Arabian Automobiles, now a part of AW Rostamani Automotive (AWR-A), seeks to enrich people's lives by offering them value-added services that surprise and delight them. Faced with stiff competition in the Middle East, AWR-A decided to refresh its approach to executing strategy in 2006, forming a group dedicated to managing the corporate strategy directly under the CEO. AWR-A's Balanced Scorecard implementation achieved payback in sales volume and market share and instilled a culture of customer-centricity in order to become a forerunner in customer relationship management across the region.