Though a few of the companies who are participating in Automechanika Dubai take part in the show on a regular basis, many exhibitors in the show do not have a presence in the region. They participate in the show either to network with global visitors having an international presence or as a preliminary step to establishing a foothold in the MENA region.
From the perspective of those who own or operate garages or have a business dealing in spare parts, they would be hesitant to source expensive equipment like compressors and pneumatic tire lifts from such companies. Though price is definitely a factor when it comes to purchase of parts and garage equipment, the quality of the aftersales service they would get would be a major factor when it comes to the purchase decision. Unless there is a really significant difference when it comes to price, garages would prefer to source their equipment from vendors who are established wholesalers in the UAE or have a network of service centers which provide good aftersales service.
Speaking about this, Hamid Moaref, Director of Orange Auto, a high-end garage in Al Quoz, Dubai said, “When it comes to equipment we use in our garage, we prefer to use suppliers who have the expertise and presence here to offer good aftersales service. In the case of such equipment, the availability of good aftersales service is even more important than the product itself. Equipment that is not functioning as expected or is not working leads to more downtime and could eventually affect the level of service we provide to our customers. As the owner of a garage that is very particular about the equipment and products we use, I would visit trade shows like Automechanika Dubai to learn more about the general developments in the industry. However, I would not be interested in buying equipment from a company participating in the event if they are not based in the UAE. Again, it is not just the provision of good aftersales service that is important. The quality of service provided also has to be good.”
A company that has a widespread presence in the region but does not provide service of good quality would soon find its customer base shrinking. Thus, companies are rated not merely on the basis of the availability of their products and services in a market, but by the quality of the same. Ultimately, customers are concerned about finding the best equipment that suits their needs and getting access to a good supplier who would offer them a wide range of choices, good value and quality service. Participating in trade shows like the Automechanika is a good beginning but the true measure of success is building on this beginning effectively.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She has expertise in writing copy both from the agency and corporate perspectives and has worked on press releases, website content, all kinds of marketing collateral and management of social media channels like facebook and Twitter. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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