At Automechanika Dubai, widely recognised as the epicentre of the Middle East and Africa automotive aftermarket, Neweast Group once again reaffirmed its leadership position through a commanding presence. As the show’s long-standing Diamond Partner, Neweast’s participation reflected not just scale, but a clearly defined long-term vision anchored in customer value, portfolio depth, and regional relevance.
Speaking at the event, Khalid Juma Ahli underlined the strategic importance of Automechanika Dubai for the company. He said the platform plays a vital role in bringing together Neweast’s global customer base and ecosystem partners in one location, allowing the company to showcase its full capabilities. “For Neweast, this platform is extremely important,” he said, adding that the event offers a unique opportunity to connect with customers from across markets while reinforcing the company’s commitment to delivering the best to its partners.
A high-impact platform for customer engagement
The scale of engagement at the Neweast Group stand once again set it apart at the show. Ahli shared that footfalls at the booth crossed 10,000 visitors, reflecting the company’s strong recall and influence across the region. This level of interest, he explained, is a direct outcome of Neweast’s expansive product and brand portfolio, built steadily over the years.
Currently, Neweast Group works with over 248 brands across the automotive aftermarket. Ahli said this breadth positions the company as a driving force in the market, enabling it to cater to a wide spectrum of customer requirements across vehicle segments and applications. He expressed pride in the company’s role as a market leader, noting that scale alone is not the objective – relevance and reliability for customers remain central to Neweast’s approach.
2025 milestones and strategic partnerships
Reflecting on calendar year 2025, Ahli described it as another year where Neweast surpassed its own expectations. He said the company has consistently raised its internal benchmarks year after year, and the past year continued that trend.
One of the most significant highlights of 2025 was the signing of a major agreement with ENOC, one of the largest motor oil lubricant brands in the domestic market. “This was obviously one of our biggest achievements,” Ahli said, adding that the partnership was formally celebrated and showcased through a domestic gala dinner. The collaboration, he explained, represents a key strategic win and further strengthens Neweast’s position in the lubricants segment.
Capitalising on regional momentum
Ahli also spoke about the growing global focus on the Middle East and Africa as critical hubs for automotive trade and distribution. With increasing migration of business interest from West to East, he said Neweast has been quick to recognise and act on emerging opportunities. “Neweast is a company where, when the opportunity knocks the door, we take it,” he remarked.
He explained that the company actively leverages these shifts to enhance its ability to deliver value to both regional and global customers. The region’s growing prominence, according to Ahli, presents a significant opportunity, but one that Neweast approaches with responsibility rather than complacency. He stressed that the company does not take its position in the market for granted and remains focused on strengthening its role as a trusted partner.
Looking ahead with confidence
Despite operating in a dynamic and often challenging aftermarket environment, Neweast’s outlook remains firmly positive. Ahli said the company’s philosophy is centred on consistency and continuous improvement, regardless of external challenges. “Year by year we try and keep delivering the utmost best to our customers,” he said, adding that challenges are viewed as opportunities to learn and evolve.
Looking ahead, Ahli expressed strong confidence in the road to 2026, describing it as a year expected to be even bigger and more successful for Neweast. He reaffirmed the company’s commitment to remaining “Beyond Genuine” in its dealings, signalling a continued emphasis on trust, authenticity, and long-term relationships as key pillars of its strategy.
As Automechanika Dubai once again demonstrated its role as a global meeting point for the automotive aftermarket, Neweast’s presence stood out as a reflection of regional leadership backed by scale, partnerships, and a clear forward trajectory.
