At Automechanika Dubai 2025, MANN+HUMMEL used the industry’s most influential aftermarket platform in the Middle East and Africa to reinforce its multi-brand strategy and underline its long-term commitment to the region. The global filtration major showcased its three aftermarket brands – MANN FILTER, FILTRON and WIX Filters – each positioned to address specific customer segments across a wide range of applications.
Speaking at the show, Onur Ozyapici, Vice President – Automotive Aftermarket India, Middle East and Africa, said Automechanika Dubai remains a cornerstone event for the company’s regional aftermarket strategy. “As MANN+HUMMEL, we are presenting our multi-brand portfolio to our esteemed partners and customers. We are here today with MANN-FILTER, FILTRON and WIX to meet the needs of different segments with distinct expectations in terms of performance, coverage and lifecycle requirements,” he explained, adding that this structured portfolio approach enables the company to remain relevant across diverse market realities.
The Middle East and Africa continue to be high-priority regions for MANN+HUMMEL, supported by strong fundamentals such as a growing vehicle parc, increasing average vehicle age and rising awareness around maintenance and filtration quality. Onur emphasised that the company’s regional strategy is built on proximity to the market. “We believe in the strong growth of this region, Middle East and Africa. We are present everywhere, in every country, through our distributors, to be closer to end customers, garages, fleet operators and industrial partners,” he said.
This market-facing approach is underpinned by a well-established operational footprint. MANN+HUMMEL currently operates three entities across the Middle East and Africa: the United Arab Emirates, serving Middle East and East Africa markets; Morocco, covering Central and West Africa as well as the Maghreb; and South Africa, serving the SADC region.
Beyond sales and distribution, the company has also been investing in regional infrastructure to strengthen supply reliability and responsiveness. Warehousing capabilities across these hubs ensure consistent availability, while local operations help shorten lead times and improve service levels. A major milestone in this journey has been the commissioning of a manufacturing plant in South Africa earlier this year. Highlighting its significance, Onur said the facility has already begun contributing to a stronger and more stable market flow, reinforcing the company’s ability to support customers locally.
Automechanika Dubai, according to Onur, plays a unique role in bringing together the future direction of the automotive aftermarket with on-ground market realities. “Automechanika Dubai is where we bring our portfolio strategy into direct conversation with partners and customers across the region,” he observed. The platform enables brands to engage meaningfully with distributors, customers and partners while gaining insight into evolving expectations across regions.
Reflecting on the show’s progress, Onur expressed confidence in the quality of engagement witnessed over the first two days. The diversity of visitors and depth of discussions reinforced Dubai’s position as a strategic hub connecting the Middle East, Africa and neighbouring markets. For MANN+HUMMEL, the event also served as a reaffirmation of its long-term regional roadmap, anchored in brand segmentation, operational depth and sustained investment.
As aftermarket demand across MEA continues to mature, with greater emphasis on quality, durability and lifecycle performance, MANN+HUMMEL’s multi-brand approach positions it to address the full spectrum of customer needs. With strong regional infrastructure and a clear focus on staying close to the market, the company is poised to further consolidate its presence and drive steady growth across the region.
