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German auto parts manufacturers look to expand Middle East presence

Apr 12, 2017

Double-digit growth of German pavilion leads international charge of 25 country pavilions at region’s largest aftermarket trade fair

Dubai, UAE: German manufacturers of auto parts and services are at full throttle and have assumed their positions in the starting grids, as they wait for the green light that marks the beginning of the Middle East and Africa’s largest automotive aftermarket trade show next month.

Taking place from 7-9 May 2017 at the Dubai International Convention and Exhibition Centre, Automechanika Dubai will feature 1,935 exhibitors from 57 countries, with approximately 90 per cent coming from outside of the UAE.

According to organiser Messe Frankfurt Middle East, more than 1,300 exhibitors will participate across 25 country pavilions, with Germany leading the way in both exhibitor numbers and exhibition space covered.

A total of 116 leading German aftermarket brands will occupy 6,000sqm, a 15 per cent increase over the previous year, while 107 of these will be part of a government-backed German Pavilion spanning four of the show’s six sections of Parts & Components; Electronics & Systems; Accessories & Customizing; Tyres & Batteries; Car Wash, Care & Reconditioning; and Repair & Maintenance.

The biggest names in the aftermarket business will bring the reputed power, performance and precision of German engineering this year, spearheaded by the likes of Karcher, LIQUI MOLY, MAPCO, MAHLE, MIPA, Schaeffler, WEICON, and Wilhelm Schwenker.

MAHLE is one of the world’s leading international suppliers of original equipment to the automotive industry, with annual sales revenue of EUR 11.5 billion and more than 170 production locations. 

The powerhouse’s Aftermarket business unit will be out in force at Automechanika Dubai 2017, where it will shine the spotlight on its entire range of spare parts, from filters and engine parts to turbochargers, mechatronics and thermostats, as well as workshop equipment.

Olaf Henning, Managing Director of MAHLE Aftermarket, said: “MAHLE products are well-known in the Middle East and have been admired for decades. Especially under the severe climatic conditions in the region, customers have been relying on the high standard of quality and service of MAHLE and will continue to do so in the future.

“The African and especially the Middle East market is a keystone of our Aftermarket business. Besides our very strong presence in the field of engine parts, turbochargers, filtration and thermostats, our newer segments – for example, mechatronics and workshop equipment – offer customers products and services with the added value they are used to.”

LIQUI MOLY is another leading German brand ubiquitous in service stations and auto workshops across the Middle East. The engine oil and additive producer has exhibited at Automechanika Dubai for several years, and has reaped the benefits of persevering in the vast Middle East market.

“The Middle East has always been important for our business, and it’s becoming even more important,” said Thomas Sailer, Export Area Manager at LIQUI MOLY for the Middle East.

“Some companies raise the white flag when they face difficult conditions or smaller markets, but we see the opportunities in the region and we’re very successful in this. For instance, our turnover in Iraq is greater than in many European countries.

“LIQUI MOLY produces exclusively in Germany, so drivers in the Middle East get exactly the same top quality products as those in Germany,” added Sailer.  “We have around 4,000 items in our portfolio: motor oils and additives are the core products, then there’re gear box oils, service products, car care, underbody protection, a/c cleaners and many more.”

Elsewhere, WEICON is a long-standing exhibitor at Automechanika Dubai, and a producer of special adhesives, sealants, technical sprays and high-performance assembly pastes and greases for all industry applications.

The Muenster-headquartered company will showcase its range of adhesives and technical sprays that are widely used for automotive manufacturing, repair and maintenance.

Thorsten Lutz, Managing Director at WEICON Middle East, said: “WEICON products are suitable for nearly all sectors of industry, and we’ve been exhibiting at Automechanika Dubai for years. The show is an important event in our schedule, and is a leading international trade fair for the automotive service industry.

“Many of our customers visit the show and we can inform them about our latest products. The exhibition is the perfect event to show our products to potential customers, to make new business contacts and to establish our company and our products in the Gulf region,” he added.

Country pavilions joining Germany on the double-digit growth path at Automechanika Dubai 2017 include Netherlands, which has increased in size by 87 per cent; and Japan, which debuted at the show in 2016, and returns this year with a 32 per cent increase in size. Poland (13 per cent growth), and Morocco (12 per cent growth), also have impressive year-on-year growth. 

Other country pavilions at the 15th edition of Automechanika Dubai  include Australia, Brazil, China, Egypt, France, Hong Kong, India, Iran, Italy, Korea, Malaysia, Pakistan, Singapore, Spain, Taiwan, Thailand, Turkey, UK, USA, and for the first time, Viet Nam.

Its global influence is underlined by the presence of 36 international trade associations, while 51 per cent of the 30,000-plus trade visitors are expected to come from outside of the UAE.  More information about Automechanika Dubai is available at: www.automechanikadubai.com