At Automechanika Dubai, HELLA’s leadership struck a confident note on market momentum, portfolio expansion, and long-term commitment to the Middle East, Africa, and India. Speaking to MOTORINDIA at the company’s booth, Dr. Nima Mehrdadi, Vice President – Aftermarket MEA & India, and Managing Director, HELLA Middle East, outlined how the brand is leveraging its regional footprint, renewed product strategy, and organisational resilience to sustain double-digit growth despite geopolitical and economic headwinds.
“The show was, again, a success story for us,” said Dr. Nima, reflecting on three packed days of engagement. “We had very busy days with back-to-back meetings and the opportunity to meet big customers from across Morocco, Algeria, Saudi Arabia, Egypt, India, and parts of Africa. For us, Automechanika Dubai is always an excellent opportunity to come together and showcase new products from our expanding portfolio.”
Back to cool – HELLA re-enters thermal management at scale
A key communication theme at HELLA’s stand this year was the company’s renewed push into thermal management – a segment where the brand has long-standing global credentials. Dr. Nima acknowledged that HELLA had been absent from this space in the aftermarket for several years but stressed that the comeback is now well underway.
“The market knows HELLA as a thermal management expert, but we were out of the market for around five years,” he explained. “Now we are back – and we are back to cool. We are launching our thermal management portfolio in three different phases.”
According to Dr. Nima, the first phase has already been rolled out, with the second phase scheduled for early 2026. By the middle of next year, HELLA expects to have launched more than 6,000 SKUs, significantly strengthening its aftermarket offering. This phased approach, he noted, allows the company to scale responsibly while ensuring quality, availability, and market relevance across diverse operating conditions.
The renewed thermal management focus also aligns closely with regional realities. Extreme climate conditions across the Middle East and parts of Africa place higher performance demands on cooling systems, making product robustness and reliability non-negotiable. HELLA’s re-entry, therefore, is positioned not merely as a portfolio expansion but as a strategic response to customer needs on the ground.
Regional depth fuels sustained double-digit growth
Beyond products, HELLA’s confidence stems from its entrenched presence across the MEA and Indian markets. Dr. Nima highlighted that the company’s regional strength lies in its balanced operating model – combining global core products with solutions tailored specifically for local requirements.
“HELLA already has a very good footprint across the entire region,” he said. “We have a strong setup in South Africa, two companies in Dubai, and a very big and capable team in India. This gives us a unique advantage.”
He added that HELLA’s regional portfolio includes products developed specifically for local markets, alongside its global offerings. “This mix of global HELLA core products and regional products that you can only find in our region is what is driving our success.”
Despite ongoing geopolitical and economic challenges over the past year, HELLA’s performance has remained resilient. “Even with all the challenges we’ve seen in the last 12 months, we can proudly say that HELLA is one of the few brands still growing,” Dr. Nima said. “We will achieve double-digit growth compared to last year, and if I look at the last five years, we have been growing year after year in double digits.”
Preparing for 2026 with resilience and realism
Looking ahead, Dr. Nima was pragmatic about the road ahead. He acknowledged that 2026 is unlikely to be an easy year, particularly in the first half, but underscored HELLA’s preparedness and confidence in its teams.
“2026 will for sure not become easier, especially in the first six months,” he said. “In the Middle East, things can change very quickly – sometimes positively, sometimes negatively. But we are prepared. We have a strong team, a resilient organisation, and people who are used to dealing with challenges.”
That organisational resilience, he believes, will be critical as HELLA continues to invest in people, products, and partnerships across the region. “I am very optimistic – for our business, for HELLA, and for the entire region in 2026,” he added.
A must-attend platform for the independent aftermarket
Dr. Nima has been a regular presence at Automechanika Dubai for the past five years and is also closely associated with the show’s ecosystem through his involvement with Messe Frankfurt. From this vantage point, he sees the event as indispensable for the independent aftermarket.
“This platform is one of the most important when it comes to the independent aftermarket,” he said. “For us, being here is almost a must. People expect HELLA to be here – to meet the team, see new products, and discuss upcoming launches.”
He pointed out that the show’s real value lies in its ability to compress an otherwise vast region into three focused days of strategic interaction. “The region is huge, but during these three days everyone knows they have to be here. It’s about exchange, alignment, and also setting the strategy for the next 12 months.”
