification. For collectors of supercars for sale in Dubai, it is the breadth across four decades that distinguishes the floor.
Every listing is documented with factory specifications, and the website offers a 360-degree virtual tour of the showroom for buyers who want to inspect the floor before flying in. The company’s YouTube channel, followed by 1.84 million subscribers, films individual cars in detail, including the 288 GTO feature embedded above.
Buying, Selling and Sourcing for Collectors
F1rst Motors works the collector circuit rather than the forecourt. Private viewings can be arranged at the showroom, and for sellers the “Sell My Car” programme handles expert valuation, a private offer, and the full chain of paperwork, inspection and payment. Cars are bought outright or taken on consignment, and the team sources specific vehicles across the region for clients hunting a particular chassis, colour or specification. It is a service model built around discretion, which suits the segment: many of the cars passing through Al Quoz change hands between collections rather than arriving from wholesalers.
For readers comparing the ownership market with the rental alternative, our profile of exotic cars in Dubai covers the other side of the city’s car culture.
The Business of Rarity
What F1rst Motors has built since 2021 is best understood as infrastructure for a market that barely existed in Dubai a decade ago. The company states it has sold more than 1,000 vehicles, a striking figure given that much of the stock is seven- and eight-figure machinery, and values its current inventory at over 250 million dollars. Just as notable is the audience: the company reports more than three million followers across social media and a monthly account reach exceeding 60 million, numbers that turn every new arrival into a global event rather than a local listing.
That reach feeds the consignment model. A collector in London or Singapore consigning a car to F1rst Motors is buying access to that audience, while a buyer in Dubai gains a pipeline of cars that might otherwise never reach the region. Add the sourcing service, the merchandise line and a newsletter, and the operation resembles an auction house with opening hours more than a traditional forecourt. It is a template other Dubai dealers are now studying closely.
First-time visitors should note the rhythm of the stock: cars at this level are consigned and sold continuously, so the floor you see online on Monday may look different by Friday. Enquiries through the website or by phone are the reliable way to confirm a specific car is still available before making the trip to Al Quoz.
Plan Your Visit
| Address | Danube Building, 409 Sheikh Zayed Road, Al Quoz 1, Dubai, UAE |
| Opening hours | Monday–Thursday 10:00–21:00 · Friday 14:00–21:00 · Saturday & Sunday closed |
| Phone | +971 4 320 1030 · 800 FIRST |
| info@f1rstmotors.com | |
| Website | f1rstmotors.com |
| Google Maps | View on Google Maps |
Frequently Asked Questions (FAQ)
Where is F1rst Motors located in Dubai?
The showroom is in the Danube Building at 409 Sheikh Zayed Road, in the Al Quoz 1 district of Dubai.
What cars does F1rst Motors sell?
The inventory focuses on hypercars and rare collector cars from Ferrari, Bugatti, Koenigsegg, Pagani, Lamborghini, McLaren, Porsche, Rolls-Royce and others, spanning model years 1985 to 2025, both new and low-mileage pre-owned examples.
Can I visit the showroom without an appointment?
The showroom keeps public opening hours from Monday to Thursday 10:00-21:00 and Friday 14:00-21:00, and is closed on Saturday and Sunday. Private viewings can be arranged directly with the team.
Does F1rst Motors buy or consign cars?
Yes. Through its Sell My Car programme the company offers expert valuation, private purchase offers and consignment, handling paperwork, inspection and payment on behalf of the seller.
Can I view the F1rst Motors showroom online?
Yes. The company offers a 360-degree virtual tour on its website, and its official YouTube channel publishes detailed films of individual cars in the collection.
Experience F1rst Motors Dubai
In four years F1rst Motors has built what most dealers never attempt: a revolving collection of the rarest road cars on the planet, sold with the ceremony they deserve. Whether you arrive as a buyer, a seller, or simply an admirer of the supercars Dubai is famous for, the Danube Building floor repays the visit. Check the live inventory online first; at this level, the car you came to see may already have found its next collection.
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