Prince Sultan started his first company when he was still a student: United High Tech, his IT security company developed software solutions and consulted in hardware security issues, and was a success from the outset. The Prince would have continued in the high tech industry, had not his passion for everything automotive overtaken him. He comes from a long line of people passionate about cars: his father instilled a love of vehicles in him when he was growing up, and even today he can’t imagine a day without something to do with an automobile.