Interview with Sacha Askidjian on Suzuki, Community and the Jimny ART Edition

As Suzuki introduces the Jimny ART Edition exclusively for the UAE, DriveArabia speaks with Sacha Askidjian, General Manager of Al Rostamani Trading Company, to understand the thinking behind this locally inspired special edition. In this interview, Askidjian discusses how the ART Edition reflects UAE car culture, the evolving lifestyle of Jimny owners in the Emirates, and how community, creativity and heritage play a key role in Suzuki’s continued success in the region.

Al Rostamani Trading Company (ARTC) has been the sole authorised distributor of Suzuki in the UAE since 2002. Over the past two decades, we’ve seen how deeply Jimny resonates with customers and how strongly it aligns with local lifestyle trends. We wanted to create an edition that reflects the UAE’s culture directly, an edition exclusive to the Emirates, inspired by its creative scene, and shaped around what young drivers value today.

Jimny carries a distinguished heritage dating back to 1970. It became iconic for its rugged character, boxy design and genuine off-road capability. Today, in its fourth generation, it remains compact, versatile and fuel-efficient, qualities that UAE drivers appreciate.

The ART Edition was built on this heritage but reimagined for the modern urban lifestyle. From the creative districts of Alserkal and Al Fahidi Area to the fashion influence across Dubai and Abu Dhabi, we saw a growing appetite for individuality, colour and personal expression.

The Jimny has long represented individuality and adventure. How does the ART Edition embody the personality and lifestyle of Suzuki owners here in the Emirates?

Jimny drivers in the UAE live between two worlds: the convenience of the city and the spirit of outdoor exploration. The ART Edition reflects this balance. It preserves Jimny’s authentic off-road DNA while introducing new comfort, focused upgrades for urban life, including leather interior, carbon-finish elements on the grille, spare, wheel cover and mirrors, LED ceiling lighting and a refreshed design direction.

Its colourways, finishes and visual character were developed to represent the UAE’s vibrant urban culture, expressive, confident and unmistakably regional. This makes Jimny feel at home in Jumeirah, Yas Island or City Walk just as much as it does on the UAE’s off-road trails. Agile for daily driving, expressive in style and timeless in identity, Jimny becomes a piece of art that fits the lifestyle of today’s customers.

Design seems to play a major role in this launch. Were there any collaborations or cultural influences that helped shape the ART Edition’s concept?

Our design direction draws from contemporary Arab urban culture: clean minimalism combined with bold, expressive accents, all while staying true to authenticity and heritage. Inspiration came from creative hubs across the Emirates, street art textures, natural landscapes, neon light reflections, regional fashion palettes and even calligraphy, inspired line work.

This edition was shaped through conversations with young drivers, design-minded customers and Jimny clubs who already treat their cars as lifestyle statements. The ART Edition is not tied to one specific artist; it was developed by a reputable local design studio and its chief designer to ensure it remains rooted in the UAE’s creative identity and reflects the energy shaping youth culture across Dubai, Abu Dhabi, Sharjah and beyond.

Beyond the vehicle itself, how is Al Rostamani Trading nurturing a sense of community among Jimny fans, especially those who see their car as a creative extension of themselves?

The Jimny community in the UAE developed naturally and expresses the many ways people connect with this model. Owners customise, photograph, share and meet regularly, creating an organic and expressive culture.

Al Rostamani Trading Company’s role is to support and amplify that community. We hosted the first Jimny desert gathering during Ramadan 2025, and with the launch of the ART Edition, we aim to spark even more interaction, especially among younger drivers who see their vehicles as an extension of their identity.

Our strong aftersales network and support programs ensure customers feel confident experimenting with lifestyle accessories and visual enhancements. Since this edition is developed by us as the authorised Suzuki distributor, under full OEM warranty coverage, it provides peace of mind. External modifications can sometimes risk voiding the warranty, whereas the ART Edition maintains full manufacturer protection, which we believe is a significant benefit for our customers.

Suzuki has quietly built a strong and loyal following in the UAE. From your perspective, what makes the brand resonate so strongly with local drivers in such a competitive market?

Suzuki’s strength in the UAE comes from authenticity. Our vehicles offer real capability, reliability and value, with a personality that appeals to younger drivers. Jimny became a local favourite because it is compact, fuel-efficient and perfectly sized for new drivers and families. The 3-door version is ideal as a first car or urban runabout, while the 5-door suits young families or households needing a practical second vehicle.

With the ART Edition and our ongoing engagement with the community, we are strengthening Jimny’s place as an icon – timeless, expressive and relevant. Combined with Al Rostamani Trading Company’s long-standing reputation for trust, customer care and service excellence across all UAE emirates, Suzuki becomes more than an affordable or reliable Japanese brand; it becomes a brand that evolves with its drivers and remains relevant year after year. This is why our community continues to grow and why loyalty remains strong for generations.