05 May Interview with Mr. Abdullah Mohamed Bahwan, Chairman of Oman Japan Friendship Association / CEO of Saud Bahwan Group
JT: What is your perspective on the future of relations between Oman and Japan, and which sectors offer the greatest opportunities for enhanced collaboration in support of His Majesty’s Vision 2040?
Bahwan: Oman and Japan share a long-standing relationship that dates back to 1690 when Japanese trader Petro Kasui Kibe visited the Sultanate. These deep-rooted ties are built on mutual respect and shared values. Today, under the leadership of His Majesty Sultan Haitham bin Tarik, Oman is undergoing rapid transformation guided by Vision 2040, which aims to build a diversified, high-growth economy. Investor-friendly reforms, including 100% foreign ownership in key sectors, streamlined procedures, and a more open mining policy, are already encouraging international partnerships. There is strong potential for enhanced collaboration between Oman and Japan in several areas. Oman’s strategic location at the crossroads of Asia and Africa, combined with its world-class ports like Duqm and Salalah, positions it as a natural transshipment hub – an opportunity for Japanese shipping companies and logistics investors. Renewable energy is another area of alignment. Oman is making bold moves in solar, wind, and green hydrogen. Japan’s expertise, along with its carbon neutrality goals, makes it a natural partner in this space, both in terms of investment and technology transfer. Tourism also holds promise. With Oman’s natural beauty, rich culture, and diverse landscapes, it is an ideal destination for Japanese visitors and investors alike.
JT: What strategies is the Oman–Japan Friendship Association implementing to promote bilateral cooperation, and how does the Saud Bahwan Group align with these goals?
Bahwan: The Saud Bahwan Group has long supported deeper Oman–Japan relations, both commercially and culturally. We represent top Japanese brands in Oman and actively promote exchange through the Oman–Japan Friendship Association. Recent efforts include sponsoring a Japanese orchestra at the Royal Opera House Muscat and launching Japanese language courses with native instructors. We’re also developing the Middle East’s first Okura Hotel in Muscat, set to open in 2027, bringing Japanese hospitality to Oman and strengthening bilateral ties.
JT: How has Saud Bahwan Group’s partnership with Japanese car manufacturers evolved, and what innovations can Omani customers expect in the future?
Bahwan: Our ties with Japanese brands began in the 1960s, leading to our Toyota partnership in the 1970s – just as Oman’s development accelerated. Toyota’s durability and versatility met national needs, especially in the oil and construction sectors. We backed this with strong investment in service and support nationwide. Today, we’re introducing advanced models and exploring smart mobility solutions like car-sharing and ride-sharing under the MaaS model. We’re also in talks to bring IoT-enabled mobility features to Oman, shaping the future of transport in the country.
JT: What does winning the ‘Gold Award’ from Toyota signify for Saud Bahwan Automotive, and how does this recognition inspire the company to further elevate its standards in the Middle East and Central Asia?
Bahwan: Receiving the Toyota Motor Corporation ‘Gold Award’ year after year is a tremendous honor and reflects our commitment to excellence across both results and processes. It embodies Toyota’s Kaizen spirit and reinforces our belief that employee satisfaction and customer delight go hand in hand. This recognition motivates our entire team to keep raising the bar, especially as customers become more discerning. We’re committed to continuous improvement and innovation to exceed their expectations.
JT: What steps has the Saud Bahwan Group taken to improve customer experience and sustain its presence in the Omani market for Japanese cars?
Bahwan: As we celebrate 50 years with Toyota in 2025, our focus on customer satisfaction remains unwavering. We’ve built extensive nationwide infrastructure – 17 3S facilities across cities like Muscat, Sohar, Salalah, and Nizwa – and offer round-the-clock service support in remote oil field areas. We pioneered services like 24-hour operations, 1-hour quick service, extended warranties, and attractive campaigns. Recently, we introduced a popular door-to-door pick-up and drop-off service, with more digital and e-commerce innovations underway. For Lexus, we’ve introduced ‘Omotenashi’-inspired experiences to offer a refined, luxury journey in line with the brand’s ethos.
JT: With sustainability being a growing focus globally, how is Saud Bahwan Group preparing to introduce and promote electric and hybrid vehicles in Oman, and what challenges do you anticipate?
Bahwan: We’re fully aligned with Toyota’s multi-pathway strategy for carbon neutrality, which offers customers various eco-friendly mobility solutions. This fits well with Oman’s CN 2050 goal to become carbon neutral. We’ve already introduced a range of Hybrid Electric Vehicles in Oman and are promoting them through customer education campaigns. These have been well received, and we’re preparing to launch PHEVs and BEVs from both Toyota and Lexus. A key challenge remains the availability of charging infrastructure. To address this, we’re exploring partnerships to provide customized home charging solutions and expand the public charging network – a major focus for us going forward. We’re also working with Toyota on a pilot project to introduce the hydrogen-powered Toyota Mirai in Oman by Q1 this year. With Oman’s strong green hydrogen ambitions, this initiative complements both Vision 2040 and the CN 2050 roadmap.
JT: With the Expo 2025 in Osaka serving as a platform for global collaboration, how can the Oman-Japan Friendship Association and Saud Bahwan Group leverage the event to deepen bilateral ties and promote Oman’s economic and cultural potential?
Bahwan: Expo 2025 in Osaka is a key platform to spotlight Oman as a high-potential investment destination. We’re working closely with the Omani government, including the Ministries of Commerce & Industry and Foreign Affairs, to highlight key sectors like tourism, renewable energy, and logistics. It’s also a valuable opportunity to raise awareness of Oman among Japanese audiences. Our specific role in the Oman Pavilion will be clearer closer to the event.
JT: Do you have any closing remarks for our readers who are considering visiting or investing in Oman?
Bahwan: Oman is a land of stunning natural beauty – from deserts and beaches to mountains and historic forts – paired with rich culture and legendary hospitality. Japanese tourists will find it a warm, welcoming destination. For investors, Oman offers a stable currency, low inflation, excellent infrastructure, simple tax policies, and attractive Free Zones. The government is actively rolling out new investor-friendly initiatives, making Oman a secure and rewarding destination for foreign investment.