Lebanon’s automotive history is one of courage; the unbreakable entrepreneurial spirit that continues to transform the Middle East’s motor vehicle industry even today.
Long before the illuminated showrooms and mega-dealerships, the automobile arrived in the region as a pure act of daring. In the early 1900s, when roads were scarce and infrastructure uncertain, visionary Lebanese individuals embraced the motor as a promise of progress—as much as it was a machine.
At a time when much of the Middle East still relied on caravans and coastal trade routes, Lebanon stood at the epicentre of modernisation. The first automobiles, whether brought by Dr Howard Bliss, the Sursock family, Boutros Dagher, or other pioneers, were symbols of ambition. And in 1913, Isabelle Bustros broke convention by becoming the first woman in Lebanon to own a car, proving that innovation in the country was never limited by tradition, nor by expectation.
This early love with the wheel and engine ran deep. Such that it even found its way into Lebanese poetry and theatre alike. Because for the people of this region, the car represented a way forward (in more ways than one).
As automobiles moved from novelty to necessity, Lebanese entrepreneurs stepped forward. Khairallah, Kettaneh, Boukhater, Hibri, Hoss, and Corm were among the families who set to work building an industry from the ground up. With a little infrastructure and a lot of risk, they established dealerships, repair workshops, spare parts networks, and regional distribution routes that stretched across Syria, Palestine, Jordan, and Iraq.
They crossed deserts. They climbed mountains. They navigated cascades of uncertainty, long before “logistics” became a science. Little did they know at the time, but these pioneers would come to connect economies, granting mobility and modernisation to the masses across the region.
Decades later, however, Lebanon’s political and economic instability may have shifted the centre of automotive gravity toward the GCC. Saudi Arabia now leads in scale and volume. The UAE sets global benchmarks for the future of mobility. Kuwait, Qatar, Oman, and Bahrain continue to grow with a mighty appetite, in particular for premium and luxury brands.
Yet, one truth remains undeniable: Lebanese leadership is woven into the fabric of the Gulf’s automotive success.
Across OEMs, distributor groups, dealer principals, C-suites, aftersales operations, marketing teams, and transformation projects, Lebanese professionals are leading and scaling automotive businesses across the Gulf and beyond. They carry with them the same DNA of resilience. That, paired with the adaptability to endure and the vision that defined the pioneers just a short century ago.
Despite uncertainty at home, the Lebanese spirit has never slowed. It has thrived. It turns challenge into capability; ambition into execution.
This storied history is a reminder that progress is driven by people willing to move forward when conditions are uncertain.
The team at Automotivate Middle East and Africa proudly salutes the pioneers of yesterday and the leaders of today, those who continue to shape mobility and excellence across the Middle East.
If you know a Lebanese automotive professional, past or present, who has made or continues to make a meaningful impact at OEM, distributor, or dealership level, we invite you to reach out to us and celebrate their journey.
Because this story is still being written, and Lebanese leaders remain firmly in the driver’s seat.
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