F1rst Motors is the ultra-luxury showroom at 409 Sheikh Zayed Road in Dubai that CEO Ali Pacino and Alpago Group have built into a $250-million-plus hypercar catalogue in four years. Founded in June 2021 as what Pacino calls a “hobby that got out of hand,” F1rst Motors today holds more Bugattis, Koenigseggs, Paganis and one-off Ferraris under a single roof than any other dealership in the world — and it’s open to the public, free to walk in.
The Origin Story: A Ferrari Pista Wager That Built a Business
Ali Pacino tells the same story in every interview. He and a friend were discussing a rare green Ferrari 488 Pista — the friend boasting how impossible and expensive it had been to source. Pacino used his contacts, secured a white Ferrari Pista at roughly 30% below market, and the rivalry escalated. Within weeks he and his partners had bought 22 Ferrari Pistas and placed them across various Dubai showrooms on consignment, mostly for fun.
Frustration with other dealerships’ lack of price transparency was the catalyst for opening their own. Pacino and two business partners took over what had been the Danube showroom on Sheikh Zayed Road and, per Pacino, filled the entire building within four months. The doors opened on 13 June 2021. The name “F1rst” came from Pacino’s claim that his network could always acquire “the first cars.”
Alpago Group and the Ayyildiz Family Behind It
F1rst Motors is not a standalone showroom. It sits inside the wider Alpago Group, a Dubai-based conglomerate founded in 2019 by Turkish-born businessman Murat Ayyildiz, the group’s Chairman. Alpago Group operates in ultra-luxury real estate (Alpago Properties), design and construction (Alpago Design & Build), luxury cosmetics (Manifest Beauty) and automotive. Vice President Ridvan Ayyildiz, born in Istanbul, holds a master’s in International Trade and Logistics and originally worked in the family’s gold and jewellery business, Milad Gold, before Alpago expanded into real estate and then supercars.
Both Ayyildiz brothers publicly credit Ali Pacino with running F1rst Motors day-to-day. Murat Ayyildiz’s LinkedIn states: “launched First Motors in 2021 — a leading supercars dealership worldwide.” The name “Alpago” itself comes from a Turkish rank meaning “invincible warrior.”
The $250 Million Inventory: From $100M to $250M in Three Years
The inventory value has more than doubled since opening. Independent press coverage tracks the growth precisely:
| Year | Reported inventory value | Source |
|---|---|---|
| Feb 2022 | Over $100 million | Carscoops |
| Sept 2022 | Over Dh735 million (~$200M) | Gulf News |
| May 2024 | Over $250 million (doubled) | Enes Yilmazer |
| Mar 2025 | $147M on the floor that day | Mat Watson / Carwow |
| Jul 2025 | $200M collection / ~90 cars | Arabian Business |
| Dec 2025 | Over $250 million in stock | Classic Driver |
| Current | $250M+ (official) | F1rst Motors website |
Point-in-time YouTube tours (which count only what’s physically parked on the showroom floor on a given day) come in lower than the total-inventory figure the company publishes. The showroom holds up to 92 cars simultaneously; the full catalogue is larger and rotates constantly.
Every Hypercar in Stock: Brand by Brand
The current line-up spans 13 brands and includes multiple one-off, limited-run and record-holder cars. Each entry below has been verified via F1rst Motors’ official listings, live press coverage or Classic Driver Market listings dated between March and December 2025.
| Brand | Notable models on the floor |
|---|---|
| Bugatti | Chiron Sport Noire (1 of 20), W16 Mistral (1 of 99, 420 km/h roadster world record), Divo, Chiron Super Sport 300+, Chiron Pur Sport, Chiron 110 Ans Edition |
| Koenigsegg | Jesko Attack (1280–1600 hp), Jesko Attack “Odin” one-of-one with 24-karat gold inlays |
| Pagani | Huayra Roadster (exposed blue carbon, first off production line), Huayra Codalunga Speedster (2026), Zonda |
| Ferrari | LaFerrari Aperta (black, $7.8M), F50, Enzo, F40, Daytona SP3 (signed by Leclerc + Sainz), 12Cilindri 2025, SF90 XX Stradale, 812 Competizione, Purosangue |
| Lamborghini | Veneno Roadster (one-of-one exposed carbon), Sián FKP 37, Aventador SVJ Roadster, Revuelto, Countach LPI 800-4, Urus |
| Porsche | 911 GT1 Strassenversion (€15M, most expensive in stock, 2022), 918 Spyder Weissach, Carrera GT, 911 S/T |
| Mercedes-AMG | AMG ONE (F1-derived hypercar), AMG GT Black Series, SLR Stirling Moss, AMG GT Speed Legend |
| McLaren | P1, P1 GTR, Speedtail (403 km/h), 720S |
| Rolls-Royce | Spectre (Electric, 3 units), Phantom VIII Series II EWB |
| Aston Martin | Valkyrie, Vanquish Zagato |
| Ford | Ford GT (multiple examples) |
| Pininfarina | Battista (electric hypercar) |
| Others | Maserati MC20, Bentley Continental GT W12/GTC Speed, Mercedes G-Class fleet |
Segment Strategy: “Nobody Cares About Smaller Cars”
Ali Pacino is blunt about the strategy: “Let’s focus on bigger cars, because nobody cares about the smaller cars, and the profit is in the bigger cars.” The dealership targets high-net-worth and ultra-high-net-worth clients. Pacino states that over 98% of his clients are foreign buyers, and specifically references a wave of wealthy Russian buyers who relocated to Dubai after 2022.
Price ceilings have crept up in step with the inventory. Gulf News reported cars ranging from Dh500,000 to Dh40 million (~$136K to $10.9M) in 2022. Since then Pacino has publicly referenced selling a one-of-one Lamborghini Veneno for $11M and a Koenigsegg Jesko Attack Odin for around $5M. The 2022-listed Porsche 911 GT1 Strassenversion was priced at €15 million (~$15.8M).
The Social Media Machine: 3M Followers, 150M Views
F1rst Motors is described by both Alpago Group executives and independent press as the most-followed car showroom on the planet. The Instagram account @f1rstmotors passed 3 million followers at the end of May 2025. Across all platforms F1rst Motors had reached 150 million combined views by October 2024, with over 100 million on Instagram and another 30 million on TikTok.
Marketing is spearheaded by Mohammad Goodarzy and the in-house team. The showroom hosts a nonstop stream of high-profile guests: two-time F1 World Champion Fernando Alonso visited in October 2024 and was personally guided by Ali Pacino. Automotive YouTubers Mat Watson (Carwow), Enes Yilmazer, Shmee150, WhistlinDiesel plus athletes MS Dhoni and LeBron James have all filmed at F1rst Motors. The signature car for celebrity photo-ops is a Ferrari Daytona SP3 signed by Charles Leclerc and Carlos Sainz.
Awards and What’s Next
F1rst Motors won the “Best Hypercar Dealer” title at the Luxury Lifestyle Awards on 24 September 2025, adding to a 2022 “Showroom of the Year” award from Bespoke by Dubizzle.
In his July 2025 Arabian Business interview, Pacino confirmed expansion plans across three additional locations: Monaco, Switzerland and Germany. He also announced plans to launch a subscriber newsletter and to invest further in F1rst Motors’ digital footprint. No specific opening dates have been published.
Visiting F1rst Motors
- Address: 409 Sheikh Zayed Road, Danube Building, Al Quoz 1 — accessible via Exit 45
- Opening hours: Monday–Thursday and Saturday 10:00–21:00; Friday 14:00–21:00; closed Sunday
- Phone: +971 4 320 1030 (toll-free 800 F1RST / 800-31778)
- Email: info@f1rstmotors.com
- Entry: Free and open to the public — walk-in visitors welcomed
- On-site amenities: Barista bar, coffee lounge, detailing bay, mechanical workshop, in-house photography studio
- Instagram: @f1rstmotors | YouTube: F1RST MOTORS
Frequently Asked Questions
Where is F1rst Motors located in Dubai?
F1rst Motors is at 409 Sheikh Zayed Road, Danube Building, Al Quoz 1, Dubai — take Exit 45 off Sheikh Zayed Road. The GPS coordinates place it on the main highway close to the Al Quoz industrial zone.
Who owns F1rst Motors?
F1rst Motors is part of Alpago Group, founded by Murat Ayyildiz (Chairman) with Ridvan Ayyildiz as Vice President. The showroom itself is led by CEO Ali Pacino, who runs day-to-day operations together with two business partners.
Is F1rst Motors open to the public? Is there an entry fee?
Yes — the showroom is open to the public and free to enter. The official site states: “we are absolutely open to the public. We welcome all automotive enthusiasts.” No admission fee applies.
What are the opening hours?
Monday to Thursday and Saturday from 10:00 AM to 9:00 PM, Friday from 2:00 PM to 9:00 PM. Closed on Sunday.
How much is F1rst Motors’ total inventory worth?
The official F1rst Motors website currently lists over $250 million in total inventory, up from roughly $100 million when the showroom opened in 2022. Value estimates from independent visitors range from $141M (point-in-time count) to $250M+ (full catalogue).
What cars can I see at F1rst Motors?
The current inventory spans Bugatti (Chiron, Divo, W16 Mistral, Chiron Sport Noire), Koenigsegg (Jesko, Jesko Attack Odin), Pagani (Huayra Roadster, Codalunga Speedster), Ferrari (LaFerrari, F50, Enzo, F40, Daytona SP3), Lamborghini (Revuelto, Sián, Veneno, Countach LPI 800-4), Porsche (Carrera GT, 918 Spyder, 911 GT1), Mercedes-AMG (ONE, GT Black Series), McLaren P1/Speedtail, Rolls-Royce Spectre, Aston Martin Valkyrie and Pininfarina Battista.
Who is Ali Pacino?
Ali Pacino is CEO and the public face of F1rst Motors. He grew up in Knightsbridge, London, holds an MBA in International Business and Diplomacy from Nyenrode Business Universiteit and a BBA in Finance from the American University in Dubai. He launched F1rst Motors in June 2021 with two business partners inside Alpago Group.
How many cars are at F1rst Motors right now?
The 6,000-square-foot showroom holds up to 92 cars simultaneously. Recent visits report around 90 vehicles on display at any one time, with the catalogue rotating constantly as high-value cars turn over.
What is the most expensive car at F1rst Motors?
This changes over time given the constant turnover. Recorded top listings include a Porsche 911 GT1 Strassenversion at €15M (~$15.8M) in 2022, a black Ferrari LaFerrari Aperta at $7.8M in March 2025, and a one-of-one Lamborghini Veneno reportedly sold for $11M.
Do they sell to international buyers?
Yes. Over 98% of F1rst Motors’ clients are foreign buyers. The dealership provides a dedicated concierge team that manages global shipping, registration, VIP transfers and bespoke driving experiences. Financing, trade-ins and cryptocurrency payments are also offered.
Key Takeaways
- Founded 13 June 2021 by Ali Pacino inside Alpago Group; celebrated its 4th anniversary in 2025.
- Physical showroom: 6,000 sq ft, 92-car capacity, 409 Sheikh Zayed Road, Dubai.
- Total inventory value more than $250 million — up from ~$100M at opening.
- Home to some of the world’s rarest hypercars: Bugatti W16 Mistral, Koenigsegg Jesko Odin, Pagani Huayra Roadster, Mercedes-AMG ONE, Ferrari LaFerrari Aperta.
- Instagram @f1rstmotors passed 3 million followers in May 2025 — called the most-followed car showroom on the planet.
- Won “Best Hypercar Dealer” at the Luxury Lifestyle Awards 2025.
- Expansion planned to Monaco, Switzerland and Germany.
- Free to visit, no appointment required.