AMA Motors has been a prominent player in Bahrain’s automotive industry since its inception in 1998. Initially serving as a customer for MAN Trucks within the AMA Group’s construction division, the company evolved into the exclusive distributor of MAN Trucks in Bahrain. As part of our India in Bahrain supplement, we find out more about this major player in the Kingdom.
Over the years, AMA Motors has expanded its portfolio to include a variety of global brands that align with its expertise in heavy-duty construction and allied products. These brands include Kobelco Excavators, Case Construction Equipment, Generac Generators and Tower Lights, Heli Forklifts, Atlas Cranes, Bomag Heavy Road Levelers, Liebherr Heavy Equipment, Nifty Lifts, Toku Breakers, Terex Heavy Cranes, and most recently, Kunz Aviation Safety Equipment. This expansion has transformed AMA Motors into a one-stop shop for heavy-duty construction and allied products.
A significant milestone in AMA Motors’ journey has been its partnership with Force Motors, a leading manufacturer of commercial vehicles in India. “This collaboration was driven by the increasing demand for large delivery vans and medium-sized passenger buses in Bahrain, which Force Motors’ commercial vehicles aptly fulfil,” states AMA Motors Sales Manager, Timur Tesfa Bihonegn.
AMA Motors offers a range of Force Motors models, including large heavy-duty vans and medium-sized passenger buses. The introduction of the all-new 14-seater Urbania has been particularly noteworthy. Force Motors’ vans and minibuses, renowned in India under the Tempo brand, have built a reputation for durability and fuel efficiency across diverse terrains such as deserts, winding mountain roads, long highways, wet roads, snow-filled paths and dirt roads. This versatility has enabled Force Motors to secure the largest market share on these terrains in India’s commercial vehicle sector.
“In Bahrain, Force Motors’ products cater to the specific transportation needs of various industries. The Force Motors Del Van, for instance, fills a gap in the large delivery van segment with its significant volume and payload capacity, powered by a Euro 4 diesel engine,” he explains. “Additionally, the 23-seater minibus is well-suited for navigating Bahrain’s city roads and highways. These vehicles are particularly beneficial for Bahrain’s substantial food trade industry, which demands vans with ample space and payload to minimise the frequency of trips back to warehouses for refilling.”
AMA Motors’ extensive experience with diesel engines and established infrastructure, including specialised mobile workshops for on-site breakdowns, positions it at the forefront of customer satisfaction. “Unlike the car industry, where immediate replacements are more common, the commercial equipment sector demands prompt on-site troubleshooting to minimise downtime and financial losses for customers,” he adds.
Recent technological advancements in Force Motors vehicles have further enhanced their performance and efficiency. The Urbania 14-seater passenger van is designed for both intercity and long-distance travel, offering comfort and safety with ample space and advanced features. Moreover, in response to Bahrain’s new Euro 4 and above mandatory emission laws for all commercial vehicles from the 2025 model year onwards, Force Motors has ensured that its Urbania model complies with these stringent emission controls, contributing to environmental sustainability.
For further inquiries or to schedule a test drive, AMA Motors can be contacted at 17 778-138.