One of Bahrain’s leading businesswomen has spoken of the drive, ambition and ‘customer-centric’ philosophy that has helped her find success in both the public and private sectors.
The multi-talented Al Haddad Motors deputy chairperson since 1998, Deema Al Haddad is helping to steer one of the biggest local family enterprises through technological transformation in a highly competitive sector.
Speaking exclusively to GDN, Ms Al Haddad explains how her leadership is defined by a delicate act of balance: honouring the long-term Mercedes-Benz partnership while relentlessly pursuing innovation.
“For more than 70 years, our partnership with Mercedes-Benz has been built on trust, consistency, and a deep respect for the brand’s heritage.
“Preserving that legacy is essential, but so is recognising that the automotive sector is transforming faster than ever,” she states.
Her philosophy dictates that the company must be anchored in its core values while simultaneously empowering teams to digitise, experiment and adapt.
Al Haddad Motors invests heavily in electric mobility readiness, new technologies and customer-experience innovation, yet this has been achieved ‘without losing the personalised service and family-business spirit that built Al Haddad Motors’.
She succinctly summarises this duality: “Heritage gives us credibility; innovation ensures our relevance.”
This focus on transformation is rooted in ‘customer-centric growth’.
She is particularly proud of the complete redesign of the after-sales experience. This ‘Customer First’ journey introduced digital appointment management, proactive service reminders and personalised follow-ups.
Crucially, the training focused on enabling the team to ‘anticipate customer needs rather than simply respond to them’.
The effectiveness was immediate.
“Within the first year, our CSI scores saw double-digit improvement and we were recognised by Mercedes-Benz Overseas for service excellence,” she added.
The success, she notes, lay in aligning technology, process, and people toward the single goal of ‘exceeding customer expectations’.
HRH Princess Sabeeka bint Ibrahim Al Khalifa presenting Ms Al Haddad with the Supreme Council for Women’s award for entrepreneurship
Initiating significant change within an established organisation, such as a multi-decade automotive distributor, presents a distinct leadership challenge when contrasted with a start-up. For a legacy company, the greatest challenge is ‘shifting mind-sets’, as individuals instinctively gravitate toward the familiar, especially in organisations with a successful history.
Unlike a start-up where the culture is still forming, the leader of an established company must ‘honour the existing strengths while opening a new path forward’. She insists that change is only successful when people feel ‘included in the journey’ rather than disrupted by it, requiring constant communication, empathy and transparency.
With experience spanning the automotive, public and luxury jewellery sectors, Ms Al Haddad reflects that her public sector roles, particularly within national institutions, demanded the most rigorous discipline in governance and strategic decision-making.
Ms Al Haddad
In these positions, decisions are required to balance regulatory compliance, economic growth, public responsibility and long-term national impact.
While the jewellery sector was demanding due to global sensitivity and compliance, and the automotive sector tested customer foresight and agility, she confirms, ‘in terms of consistency, the public sector undoubtedly required the most structured and accountable decision-making’.
As Bahrain German Friendship Society president, Ms Al Haddad’s efforts are currently focused on cultural exchanges, such as music and art exhibitions, and a business-to-business (B2B) forum between Bahraini and German businesses.
The society is working with the Goethe Institute to offer certified German language courses. Ms Al Haddad sees Germany’s expertise in engineering and sustainability as perfectly aligning with Bahrain’s goals for economic diversification, with her role being ‘to ensure we build bridges that create real business and cultural value for both nations’.
During her tenure as a Tamkeen board member, she was tasked with balancing the national priorities of Bahrainisation and upskilling with the practical issues faced by private sector entrepreneurs.
Her method involved keenly listening to entrepreneurs and translating their difficulties into viable support programmes. This meant offering incentives that aligned commercial feasibility with national priorities, such as wage support, training subsidies and initiatives designed to enhance the competitiveness of local talent.
She also highlighted support for the National Employment Programme, led by His Royal Highness Prince Salman bin Hamad Al Khalifa, Crown Prince and Prime Minister, which has an ongoing annual target of employing 25,000 Bahraini citizens in the private sector.
She firmly believes that successful policy is never created in a vacuum; it ‘emerges from dialogue between policymakers and the private sector’.
As a previous Bahrain Chamber of Commerce & Industry board member and Pearl & Gold Jewellery chairman the most critical market challenge was addressing the pressure for transparency in supply chains and the rise of lab-grown diamonds.
As consumer demands shifted toward ethical assurances, clarity and authenticity, regulatory bodies worldwide were adapting rapidly, requiring Bahrain to ensure its alignment with global standards.
The fundamental lesson drawn was that ‘education is paramount’ - both for retailers and customers.
His Majesty King Hamad receives Ms Al Haddad, as he met citizens and dignitaries during Ramadan last year
Clear communication and robust compliance frameworks, she stresses, are vital to maintaining consumer trust and protecting the industry’s integrity. She also noted the establishment of the Bahrain Institute for Pearls and Gemstones (Danat) in 2017, at the instigation of HRH Prince Salman, as a wholly owned subsidiary of the sovereign wealth fund Mumtalakat, with the vision to become the preferred global institute for scientific research and third-party verification of natural pearls and gemstones.
Her role at Empire International Motors, KSA (2025), suggests a focus on regional expansion, requiring a different strategic approach compared to the Bahraini market.
She explains that Saudi Arabia is currently experiencing ‘unprecedented economic momentum driven by its Vision 2030’. The competitive pace and sheer scale are fundamentally different from Bahrain, which offers a more intimate market where personalised service is a key differentiator.
In Saudi, she states, the strategy must be ‘bold, fast-moving and highly data-driven’, prioritising market segmentation, operational efficiency and scalability to reflect the kingdom’s dynamic regional role and cater to its young, digitally native population.
Asked to identify the single most important, non-academic skill acquired for success across her various leadership roles, Ms Al Haddad immediately names emotional intelligence.
“Technical knowledge can be acquired, but the ability to understand people – to listen, motivate, resolve conflict and inspire – is what truly drives leadership success,” she argues, highlighting how this has allowed her to lead with clarity and resilience by building trust in every organisation she has served.
Finally, as a founding member of the Bahrain Car Dealers Association and a long-time member of the Bahrain Business Women Society, she offers practical advice to young women establishing careers in the traditionally male-dominated automotive trade.
Bestune showroom
First, they must ‘believe deeply’ in their own capability. Confidence is essential. Secondly, they must invest in continuous learning - industries evolve quickly and ‘expertise earns respect’’.
And thirdly, they must build a strong network of mentors and allies. She encourages them to remember that while the industry has been male-dominated, she has seen first-hand how ‘talent, determination, hard work and professionalism open doors’.
Her concluding instruction is clear: “Your voice has value. Use it and never hesitate to take a seat at the table.”
Ms Al Haddad also extended her deepest gratitude and congratulations to His Majesty King Hamad and His Royal Highness Prince Salman bin Hamad Al Khalifa, Crown Prince and Prime Minister, Bahrain’s Government and people on the occasion of Bahrain’s National Day. “May Bahrain continue to thrive under their esteemed guidance,” she said.
German Ambassador Henning Simon, left, and Ms Al Haddad
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