When ERMAX A/S made its debut as an exhibitor at Automechanika Dubai, it marked more than just another trade show appearance. For the Danish trailer lighting and cable specialist, the platform represented a strategic inflection point – signalling a decisive shift from a Europe-centric footprint to a more globally balanced growth agenda.
Kristian Løvstrøm Olsen, CEO of ERMAX, underscored the rationale clearly. “It is very important for us to be here because we already have customers in the Middle East, North Africa and also in India. These are very important markets for ERMAX,” he said, adding that the exhibition offered direct access to regions that are fast becoming growth engines for the commercial vehicle and trailer ecosystem.
A Legacy Brand with a One-Stop Product Proposition
Founded in 1948, ERMAX brings with it decades of engineering depth and operational maturity. The company has been part of the BPW Group since 1968, a relationship that has helped it scale its portfolio and global reach while retaining its core Danish engineering DNA.
Olsen explained that ERMAX has steadily evolved into a comprehensive supplier for trailer electrical systems. “If you have a 12-volt trailer or a 24-volt trailer, we are equipped as a one-stop shop. We offer lighting cables, tail lamps, work lights, side markers – everything that is required, all inclusive,” he said.
A key differentiator, he noted, lies in ERMAX’s control over its value chain. Product development is carried out in Denmark, supported by in-house production, stocking and assembly, while a network of production partners across Europe and the Far East enables scale and flexibility. This hybrid manufacturing model allows ERMAX to remain agile while meeting diverse regulatory and market-specific requirements.
From European Stronghold to Global Opportunity
Historically, Europe has been ERMAX’s primary market, a fact Olsen readily acknowledged. “When I joined ERMAX in 2021, the full focus was on Europe,” he said. That focus has since broadened significantly. Over the past four years, the company has consciously expanded its outward lens, driven by both demand dynamics and capacity readiness.
Europe remains a stronghold, with ERMAX currently holding an estimated 8.5 percent market share in the region. However, Olsen pointed out that newer markets are now showing compelling momentum. “We are here because the Middle East is very important for us. Customers in North Africa are important, and India is important as well. We see huge potential at Automechanika Dubai and also in India,” he said.
What surprised him most was the scale of trailer manufacturing activity outside Europe. “I was personally surprised to see how many trailers are produced in Saudi Arabia and also in India. There are a lot of big, huge potential customers in these regions,” Olsen observed, reinforcing why ERMAX is sharpening its focus beyond its traditional base.
Quantifying Growth Ambitions for Emerging Markets
ERMAX is not approaching these markets opportunistically – it is doing so with clear growth targets. Olsen shared that today, the combined contribution of the Middle East, North Africa and India accounts for roughly five percent of the company’s overall turnover. That figure, however, is set to change materially.
“Looking towards 2030, I believe this could grow to 20 or even 25 percent of our turnover,” he stated. The projection aligns with broader global trends, where much of the incremental growth in the automotive and trailer space is increasingly being driven by Asia and parts of Africa.
Automechanika Dubai, in that sense, has validated ERMAX’s strategic assumptions. Participating for the first time, the company saw immediate traction. “Until yesterday, we had a very good day. It was a huge success,” Olsen said. “I was very surprised by how open potential customers were – willing to engage, discuss ERMAX and understand our product range.”
A Platform That Delivers Strategic Visibility
Beyond lead generation, Olsen views Automechanika Dubai as a credibility amplifier for brands looking to establish or deepen their presence across emerging regions. The diversity of visitors and the seriousness of commercial intent stood out for ERMAX.
“This platform is extremely important if you want to reach potential customers across the Middle East, Africa and South Asia in one place,” he implied, noting that the quality of interactions far exceeded expectations. Unsurprisingly, ERMAX is already committed to returning for future editions.
For ERMAX, the Dubai debut was not about ticking an exhibition box. It was about testing market receptivity, validating growth hypotheses, and positioning the brand for its next phase of expansion. With a strong European base, a comprehensive product portfolio and clear numerical ambitions for emerging markets, the company appears well aligned to capitalise on the shifting geography of global trailer demand.
