The tenth edition of the after-market trade fair Automechanika Middle East opened on Tuesday (22/05/2012) in Dubai.
The three-day exhibition has grown 24% on last year, with 22 dedicated country pavilions, including countries as diverse as Germany, Tunisia, Australia and China.
The fair represents a chance for manufacturers and distributors to establish new relations, sell parts and equipment, and reconnect with existing customers.
There was a strong presence of visitors from key markets, including Saudi Arabia and Iran, and from further afield, India and Africa.
According to organiser Ahmed Pauwels, CEO of Epoc Messe Frankfurt, Saudi Arabian buyers have a growing awareness of the advantages of sourcing products from Dubai.
“As trade between the two largest economies of the Arabian Peninsula continues to flourish, due to forward-looking policy decisions taken by the two governments, the Saudi market for automotive equipment and spare parts will continue to gain in importance,” said Pauwels.
Speaking at the show, Alexander Wagner, vice president sales and marketing aftermarket, of the German brake manufacturer Knorr-Bremse, said Automechanika was a good chance to gauge their presence in the market, and determine levels of local demand.
It was also important to meet with their existing partners in the Middle East.
“You need to have a very close relationship with your customers.”
Knorr-Bremse, which had turnover of 3.7 billion Euro in 2011, supplies brakes to the commercial vehicle and rail markets.
Marc Sommer, regional director for ZF Middle East, says the show is a good chance to promote brand awareness, and connect with their customers especially around technical matters and support.
“For the new components, which are highly technical and advanced, you need to give your partners and customers the reassurance that ZF is close to them, because they need the technical information. This is the boost we want to give, we are here, we are ZF, you can talk with us directly.”
ZF has previously had a presence at Automechanika with their local partner, who had participated under his own name, but this was their first show as a 100% ZF-owned entity.
See a full round-up of the show in the June edition of PMV Middle East.
