Automechanika Dubai 2024, in its 21st edition from 10th to 12th Dec 2024, reached unprecedented heights, becoming the largest showcase of its kind in the region. With 2,228 exhibitors from 62 countries and visitors hailing from over 150 nations, the event underscored Dubai’s prominence as a global trade hub. We bring you an exclusive report.
Automechanika Dubai 2024 offered expanded floor space, increased by 18 percent across 17 halls, along with a record number of product launches and enhanced networking opportunities, setting a new benchmark for its impact. “It’s an absolute pleasure to be here at Automechanika Dubai 2024,” said Mahmut Gazi Bilikozen, Portfolio Director – Mobility & Logistics at Messe Frankfurt Middle East GmbH. Reflecting on the event’s remarkable growth, he added, “This is the largest Automechanika Dubai ever, showcasing unprecedented participation and innovation.”
The pandemic’s impact reshaped global trade shows, intensifying the desire for in-person interactions. Bilikozen credits Dubai’s leadership for fostering this resurgence. “Dubai is a safe, modern city that fosters business opportunities,” he noted, emphasizing its role as a networking and trade epicenter for the Middle East and North Africa.
This year, innovation and sustainability took center stage, aligning with global automotive trends. Platforms like “Innovation for Mobility” and advisory input from 17 industry experts have refined the event’s strategy, offering cutting-edge insights.
Lighting, Ignition, and Suspension Technologies
Neweast General Trading, a key player in the UAE’s automotive market, operates across 60 countries in the GCC and Africa, serving over 7,000 clients with a diverse range of automotive parts and accessories. The company partners with leading workshops to streamline operations, cementing its market dominance. “Neweast is a market leader in the automotive industry,” said Henry Shaaya, Group Managing Director. Its product portfolio spans Asian and European parts, tyres, batteries, lubricants, and bearings. He highlighted the strategic role of Automechanika Dubai, emphasizing the company’s ambition to dominate the regional market with an outlook of limitless potential.
A leader in lighting solutions, OSRAM unveiled cutting-edge products tailored for Middle Eastern terrains. “Our LEDr retrofit solutions for halogen and Xenon bulbs are among our most exciting offerings,” said Yvonne Nelling, Vice President, Automotive Sales ELAMEA, AMS, OSRAM Group. Expanding beyond lighting, OSRAM introduced accessories for construction vehicles and off-road enthusiasts, including working lights, safety lights, and tyre care products, such as their high-performance LED work lights and advanced safety beacons. “We’ve developed this portfolio to meet regional demands with unmatched quality,” she explained, adding that a fleet operator in Saudi Arabia recently reported significant operational efficiency improvements after switching to OSRAM’s solutions.
Representing the NGK and NTK brands, Niterra Middle East showcased high-quality ignition components and sensors at the event. “Our focus remains on promoting reliable products trusted across the Middle East, Africa, and beyond,” said Daisuke Watanabe, Managing Director. Addressing counterfeit products in the region, Niterra launched a trust-building program to provide reliable information to customers. “Through this initiative, we aim to combat imitation parts and ensure safety,” he emphasised.
SAE-SMB Middle East introduced cutting-edge spoke hub axles and nine-ton air suspensions, innovations that made a splash among fleet operators and manufacturers. “Our focus is on key markets such as Saudi Arabia, Oman, and Qatar, where these products bring entirely new solutions,” noted Murali Krishnan, Sales Manager, Middle East. SAE-SMB reinforced its commitment to delivering French-designed, European-grade products with robust aftersales support, a key differentiator in the competitive GCC landscape.
EXEDY Middle East FZCO unveiled its Japanese-manufactured clutch systems, known for their adherence to stringent quality standards. “We are proud to offer genuine EXEDY products, with innovations like sports clutches for Toyota 86 and expanded parts for automatic transmissions,” shared Toshihiro Abe, Vice President. The company emphasized Dubai’s logistical advantages, enabling seamless exports to GCC and African markets.
Mansons International showcased its extensive range of components, including suspension, steering, and axle parts, catering to the Middle East’s diverse truck population. Gautam Khanduja, President, highlighted, “The region’s extreme heat challenges durability, making our focus on quality and longevity critical.” Despite price sensitivity in the market, Mansons balances affordability and high performance, catering to fleets with varied operational demands.
Hella Middle East focused on bridging global innovation with region-specific solutions. Dr. Nima Mehrdadi, Vice President Aftermarket MEA & India, introduced air suspensions, cabin shock absorbers, and the ValueFit range for older fleets. The company also showcased its global lighting and lubricants range. Hella’s strategic partnership with Aladi Group in Saudi Arabia further cemented its position, reducing lead times and maintaining its quality benchmarks. “Our 125-year legacy is built on trust and cutting-edge technology,” said Dr. Mehrdadi.
Pedders Middle East made its debut with high-quality suspension solutions tailored to the region’s needs. “We bring 75 years of expertise to offer solutions for SUVs and desert safaris,” said Aadil, General Manager. The company aims to establish itself as a leading suspension brand in the Middle East.
Sustainability and Efficiency: Greases, Tyres, and Batteries
Trinity Lubes & Greases emphasized its sustainability focus at Automechanika Dubai, offering biodegradable greases and NSF-approved food-grade lubricants. With facilities in India and the UAE, the company strives to lead innovation while maintaining environmental responsibility. “Our focus on sustainability reflects our commitment to future generations,” said Sachdeva.
Arabian Petroleum Ltd. marked its fifth appearance at the event, presenting over 500 products, including biodegradable lubricants. “Our greases and oils offer environmentally friendly solutions,” said Manan Mehta, Director. The company continues to drive innovation while aligning with global sustainability goals.
Ralson Tyres, in just 20 months, has carved a niche in the global TBR market, with products achieving exceptional mileage—up to 280,000 km in Europe. “Our patented Cool Compounding Technology (CCT) ensures durability and cost efficiency,” explained Prabhakar Garimella, Sr. Vice President.
National Batteries Company (NABATCO) has cemented its position as a leader in the automotive battery space. “Our focus is on high-quality performance rather than mass-market commercial brands,” said Abdulrahman Al Zahrani, General Manager of NABATCO.
myTVS showcased its extensive range of over 300 automotive accessories, including Android touchscreen players, LED headlights, vacuum cleaners, and connected car solutions. Expanding beyond India, the brand is tapping into the Middle East and Africa, backed by strong after-sales service and warranties. Sunil Dhingra, CEO – Accessories, myTVS, stated, “With our deep consumer insights from India, we are now expanding into the Middle East, offering not just innovative car accessories but also localized solutions that cater to premium and price-sensitive markets alike.”
Advanced Tools and Smart Repair Technologies
At the event, HBC Group showcased its comprehensive smart repair solutions, including diode cut machines and automated wheel paint systems. “We offer 360-degree repair solutions, from dents to leather,” said Jacob Bro Christensen, Group Sales Director. With strong demand in the Middle East and Asia, HBC’s innovative services cater to workshops and OEMs worldwide.
DaTo’s participation marked a focus on sustainability and accessibility, with offerings spanning EV setups, diagnostics, and lubricants. “We aim to bridge the gap between premium tools and affordability for younger professionals,” said Arun Sivanand, General Manager. DaTo also revealed plans to enter the Indian market in 2025, tailoring its portfolio for the country’s unique automotive needs.
Cojali presented its dual expertise in spare parts and diagnostic solutions, with products ranging from fan clutches to Jaltest diagnostic tools for commercial vehicles. “As vehicles evolve, we stay ahead with advanced tools,” said Miguel Villahermosa, Senior Sales Executive. Cojali’s commitment to innovation secured its position as a global leader in automotive solutions.
Milwaukee Tools debuted at Automechanika Dubai, showcasing battery-powered tools designed for greater efficiency in the automotive sector. “We’ve replaced pneumatic tools with battery technology to boost productivity,” said Dewal Jindal, Account Manager. With a focus on sustainability and user flexibility, Milwaukee is reshaping the industry.
Paracoat showcased its advanced soundproofing solutions, designed to address GCC-specific challenges. “Our products reduce noise and heat, improving driving comfort,” said Aayush Poddar, Head of Aftermarket & Exports. Paracoat’s innovation caters to luxury car owners and audio enthusiasts in extreme conditions.
Automechanika Dubai 2024 continued to serve as a critical melting pot for automotive innovation, drawing participants and stakeholders from across the globe. This year’s event highlighted the region’s dynamic evolution, highlighting how cutting-edge technologies, strategic partnerships, and regional insights are shaping tailored solutions for a rapidly growing market. These advancements not only reinforce the Middle East’s pivotal role in global trade but also set a new benchmark for future industry collaborations and innovations.
