Prima is the premier accessories and conversion brand under the Al Khateeb Luxury Automotive Atelier. We are not merely a workshop, but a destination where automotive passion is elevated into an art form. Under the leadership of Abdullah Alkhateeb, CEO of the Atelier, every Prima project is guided by a vision of uncompromising excellence and heritage.
This vision is built upon a foundation of 55+ years of automotive mastery. Since 1970, the Al Khateeb name has been synonymous with trust, technical knowledge, and an intimate understanding of the world’s finest vehicles. Prima carries this legacy forward, dedicating it to the personalization of modern luxury and exotic cars.
A Message from the CEO
“Our clients don’t just own cars; they are stewards of automotive icons. At Prima, our purpose is to honor that responsibility. We fuse our family’s five-decade heritage of craftsmanship with tomorrow’s innovation to create bespoke transformations. Here, perfection is not a goal—it is the only acceptable standard.”
— Abdullah Alkhateeb
CEO, Al Khateeb Luxury Automotive Atelier