Al-Futtaim Automotive

Shane Elliott

Shane Elliott is a seasoned leader in Aftersales Technical Learning & Development with 30+ years in the automotive industry. He pioneered the region’s first IMI-accredited New Energy training Centre, advancing EV, hybrid, and hydrogen mobility through innovation, excellence, and workforce empowerment.

In an exclusive interview with Manage HR, Shane Elliott shared his views on how people development shapes a skilled, future-ready automotive workforce.

In the dynamic world of automotive aftersales, where technology evolves rapidly and customer expectations rise even faster, the true differentiator is people. My journey in people development has been shaped by this belief, a conviction that investing in human capability is not just a strategic imperative, but a moral one.

As the Head of Aftersales Learning & Development at Al-Futtaim Automotive Talent Centre, I’ve had the privilege of leading a regional team of trainers and consultants across multiple markets. Our mission is clear: to build a future-ready workforce that is technically competent, customer-focused, and aligned with the values of our organisation. This journey has been both challenging and deeply rewarding.

Building the Foundation: From Compliance to Capability

When I first stepped into this role, the landscape was fragmented. Training was often reactive, compliance-driven, and lacked a cohesive strategy. My first priority was to shift the narrative from ticking boxes to building capability. We began by aligning our programmes with brand standards and business goals, ensuring that every learning intervention had a measurable impact.

One of the milestones was transforming the Al-Futtaim Automotive Talent Centre into an IMI-approved facility. This allowed us to deliver internationally accredited programmes, elevating the credibility of our training and the confidence of our technicians. Today, our centre supports over 47 brands and has become a benchmark for technical excellence in the region.

Innovation in Action: EV Training and Safety Leadership

As the industry pivoted towards electrification, we recognised the urgent need to upskill our workforce in EV technologies. This led to the creation of a state-of-the-art EV Training Lab, equipped with simulators and high-voltage safety protocols. Beyond technicians, we extended training to first responders, aligning with national safety goals and COP28’s Net-Zero ambitions.

“My journey in people development has taught me that learning is not a department, it’s a culture”

We also launched the EV Photocard System, a simple yet powerful tool that ensures technicians are certified and safe to work on high-voltage systems. These initiatives culminated in Al-Futtaim Automotive receiving the first IMI International Partner of the Year Award in 2025, a recognition of our pioneering role in automotive education.

Strategic Programmes: Developing Leaders from Within

People development isn’t just about technical skills; it’s about leadership, mindset, and culture. That’s why we are launching the Aftersales Manager Development Programme, a transformative initiative designed to build strategic, operational, and leadership excellence across our aftersales teams. The programme empowers staff to innovate, mentor, and lead, creating a pipeline of future leaders who understand both the business and the human side of service delivery.

Collaboration and Culture: The Heart of Development

None of this would be possible without the incredible people I work with. From regional trainers in Sri Lanka and Egypt to consultants in Qatar and Oman, our team is united by a shared purpose. We’ve built a culture of continuous improvement, where feedback is welcomed, ideas are celebrated, and learning never stops.

Our monthly HR-L&D alignment meetings ensure that training is not an isolated function but a strategic partner to the business. These sessions cover everything from technician accreditation to seasonal campaign readiness, ensuring that our people are always prepared for what’s next.

Recognition and Reflection

In February 2025, I was honoured with the President’s Gold Pin Award, Al-Futtaim Automotive’s highest internal accolade. While awards are gratifying, they are not the goal. The real reward is seeing a technician grow from a trainee to a team leader, or watching a service advisor deliver exceptional customer experiences because they feel confident and supported.

Looking Ahead: Scaling Impact

Our roadmap is ambitious. We aim to achieve 100% IMI EV certification across all technician levels, establish Al-Futtaim as a regional EV talent powerhouse, and continue integrating global standards into local contexts. We are also exploring AI-powered learning journeys and micro-credentialing to make development more personalised and scalable.

In closing, my journey in people development has taught me that learning is not a department, it’s a culture. It’s about creating environments where people feel safe to grow, challenged to excel, and inspired to lead. At Al-Futtaim Automotive, we’re not just training our associates, we’re building futures.