Ace Auto Expert, part of the Al Naboodah Commercial Group, has entered into an authorised distribution partnership with Sumitomo tyres.
The partnership will boost Sumitomo’s already strong brand positioning by supplementing the brand with a wider distribution network through Ace Auto Expert. Discerning customers will be able to choose tyres for their specific needs from the diverse portfolio of Sumitomo’s range through Ace Auto Expert`s branches across the UAE, with the partnership officially being launched on 1st September 2021.
Founded in Japan with over a century of experience, Sumitomo is renowned for creating innovative tyre designs through manufacturing and precision engineering quality for SUVs, passenger cars, light trucks and heavy commercial vehicles. Ace Auto Expert, part of the iconic locally owned Al Naboodah group brings to the collaboration over 60 years of branding and commercial expertise, already hosting a number of impressive automotive brands as part of their product portfolio
Masaru Tabata, managing director, Sumitomo Rubber Middle East, said: “Sumitomo understands just how close the relationship between materials and performance actually is. Sumitomo’s Innovative Design Technology expands the functionality of next-generation tyres, improving fuel efficiency, lessening environmental impact, and elevating the safety standards of hot weather driving and all terrain grip. Sumitomo tyres have an attractive appearance but also add function to the tyres, offering rugged aesthetics and all the performance the consumer demands.”
Beyond safety and reliability, Sumitomo offers unprecedented customisation for the demanding yet style conscious vehicle owner. Tyre makers like Sumitomo remain at the forefront of addressing consumer demands for customisation and off-road performance, which in turn has fuelled innovation and diversification in the product range. Locally in the UAE market, SUVs and pickup trucks have historically outpaced passenger sedan sales as families and consumers use these popular utility vehicles for recreation and commuting.
Swaidan Al Naboodah, managing director, Al Naboodah Group Enterprises, said: “The UAE has a strong car and off-roading culture which has always driven a trend for customisation. We’ve identified an upward trend in a substantial domestic demand for quality, reliable and aesthetically designed tyres. As a tyre manufacturer, Sumitomo is at the forefront of addressing consumer demand for tyre choices allowing them to customise their on and off-road vehicles without compromising on safety.”
Ajit Kumar, COO, Al Naboodah Commercial Group, added: “Whether consumers are striving for driving comfort, off roading pickups, family SUVs, or simply a sportier look and enhanced performance feel, Sumitomo tyres promises to offer the UAE tyre market a formidable solution. Sumitomo tyres cater to entire industry needs from cars to light and heavy-duty trucks to industrial equipment tyres.”