Driving Innovation: A Conversation with Julian Cobas, CEO of EMI Ride Rent a Car

In the fast-paced world of mobility solutions, visionary leaders are steering the industry toward new horizons. One such trailblazer is Julian Cobas, the driving force behind EMI Ride Rent a Car.

As the CEO, Cobas has navigated the ever-evolving landscape of car rentals, ride-sharing, and sustainable transportation. His strategic vision, coupled with a passion for innovation, has propelled EMI Ride Rent a Car to the forefront of the market.

Join us as we buckle up and accelerate into the world of EMI Ride Rent a Car. Cobas’s insights promise to inspire, challenge, and redefine the way we move.

What inspired you to start EMI Ride Rent 

Since I was little, my parents have always been independent at work and I think they have been the best example I have received to inspire me and know that I always wanted to have my own company. When I arrived in Dubai I saw a great opportunity in the field of tourism and I knew that I had to create something innovative to contribute to the growth of this industry.

The main inspiration that led me to make the decision to create E M I RIDE RENT A CAR was to be the first Colombian company in the car rental industry in the entire United Arab Emirates. I have been an entrepreneur since I was little and I knew that this challenge would be an opportunity to to demonstrate that it is possible, that dreaming is brave, that big things have a very hard process but at the same time very satisfying, I wanted to enter the automobile market because it is something that I am passionate about and throughout the entire process of Previous research I found many shortcomings and that is where I saw a great opportunity to position ourselves in the market as one of the best car rental companies in the United Arab Emirates.

Also one of the main reasons that led me to start this company was the country and especially Dubai, it is a city of opportunities, a city of unstoppable growth, which provides all the facilities and incentives to people like me to create a company, a country that is responsible every day for improving, growing and being the best every day, and what better than having the opportunity that very few have to be here in this country, working for a better future and leaving the name of the Colombians at the top and now we have a stable and constantly growing company

What challenges have you faced while running EMI Ride Rent A Car?

One of the biggest challenges that I have faced throughout this year and a half under the direction of E M I RIDE RENT A CAR has been knowing all the processes related to the creation and operation of the company. The Emirates offers all the opportunities and facilities and everything is so organized that in turn there are too many processes which have to be done and complied with in order to carry out an operation correctly and legally, thus complying with all the rules and laws that govern us as car rental

What role does technology play in your business operations?

I think this has been one of the strong points that we have had since the beginning of our operation because we rely on an automated and 100% paper less process where we facilitate our clients’ process when renting a car through different software. vehicle with us, in addition to being a very simple and fast process, the delivery and return processes of each car do not take more than 3-5 minutes.

At E M I RIDE RENT A CAR we want to be at the forefront and that is why our next major process is the implementation of artificial intelligence (AI) that allows us to provide customer service in an even more personalized way, thus providing the information that our customers require.

What steps do you take to stay updated on industry trends and innovations?

Although our direct competition is very strong, we have managed to highlight that our fleet of vehicles are all latest models, allowing us to maintain the evolution and renewal of our vehicle fleet and thus provide an excellent service in the Dubai style. We cannot forget our competitive prices that have been a great attraction for our clients. This respecting market prices.

We have been working hand in hand with different recognized influencers who have given us a great vision for the consumption of our services with the entire Spanish-speaking public. This has allowed us to create a great bond of trust between all the people who want to come visit Dubai, since in some cases many of our clients do not speak English.

Have you explored any partnerships or collaborations to expand your business reach?

Our vision is focused on contemplating all the business opportunities that allow E M I RIDE RENT A CAR to not only grow, but also make it visible in many countries around the world. Our main focus is to expand our services in Abu Dhabi in the short term and in the future to open operations in different Gulf countries, such as Saudi Arabia and Qatar. Create strategic alliances with companies that contribute to our mission. It is the focus for 2024, to which we are open to receiving any type of proposal that helps brands grow.

What strategies have you used to attract and retain customers in a competitive market?

It is true that it is a too large market but it is also true that there are clients for everyone, with our service, our latest model vehicles and very competitive rates even with large companies have been some of the strategies that we implement and that we strive to improve day after day. This is a never-stop process and in which we must continue improving and creating new strategies that allow us to be in the market and position the brand.

We seek to possess the brand on social networks to capture the largest number of clients and followers, and thus feel proud to show all the Colombian talent in Dubai. I believe that social networks are a great opportunity to grow firmly and constantly and thus fulfill our business mission.

How do you ensure that your customers are satisfied with the service you provide?

Our number one strategy has been customer service, we focus and I am too much of a perfectionist so that each client is served in the best way from start to finish, and that has been our greatest differentiator in the market, we have had many, many clients who have booked with us only because of the way in which we provide them with all the information through our reservation line or through our website. For me it is very important that all our clients have a 100% real experience, which means that they have personalized, agile and specific attention, as well as an impeccable car, smelling delicious with some souvenirs in the car that make their stay completely enjoyable. , and thus achieve a positive impact on the memory of each of our clients, this allows us to achieve loyalty with each client who comes to our company.

What do EMI Ride Rent A Car to appealing to the latin American audience?

Basically we are developing campaigns focused on the Spanish-speaking public to make ourselves known not only to Latinos who live in the United Arab Emirates but also around the world, it is a very large market and an audience that we are focused on serving.

We have a great advantage and it is the language, we are the only company that offers attention in Spanish, therefore it allows us to provide all our clients with clear attention, and they find in us a company in which they can trust, we also provide them all our clients information about the most common traffic fines, and some of the most important regulations in order to protect our clients and avoid paying fines or some inconveniences that they may face during their visit to this country.

Have you ever upsold additional services or products to customers?

At this time our operation is based solely on the rental of vehicles for days, weeks and monthly, we are structuring a plan to offer the leasing service for clients who require renting vehicles for 12 or 24 months, offering special conditions, expanding thus our portfolio of services.

What advice could you bring to other entrepreneurs in open a company in UAE

A very important piece of advice that I would give to anyone who wants to start a business in the UAE is to first establish or be very clear about the product or service which you want to sell or offer, having that clear, get very good advice on the entire process that has to be done to obtain the license and finally have the numbers very clear, Dubai offers all the possibilities and facilities but it is an expensive city for the development of different lines of business, the opening and operation costs can be quite high and it can be a point crucial when it comes to maintaining a solid and stable operation and being able to project it in the long term. But without a doubt they dare to dream, to think big, to try, the only person who loses is the one who doesn’t try.
also that they pursue their dreams that they do not lose their focus and desire to carry out what they have proposed for a long time, it is always a good time to start.

About E M I RIDE RENT A CAR:  is a company created in 2022 in search of improving the car rental service in the United Arab Emirates, offering mobility services for tourists, residents, and companies, provide vehicle rental solutions for short periods of time such as days, weeks, and months, as well as corporate plans for small, medium, and large companies, guaranteeing a wide and varied fleet of vehicles to satisfy all needs.

(C) Latin&Gulf/ UAE/2024