MASTERMIND THE MODEST
Irfan Tansel, CEO, Al Masaood Automobiles, on industry leadership in the era of digitalisation
12 / THE PROTECTOR OF THE PATROL LEGACY
T&FME talks to Irfan Tansel about his career and leadership style.
ALSO THIS ISSUE …
NEWS
06 / NEWS FROM THE MONTH
DTC unveils 200 BYD SEAL EV fleet.
LAUNCHES
10 / MEET THE KIA’S PV5 WAV
Kia’s PV5 WAV is a new level for electric wheelchair accessible vehicles. INTERVIEW
18 / A BUZZ-WORTHY APP
Naseef Umar talks to T&FME about the rise of Autosmart. OPINION
22 / A SILICON-LINING
ST Liew, Vice President of Qualcomm Technologies on the dramatic shifts in the cloud emerging on the horizon. SPECIAL FEATURE
30 / LET’S TALK TRENDS
A preview of the new podcast dedicated to fleets and supported by Caltex Lubricants. INTERVIEW
32 / THE DELTA FORCE
T&FME talks to the charging pioneer about the latest in electric vehicle infrastructure.
IS IT ME OR IS 2025 FLYING BY?
As we cross the halfway point of 2025, the Middle East’s fleet and transport sectors aren’t just keeping pace — they’re setting the tempo for regional growth. It feels like the first six months have vanished in a whirlwind of advancements, partnerships, and launches; but maybe we should expect that in the middle of a genuinely transformative era for our industry. As I write this, the excitement around “Make it in the Emirates” is palpable, and it is clear mobility and transportation have reached unprecedented heights in local production and manufacturing. Leading the charge — quite literally — electric vehicles (EVs) have transitioned from novelty to necessity, reshaping fleet strategies and sparking extensive investments in charging infrastructure across the region. The debate around EV viability is long behind us; companies are actively embedding them into their operations, driven by ambitious sustainability targets and proactive government mandates. Remarkably, much of this innovative technology is now being developed right here in the Middle East. Alongside electrification, digitalisation is increasingly taking centre stage. While telematics, AI-driven fleet management systems, and predictive analytics have been transforming operational efficiency, vehicle maintenance, and driver safety for some time, we’re now witnessing solutions tailored specifically for fleets in our region. This evolution has ignited fierce competition among service providers,
elevating standards industry-wide.
Fleet opportunities continue to thrive, particularly due to robust infrastructure developments in Saudi Arabia and the UAE, fuelled by mega-projects that drive sustained growth in commercial vehicles, equipment, and logistics. The upcoming 2027 FIFA World Cup in Saudi Arabia, alongside projects initiated post-Expo 2020 Dubai, ensure that this momentum won’t slow down anytime soon.
Nevertheless, critical challenges persist. Rising operational costs, persistent supply chain disruptions, and labour shortages remain significant hurdles for fleet operators. Agility, resilience, and sustainability have become more than buzzwords—they are essential strategic imperatives.
On a personal note, the first half of 2025 has revealed just how rapidly our role in the market is evolving. At T&FME, we’re diving into podcasting and working hard to deliver more timely, insightful stories directly from the heart of the transportation and mobility industry. As your businesses are accelerating, so are we. And do let us know what you think about the Let’s Talk Trends podcast!
Looking forward to the rest of the year, fleet and transportation businesses must these complexities. Embracing change, innovating proactively, and maintaining a laser-eyed focus on sustainability are the keys not just to surviving — but thriving — in this exciting new chapter for transport and logistics in the Middle East.
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WHITE HEAD OF CONTENT, MOBILITY & CAPITAL ASSETS
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DTC UNVEILS 200 BYD SEAL EV FLEET / FEDEX EXPANDS UAE PRESENCE / SELFDRIVE LAUNCHES LUXURY CHAUFFEUR SERVICE / UTMOST’S FLAGSHIP ARRIVALS
Dubai Taxi Company unveils 200 BYD SEAL EV fleet NETWORK
DELIVERED IN COLLABORATION WITH AL-FUTTAIM ELECTRIC MOBILITY, THE DEAL IS DTC’S LARGEST EV PURCHASE SINCE 2017
FLEET
Dubai Taxi Company (DTC) has added to its EV fleet with the deployment of 200 BYD SEAL all-electric taxis, delivered in collaboration with Al-Futtaim Electric Mobility. Prior to 2023, DTC was solely owned and operated by Dubai’s RTA, and first introduced 172 Tesla vehicles as part of its limousine fleet in 2017.
The move to BYD is the biggest electric vehicle purchase since DTC moved to the Dubai Investment Fund and will be seen as a symbolic acquisition
in the UAE’s drive toward its Net Zero 2050 ambitions, as well as reinforcing DTC’s own aspirations of transitioning to a fully electric fleet by 2040.
The initiative was developed alongside Al-Futtaim Electric Mobility, and commenting on the partnership with the mobility firm, Mansoor Rahma Alfalasi, CEO of Dubai Taxi Company, said: “The addition of 200 BYD electric vehicles from Al-Futtaim is a strategic step that reinforces DTC’s commitment to innovation, operational efficiency, and environmental sustainability. With
over 86% of our fleet already environmentally friendly — well ahead of the RTA’s 2027 target to reach 100% — this milestone underscores our ongoing efforts to transition towards a fully electric fleet by 2040.”
The BYD SEAL, a premium all-electric sedan, is equipped with the automaker’s signature Blade Battery technology and offers a range of up to 600 kilometres per charge. Known for its safety, performance, and superior passenger comfort, the SEAL represents the next generation of zero-emission
mobility solutions tailored to meet the dynamic demands of urban transport in the UAE.
Hasan Nergiz, Managing Director of Al-Futtaim Electric Mobility, remarked that the collaboration with Dubai Taxi Company highlights his firm’s vision to lead a transition towards sustainable mobility in the market.
“Deploying a fleet of BYD SEALs demonstrates our commitment to providing advanced electric vehicle solutions that blend innovation with reliability,” he said.
AFM’S YOUSUF ALI AL RAEESI: “INTEGRATING 200 BYD SEALS INTO DTC SUPPORTS THE UAE’S NET ZERO 2050 ASPIRATIONS”
FEDEX EXPANDS UAE PRESENCE VIA EMIRATES POST PARTNERSHIP
FLEET
FedEx Express has announced a major expansion of its retail footprint across the UAE through a strategic collaboration with Emirates Post, the country’s official postal services provider.
The partnership will see the launch of 68 new FedEx Authorized Shipping Centers (FASCs) at Emirates Post branches, significantly enhancing public access to international express shipping services. The newly opened FASCs allow walk-in customers across all emirates to access FedEx international services without needing a FedEx account— providing greater convenience to individual shippers, small businesses, and e-commerce customers alike.
“At FedEx, we are committed to delivering outstanding customer experiences by simplifying logistics and making our solutions more accessible,” said Nitin Tatiwala, Vice President of Marketing, Customer Experience, and Air Network for FedEx Middle East, Indian Subcontinent and Africa. “This collaboration allows us to significantly expand our retail access points across the UAE through Emirates Post’s extensive local network, bringing fast, reliable, and efficient services closer to communities. It also strengthens the UAE’s connectivity to global markets while adapting to the evolving needs of local consumers.”
Customers using the new FASCs can benefit from a variety of shipping solutions, including FedEx International Priority, which ensures delivery within two to three business days to major global markets, and FedEx Regional Economy, a road-based, customs-cleared delivery service with guaranteed timelines for cost-effective regional logistics.
UTMOST RECEIVES ‘FLAGSHIP’ MERCEDES TRUCKS
FLEET
Abu Dhabi-based Emirates Motor Company Commercial Vehicles (EMC) has announced the successful delivery of 75 new MercedesBenz trucks to long-term partner Utmost Gulf General Transport.
The fleet comprises the powerful Arocs 4048 6x6 and ACTROS 6x4 models, both engineered to withstand the region’s toughest terrain and support the growing demands of the UAE’s oilfield transport sector.
The large order is a continuation of EMC’s ongoing relationship with Utmost Gulf General Transport, a company that has been a key player in oilfield logistics for over 15 years. With the addition of the latest Mercedes-Benz trucks, Utmost Gulf is enhancing its capacity to provide heavy-duty transport solutions across remote and demanding work environments, explained EMC.
“These trucks represent the perfect combination of power, durability and performance,” EMC commented in a statement.
“The Mercedes-Benz Arocs and ACTROS ranges are specifically designed for extreme operating conditions, featuring robust chassis configurations and reinforced axles”
The Arocs 4048 6x6 is particularly suited for off-road applications, while
the ACTROS 6x4 offers a strong onroad presence with enhanced payload and fuel efficiency. Both vehicles are expected to play a pivotal role in optimising operations for Utmost Gulf’s fleet, especially in servicing the UAE’s oil and gas infrastructure.
EMC added: “We are confident that this powerful new fleet will contribute significantly to Utmost Gulf’s continued success.”
SELFDRIVE LAUNCHES LUXURY CHAUFFEUR SERVICE
FLEET
SelfDrive has announced the regional rollout of OTO, a new premium chauffeur-driven transport platform designed for travellers and professionals seeking luxury, flexibility, and digital convenience. The service is now live in the UAE, Bahrain, and Qatar.
As the self-styled largest mobility tech company in the region, SelfDrive says the launch of OTO represents a strategic
step into high-end, chauffeur-led services, offering travellers a curated fleet of luxury vehicles combined with seamless digital booking and real-time support.
“OTO is a next-generation tech platform elevating premium luxury chauffeur services with seamless digital innovation and smart efficiency,” said Soham Shah, CEO and Founder of SelfDrive Mobility. “We blend advanced technology with premium
customer service to create a smoother, more convenient, and modern mobility experience. With OTO, every journey is effortless, refined, and designed for ultimate comfort with personalised services.”
The service allows for vehicle deployment in as little as one hour and includes a range of models from premium brands including BMW, Tesla, Lexus, Audi, and Mercedes-Benz. All vehicles are driven by professional chauffeurs trained to meet the highest standards in safety, etiquette, and punctuality.
OTO builds on SelfDrive’s existing cross-border infrastructure to provide regionally consistent mobility services, a key advantage over traditional local operators.
OTO offers multiple flexible options tailored to business and leisure travellers alike, including:Hourly, Daily, Weekly, and Monthly Chauffeur Services.
MOMENTUM LOGISTICS LAUNCHES LTL SERVICE
FLEET
Momentum Logistics, a leading third-party logistics provider in the region and a subsidiary of Gulftainer, has announced a new Less-Than-Truckload (LTL) service operating across the GCC.
LTL is a significant addition to its regional development and operational growth strategy and in a recent
update shared via its official LinkedIn account, the company highlighted its continued investment in expanding multimodal supply chain capabilities across the Middle East region.
“Momentum Logistics has launched Less-Than-Truckload (LTL) services by road, from UAE to Saudi Arabia, Oman, Bahrain, Qatar and Kuwait, covering al
the Gulf Cooperation Council (GCC) countries,” explained the company in a satement.
“With 24/7 bonded trucking, adaptable equipment, and decades of GCC customs expertise, we ensure seamless transport of everything from dry foods to pharmaceutical equipment,” it added.
The announcement reflects the expanding 3PL company’s ongoing strategy of seamless logistics solutions that meet the evolving needs of regional and international partners.
Momentum Logistics has been steadily enhancing its warehousing transportation, and freight forwarding services, with new infrastructure investments across the UAE and the Kingdom of Saudi Arabia.
STELLANTIS MEA BUYS TURKISH PARTNER
OEMS
Stellantis Middle East & Africa has announced a landmark move to consolidate its operations in Türkiye by merging Stellantis Türkiye into TOFAŞ, following the official approval from the Turkish Competition Authority.
GM FULL-SIZE SUV SALES SURGED BY 55% IN THE PAST 12 MONTHS
RETAIL
General Motors (GM) Middle East announced a robust start to 2025, driven by significant regional demand across Chevrolet, GMC, and Cadillac in the full-size SUV and pickup segments. The company reported a notable 26% increase in sales during the first quarter compared to the same period last year, benefiting particularly from a strong Ramadan season. Building on its nearly century-long presence in the Middle East, GM’s iconic brands continue to resonate deeply with
regional customers, blending capability, spaciousness, and performance. Recent launches of popular models including the Chevrolet Tahoe, GMC Yukon, and Cadillac Escalade have further bolstered GM’s market position, with these vehicles being particularly well-received.
Sales in the full-size SUV category surged by 55% yearon-year, demonstrating GM’s continued leadership in this segment. Specifically, Chevrolet Tahoe and Suburban models experienced a 22% sales increase, while GMC Acadia and
Chevrolet Traverse saw growth of 47%. Cadillac’s flagship Escalade model recorded a 16% increase, underscoring sustained demand in the luxury segment. GM’s focus on innovative connectivity solutions also contributed to its impressive quarterly performance. The company’s advanced invehicle technology platform, OnStar, saw activations increase by 45% year-onyear. Enhanced app features introduced this year, including intuitive navigation, more powerful remote commands.
The integration strengthens Stellantis’ long-standing partnership with Koç Holding and positions TOFAŞ as the unified operational hub for all Stellantis brands in the country. The strategic realignment brings together leading marques such as Citroën, DS Automobiles, Opel, Peugeot, Alfa Romeo, Fiat, Jeep, and Maserati under the TOFAŞ umbrella. The move aims to enhance operational efficiency, streamline customer service, and accelerate the group’s growth trajectory in Türkiye and the broader region.
Backed by a substantial €256 million investment, TOFAŞ will spearhead the launch of a new multi-energy light vehicle platform, with production beginning in Q3 2026. The facility will have the capacity to produce up to 150,000 vehicles annually, including electric and hybrid variants, and will serve both domestic and export markets, particularly across the region.
“This transformation is more than a strategic alignment — it’s a powerful statement of trust in Türkiye’s industrial future,” said Stellantis.
“Through this renewed organisational structure and shared vision, we are creating a dynamic base for innovation, production, and regional leadership.”
KIA INTRODUCES A PIONEERING ALL-ELECTRIC MOBILITY VEHICLE / HYBRID SUV PERFORMANCE TAKES THE LEAD AT JAECOO’S SHS LAUNCH
LAUNCHES
Kia’s PV5 WAV is a new level for electric wheelchair accessible vehicles
THE VEHICLE IS SHOWCASED AT THE FINANCIAL TIMES’ FUTURE OF THE CAR SUMMIT
Kia has introduced the PV5 WAV (Wheelchair Accessible Vehicle), a pioneering all-electric mobility vehicle designed to improve travel freedom and safety for disabled users, their families, and caregivers.
The vehicle was officially showcased at the Financial Times’ Future of the Car Summit in London, developed in collaboration with UK-based Motability Operations Ltd.
Marking a major step in Kia’s transformation into a Sustainable Mobility Solutions Provider, the PV5 WAV leverages the benefits of electric vehicle (EV) architecture and Kia’s Platform Beyond Vehicle (PBV) strategy to address
one of the most under-served segments of the automotive industry: accessible mobility.
“The PV5 WAV is more than just a vehicle; it’s a gateway to independence and freedom for those with mobility challenges,” explained Sangdae Kim, Executive Vice President and Head of PBV Division at Kia. “By integrating cutting-edge the PBV technology with thoughtful design, we are paving the way for a future where everyone can enjoy the benefits of sustainable mobility.”
Designed, developed, and to be manufactured entirely at Kia’s Hwaseong EVO Plant in Korea, the PV5 WAV features a purpose-built side-entry system,
allowing wheelchair users to safely board from the curb.
The installed third-row tip-up seat enables caregivers to assist passengers from the side, while a reinforced 300 kg-capacity wheelchair ramp and a dedicated belt fastening system enhance safety and ease of use.
The electric WAV is also being developed with accessibilityfocused software applications, integrated using the AAOS open software platform.
These digital enhancements are intended to complement the PV5 WAV’s physical features with smart, user-friendly tools tailored to individual mobility needs.
Kia’s says that the introduction
of an electric wheelchair-accessible model is aligned with increasing global demand for WAVs, especially as aging populations and extended life expectancy drive a surge in mobility requirements.
Traditionally, internal combustion engine (ICE) vehicles have been retrofitted to become WAVs, but as countries begin phasing out ICE cars in different markets, electric vehicle-native solutions are becoming critical.
With this in mind, Kia has developed the PV5 WAV to meet a global challenge head-on, combining sustainability with practical, inclusive design. The brand has been working on accessible mobility initiatives for
JAECOO J7 PHEV SETS THE PACE
HYBRID SUV PERFORMANCE TAKES THE LEAD AT JAECOO’S SUPER HYBRID SYSTEM UAE LAUNCH
GLOBAL ROLL-OUT
Kia has confirmed plans to bring its PBV WAV solutions to additional markets worldwide, responding to the growing demand for zero-emissions transport that accommodates all users.
A WHEELCHAIR WONDER
The installed third-row tip-up seat enables caregivers to assist passengers from the side, while a reinforced 300 kg-capacity wheelchair ramp.
over a decade, including its “Green Trip” programme in South Korea and a mobility pilot in Los Angeles, which focused on ride-hailing services for individuals with specialised accessibility needs. The PV5 WAV is being developed in close cooperation with Motability Operations Ltd, the UK’s largest vehicle leasing provider and the operator
SPECIFICATIONS
of the Motability Scheme. Under this scheme, eligible individuals receiving disability-related government allowances can lease specially adapted vehicles at an affordable rate.
Kia’s collaboration with Motability not only supports the UK’s efforts to promote transport inclusivity but also lays the groundwork for global expansion.
OMODA & JAECOO has officially introduced its proprietary Super Hybrid System (SHS) to the UAE, promising a fresh benchmark in hybrid SUV performance and long-distance capability. The plug-in hybrid platform debuts with the globally proven J7 PHEV model, with the ultra-capable J8 SHS expected to follow soon.
Described by the manufacturer as “a complete rethink of how hybrid SUVs should perform in real life,” the SHS combines a highly efficient hybrid powertrain with a 340hp output, 525Nm of torque, and an all-electric range of up to 90km. It is designed to suit both urban commutes and adventurous off-road terrain, while also boasting a combined driving range of up to 1,200km.
According to Shawn Xu, CEO of OMODA & JAECOO Automobile International, SHS “outperforms many ICE vehicles in torque, fuel efficiency, and range,” and is built with the Gulf’s harsh conditions in mind, including high thermal tolerance up to 60°C.
The brand plans to showcase these capabilities in the UAE through the “Super Hybrid Marathon” — a long-distance test from Dubai to Riyadh — and the “J7 Performance Challenge,” which will demonstrate the hybrid’s off-road prowess across dunes, climbs, and mixed terrain.
Following the success of the JAECOO J7 PHEV in global markets, the J8 SHS will represent the next evolution in JAECOO’s hybrid vision. Combining the SHS platform with top-tier off-road features and a refined luxury cabin, the J8 is aimed at customers seeking smart, clean mobility without compromising capability.
The JAECOO J8 SHS is, says the company, “engineered with top-tier off-road capability, luxury interior craftsmanship, and a new iteration of the SHS platform, the J8 promises performance that outpaces traditional ICE SUVs in both desert terrain and urban mobility. More details on its UAE reveal will be shared in the coming weeks. JAECOO’s mission is clear: bring global hybrid innovation to local roads, offering UAE drivers a smarter, bolder, and cleaner way to explore their world.”
SPECIFICATIONS
Power 340hp (255kW)
Torque 525Nm
Range 90km
Range 1,200km
1,200KM LONG RANGE
A MODEST MASTERMIND
Irfan Tansel talks to Stephen White about his career and how Al Masaood Automobiles is future-ready for a new Nissan generation
As he looks back on his brilliantly wild career swing from teenage apprentice in a car workshop to the CEO of one of the world’s biggest Nissan Patrol sellers, you get the sense that Irfan Tansel has taken it all in his stride. It is an extraordinary journey through glass ceilings that he recalls in a matter-of-fact sort of way. It happened to him, it could to you too. He tells me that it has taken perseverance, an openness to listen to others’ ideas, and a relentless desire to always
do better: “At Al Masaood Automobiles, I lead with a simple belief: the future starts today. It’s a mindset that keeps us focused on transformation, not just growth, ensuring we are always ‘future-ready’” he begins.
When you speak to those who work with him, you soon realise that they appreciate his warmth and decisive leadership. They will tell you that in the high-octane automotive landscape of Abu Dhabi, the CEO of Al Masaood Automobiles stands as a distinguished figure known for his exceptional leadership, relentless innovation,
I lead with a simple belief: the future starts today”
unwavering commitment to customer-centric excellence, as well as a leadership style deeply anchored in proactive transformation and forward-thinking innovation.
Small wonder Al Masaood Automobiles thrived during Covid as he and his team made the most of their pioneering steps into digitalising the customer experience, from sales through to aftersales.
“I believe in technology adoption as a mindset that must be present with every function and role — it is no longer just a mission for CTOs, but also for CEOs
and team leaders,” he explains, adding that his embracing of new technologies and ideas is a means to an end.
“Performance comes through people; empowering teams, trusting them to lead, and creating a culture where ownership and taking initiative are the norm. No matter the brand or segment, our focus remains consistent — delivering value through delightful customer experiences and building long-term trust.”
For Irfan, leadership in the market is clearly about impacting as many as lives as possible: “Yes, we serve shareholders, but we also bear a responsibility towards our employees, their families, and the wider community.”
His strategic approach continues to yield tangible results with few signs of letting up. The past year has been one of the best yet for the firm. Al Masaood and Nissan are on a roll in the market and Irfan is clearly relishing it.
“2024 was certainly a record-breaking year for Al Masaood Automobiles. We recorded our highest-ever sales volumes, pushing our market share to unprecedented levels. Remarkably, amid intense competition, a surge in new market players, and global shifts in the automotive landscape, we didn’t just hold our ground — we expanded it.
“Our success is deeply rooted in the trust that our customers place in us, driven by the dedication of our teams to seamless sales and aftersales experiences, coupled with Nissan’s enduring popularity. Nissan as a brand has a well-diversified offering to multiple segments, all delivered with great quality and value for money.
“We’ve heavily invested in customer experience technology to gain real-time insights and improve our customer service. As a homegrown dealership, we emphasise operational excellence, aligning with worldclass standards, earning recognition multiple times as the best global dealer by our brands Nissan and INFINITI. Predictive servicing
The Patrol is more than a vehicle; it’s integral to our cultural fabric”
and digitised workflows in aftersales have allowed faster, more accurate responses, enhancing both uptime and customer loyalty.”
A foundational pillar of Al Masaood Automobiles’ success under Irfan has been building on the enduring partnership with Nissan and securing the legacy of the iconic Patrol. Abu Dhabi remains one of the legendary vehicles’ biggest export markets.
Irfan proudly adds, “Our relationship with Nissan dates back decades, starting when Al Masaood first brought Datsun cars into the capital in the 1970s.
Throughout these years, we’ve diligently built loyalty and trust with our customers. In Abu Dhabi, the Patrol is more than a vehicle; it’s integral to our cultural fabric, symbolising trust, strength, and legacy. For decades, it has led its segment through reliability, performance, and emotional connections — especially among Emiratis.
“It’s not just history that has built the loyalty to the Patrol, but also our community’s long-standing trust in Al Masaood and Nissan brands has created a real successful formula that led to this loyalty. This historical loyalty,
PROTECTING THE NISSAN PATROL LEGACY
A foundational pillar of Al Masaood Automobiles’ success under Irfan Tansel has been building on the enduring partnership with Nissan and securing the legacy of the iconic Patrol. Abu Dhabi remains one of the legendary vehicles’ biggest export markets.
combined with our community’s longstanding trust in Al Masaood and Nissan, provides a powerful foundation to introduce newer models and maintain long-term relationships. Ultimately, we’re delivering ownership experiences our customers rely on.”
Rather than resting on its laurels, Al Masaood Automobiles is determined to take advantage of rising SUV popularity in the market, an area where Nissan is particularly strong. Irfan details, “SUV sales at Al Masaood Automobiles have grown steadily, achieving 22% year-on-year growth in 2024. Today’s discerning customers consistently seek the best value-to-features ratio.”
He continues: “Leveraging Nissan’s strength in the SUV segment, Al Masaood positions itself by offering a diverse range— from compact and convenient SUVs to luxury 4x4 vehicles. Our SUV strategy is shaped around what customers in Abu Dhabi, Al Ain, and the Al Dhafra region want — value, reliability, and a seamless experience across every touchpoint. Vehicles like the X-trail, Pathfinder, X-Terra, QX80, and Patrol cater to various lifestyle demands, with the new Magnite especially standing out due to its affordability, advanced technology, connectivity, and convenience.”
Detailing the Magnite’s standout features, Irfan states, “The Magnite combines affordability with advanced technology, incorporating wireless Apple CarPlay, Android Auto, an 8-inch infotainment screen, and a 7-inch digital instrument cluster. Safety features like the Around-View Monitor, ABS, Vehicle Dynamic Control (VDC), and comprehensive airbag coverage make it ideal for urban commuting and family driving.”
Connectivity, according to Irfan, is crucial for UAE consumers due to the nation’s high internet penetration rate. He emphasises, “Advanced connectivity and smart safety features have become essential across all vehicle segments. They significantly enhance customer satisfaction, setting new expectations rather than being optional enhancements.”
Regarding demographics, Irfan highlights the Magnite’s appeal to “urban professionals, young families, and first-time SUV buyers, resonating through its fuel efficiency, compact dimensions, and contemporary styling.”
The introduction of the Magnite not only brings Nissan’s SUV line-up closer to the budgets and aspirations of younger drivers but also aligns seamlessly with Nissan’s global strategy, ‘The Arc’. Irfan explains.
DELIVERING VALUE
“No matter the brand or segment, our focus remains consistent — delivering value through delightful customer experiences and building longterm trust,” says Irfan Tansel, CEO, Al Masaood Automobiles.
Our success is deeply rooted in the trust that our customers place in us”
The Magnite launch represents the third model to be introduced — after the New Patrol and the 2025 Nissan KICKS — under Nissan’s ‘Arc’ strategy this year. The aim of the initiative is for the AMIEO region (Africa, Middle East, India, Europe, and Oceania) to contribute at least a third towards a total global increase of one million units sold. To achieve it, Nissan has committed to providing a new generation of intelligent mobility solutions adapted specifically for the needs of Middle Eastern consumers. Consequently, the three new vehicles unleashed so far
target three different categories of buyers.
While the revamped Patrol is expected to occupy its traditionally strong position at the premium end of the local market, the Magnite and KICKS bring advanced connectivity and smart safety features, and their own range of complementary strengths, into the highly contested mid-value SUV market, where market share is still up for grabs. With the Magnite appealing to first-time SUV buyers, young urban= professionals and families, the KICKS, with its bolder styling and introduction of ProPILOT autonomous technology, is likely to attract customers seeking higher-end technology and more sophisticated driving experiences.
Less than two months after launch is perhaps too soon to judge enthusiasm for the Magnite, but the positive response to the KICKS bodes well, says Irfan.
“At launch, we observed a 20% increase in uptake compared to its predecessor, driven by its bold modern look — a key differentiator in the compact SUV space,” Irfan says of the KICKS launch. “Notably, we saw significant positive response from Emirati customers, more than doubling demand from the previous model. Design, comfort, and reliability remain strong drivers, validating the continued popularity of Nissan’s SUV range in our market.”
Focusing on the KICKS’ integration of ProPILOT, Irfan anticipates growing consumer demand for the intelligent mobility technology as it enhances driver safety and convenience.
“Despite evolving infrastructure and regulations, these technologies are expected to become standard expectations for buyers. ProPILOT blends adaptive cruise control and lane-keeping assist, using navigation data to adjust speed and provide a safer, more controlled driving experience. Autonomous
technologies are constantly being tested and will certainly have a large role in mobility in the years ahead,” he predicts.
With electrification clearly part of the industry’s direction, Al Masaood Automobiles has aligned itself with Nissan’s own global roadmap strategy as that shift takes shape.
“Electrification is clearly part of the industry’s direction, aligning with Nissan’s global roadmap. Introducing EVs is integral to Nissan’s global business plan ‘The Arc’, supporting the Nissan Ambition 2030 vision towards electrification,” he says.
“As you know, Nissan has a marketleading SUV lineup in our region, but in addition to this expanding lineup, the brand’s strategy ‘The Arc’ also sets out a path to introduce EVs to the Middle East to drive further growth. These EVs will cater to local demand and regulatory requirements, aligning with Nissan’s global goal of achieving carbon neutrality by 2050. That being said, in our market, internal combustion engine (ICE) models still make sense from both an owner and business perspective.”
Facing future challenges, Irfan acknowledges, “US-led tariffs have reshaped automotive supply chains, positioning our region as a key alternative market. Rapid growth of Chinese brands—capturing over 20% market share in five years — also affects competitive dynamics. Customer
Introducing EVs is integral to Nissan’s global business”
expectations are evolving towards more connected and personalised experiences. To meet these challenges, we foster a culture embracing innovation, speed, clarity, and relentless focus on delivering genuine value.”
Al Masaood Automobiles recently secured global recognition at the Customer Centricity World Series.
The recognition underscores Al Masaood Automobiles’ ongoing commitment to its customers, Irfan says with pride: “Being recognised on a global stage affirmed
something we’ve always believed — that customer-centricity isn’t just a strategy, it’s the foundation of how we operate.
“The award highlights the strength of our CX ecosystem and our approach to personalisation, proactive service, and continuous feedback. It also gives us the confidence that our strategy and tactics are bearing fruit.
“Increased customers satisfaction rates, reduced resolution times, and improving NPS score all indicate that we are progressing in the right direction.
“We’ve worked tirelessly over the year to implement measures that ensure our customers are happy in their interactions with us, and that we address any pain points that they may have immediately.”
“But recognition isn’t the end goal — it pushes us to keep raising the bar, moving beyond satisfaction to deliver experiences that truly resonate. That means ongoing investment in our people, better tools to anticipate customer needs, and smarter ways to turn insight into action.
“At the end of the day, it’s not about transactions — it’s about relationships. That’s what drives long-term loyalty, retention, and the trust we’ve built across generations.”
A mantra that has served and will continue to serve Irfan Tansel and Al Masaood Automobiles for years to come.
UNWAVERING DEDICATION TO INNOVATION
Under Irfan Tansel’s leadership, Al Masaood Automobiles continues to thrive, reinforcing its esteemed position in Abu Dhabi’s automotive market through anunwavering dedication to customer excellence and innovating new ways to reach the market.
A BUZZ-WORTHY
APP WITH REAL AUTO-BIZ SMARTS
From insight to innovation: Naseef Umar talks to T&FME about the rise of AutoSmart
AutoSmart is an app creating a lot of excitement among autodistributors and OEMs in the market, but when its founder Naseef Umar joined the industry a decade ago, it was not the tech-driven, dataobsessive environment it is today. Starting his career at Abdul Latif Jameel (ALJ), the exclusive distributor of Toyota and Lexus in Saudi Arabia, Naseef began as a data specialist, quickly moving into automotive service management and compliance—a journey marked by curiosity, perseverance, and an unwavering urge to improve. ALJ provided him with a foundation that blended operational excellence and exposure to one of the
most respected dealership networks in the region.
Naseef soon found himself as the youngest member of a - let’s be diplomatic - wellestablished team tasked with ensuring ALJ’s national network was in line with its OEM partners’ standards and local compliance rules. By far the freshest looking person in the T&FME offices on the day of our interview, he looks like he probably would still be. He says of those early months at ALJ’s offices in Jeddah he was surrounded by colleagues who had multiples of decades more of experience.
As one of the members of a deeply experienced team at ALJ’s offices in Jeddah, he kept learning from his colleagues who had decades of hands-on experience. “Initially, it was
If you see our product, it’s a niche for a niche segment”
intimidating,” he adds, “but soon I realised it was a tremendous opportunity. I had the privilege to learn from people who had seen the industry for over 20 to 25 years. They shared real-world invaluable insights about operations, managing service centres, and compliance requirements.”
“When I joined ALJ in early 2015, digital tools were limited,” recalls Naseef. “We were using legacy systems like AS400, GEMS, and Oracle—none of them communicated effectively with each other.”
Working within ALJ’s extensive national network, Naseef’s responsibilities included detailed audits of various service centres, showrooms, and spare parts outlets. The work meant long hours and weeks out on the road to
ensure ALJ was meeting its own high standards and those of its brand partners. Naseef says that local and government inspections could happen at any time too, adding that this nation-wide effort to ensure compliance likely saved ALJ millions of riyals in fines.
“We would spend five days auditing a single branch, inspecting up to 550 checkpoints, ranging from basic compliance issues like displaying VAT certificates and maintaining updated municipal licenses, to detailed operational checks such as verifying equipment maintenance, customer reception standards, and environmental compliance,” he explains. The process involved capturing hundreds of photos manually and meticulously aligning them with handwritten notes—a cumbersome method fraught with inefficiencies. “It was immensely time-consuming, expensive, and prone to errors,” Naseef recounts.
Driven by dissatisfaction with these outdated methods, Naseef sensed an opportunity for transformation. Despite his initial reluctance towards coding— “In college, I realised coding wasn’t my passion!”—he recognised the significant role technology could play in alleviating these operational burdens. Collaborating with a university friend, Naseef embarked on developing what would eventually become the AutoSmart Audit app.
AutoSmart, developed under AutoSmart Solutions Private Limited, emerged from countless nights of dedicated effort. “We would sit from 7 PM to 4 AM building the app, driven by a desire to solve real operational problems,” Naseef vividly remembers. Audits that once involved painstaking paperwork and manual photo documentation have become efficient and digital.
At its core, the AutoSmart platform is built on three foundational pillars—Process (AutoSmart Audit), People (AutoSmart Learn), and Performance (AutoSmart KPI Hub). AutoSmart Audit digitises operational audits and checklists, streamlining processes and ensuring consistency and traceability across sites.
AutoSmart Learn supports talent development, empowering dealership teams through tailored training initiatives. While many distributors already have learning management systems from their OEMs, these are typically limited to technical training with little flexibility for the distributors themselves to take control. They often function more as passive trainees than active trainers.
Recognising this gap, AutoSmart Learn gives dealerships the ability to lead their own training journeys. The platform allows
We would sit from 7 PM to 4 AM building the app, driven by a desire to solve real operational problems”
managers to assign tasks, track individual responsibilities, and monitor training and certification records — all in one place. It’s especially helpful for multi-brand dealerships that are increasingly building their own training academies to upskill core teams across roles.
The Learn module supports role-specific education for service advisors, job controllers, and showroom staff—areas often overlooked by OEM-provided systems. It also addresses a common need in the region: training in local languages like Arabic, making learning more accessible and relevant to frontline employees.
Once we started working with Middle East offices of brands, we realised that there was often a gap between the regional offices of the OEMs and their distributors or dealers. So, every distributor had their own DMS, their own data and each OEM had a different version of it. And these are not connected.
So, to track the performance of how a Saudi distributor is performing or a UAE dealer is performing, for instance, the Middle East office has to go back to every one of them and see their individual KPIs. And so, we built a tool called KPI Hub, which basically helps any OEM or principal office to connect to their distributors’ DMS, and pull in the performances. Like, for example, what’s my labour costs last month? What’s my part sales? So you get a platform where you will see all your distributors, their KPIs, and achievements. You can also set targets in the system. You get targets versus achievement. You will see who is making more, who is achieving the targets, etc.
This transparency is leading AutoSmart’s app to be used by a growing number of national dealership networks and automotive service providers across the Middle East. “We’ve partnered with several large enterprises, including multi-brand distributors and government-affiliated fleets,” says Naseef. “These organisations have hundreds of employees and dozens — sometimes hundreds — of sites and need a consistent, scalable solution.”
AutoSmart is now in discussions with commercial vehicle leaders like JCB, Scania, and Iveco, exploring how its Audit and KPI solutions can specifically benefit fleet operations. Naseef sees tremendous potential in applying the app’s streamlined compliance and operational efficiency tools to sectors dealing with heavy machinery, trucks, and commercial vehicles, where downtime and compliance are especially critical.
While the technology has the potential to be applied to other industries — including retail, logistics, and facilities management — Naseef is firm in his commitment to the auto sector. “There are definitely wider applications for what we’ve built,” he acknowledges, “but for now we are doubling down on automotive because that’s where we can create the most immediate and meaningful impact.”
What sets AutoSmart apart from the competition is its strict focus on the automotive vertical and real-world origins. Unlike generic business process apps, AutoSmart was born out of the automotive
THREE MAJOR SERVICES
The AutoSmart platform is built on three foundational pillars providing different services to the auto-sector — Process (AutoSmart Audit), People (AutoSmart Learn), and Performance (AutoSmart KPI Hub).
ecosystem, designed to solve problems
Naseef saw firsthand at ALJ. “Our product is a niche for a niche segment,” Naseef explains. “We’re solving issues me and my customers personally experienced on the ground.”
Its founder may be too modest to say it himself, but Naseef’s passion is making AutoSmart a blueprint for many start-ups to follow. Throughout its development he has insisted on recognising the critical importance of identifying real-world problems and creating tangible solutions through technology. He credits much of his philosophy to Toyota’s Kaizen — and its mantra of continuous, incremental improvement. “Toyota’s Kaizen culture taught me the importance of incremental changes and relentless questioning,” Naseef shares. His advice for future entrepreneurs is straightforward: “Stay curious, clearly identify genuine pain points, and never accept the status quo.”
His own curious nature led Naseef to make the bold decision to leave ALJ and pursue a business Masters in Europe. A left-field choice at the time, it has helped focus AutoSmart’s development with its founder returning armed with the business tools to push the company forwards. “After years in the field and inside service centres, I needed a broader perspective,” he explains. “Europe gave me the opportunity to explore how compliance, customer service, and process management were approached globally.”
While based in Europe, Naseef continued to develop the AutoSmart platform, using the flexibility of remote collaboration between Europe and India, and cloud development to scale the business. With a strong focus on digitising operations, AutoSmart’s expansion took off — the pandemic serving only to reinforce the growing need for clouddriven, remote monitoring solutions.
COVID accelerated digital transformation
We are a start-up, but we are organically growing”
everywhere,” Naseef recalls. “It highlighted how essential it is to have tools that can provide visibility and accountability without needing to be physically present.”
The crisis served as an unexpected proving ground for AutoSmart, validating its value proposition and positioning it as an essential operational tool for automotive businesses adjusting to the new normal. Especially as the Middle East market began to accelerate its own digital evolution.
“Even though I was thousands of kilometres away, I stayed deeply connected to our users and
DEDICATED TO THE INDUSTRY
Naseef Umar didn’t set out to be a tech pioneer, but AutoSmart has already been a game-changer for several players in the market; solving many of the industry problems he has confronted in the past: “We are doubling down on automotive because that’s where we can create the most immediate and meaningful impact.”
beta clients in the Middle East. Their feedback became the foundation of each iteration,” he says.
This international lens gave him new insights into enterprise requirements and helped shape AutoSmart as a truly scalable solution, capable of supporting both regional and multinational clients in the auto-industry.
“Being outside my comfort zone actually pushed the product to be better,” he adds. “It helped me build something not just for one company—but for the whole industry.”
Through this Kaizen-like determination to continually evolve, grow and develop, Naseef transformed an internal challenge into a scalable app applicable to automotive dealerships and service networks nationwide. AutoSmart is now positioned to expand further, demonstrating the power of technology to simplify complex business processes.
Reflecting on his journey, Naseef modestly says, “I didn’t set out to become a tech entrepreneur, but experiencing the frustrations firsthand and recognizing an opportunity to make a meaningful difference compelled me to act.” Guided by Toyota’s Kaizen principles, Naseef emphasises continuous improvement and tangible solutions.
Throughout his career, Naseef has drawn inspiration from one particular figure from the tech world: Steve Jobs. Naseef admires Jobs’ way of combining vision with execution. He didn’t just build products — he created ecosystems. That mindset deeply influenced the building of AutoSmart and is still shaping its future.
“I know choosing Steve Jobs is an easy choice as a role model but for somebody doing what I’m doing ... .I like how he was obsessed with the product, the design. So, you can call me a strong follower of Steve Jobs, but there are a lot of other very good entrepreneurs who have bootstrapped their business.
He pauses, and then adds: “We are a startup, but we are organically growing. If you go for a venture capital funding or bring in some external investors, maybe you get scale faster, but you can also fall faster. And suddenly the future is not in your own hands anymore, is it?”
“Stay curious, clearly identify genuine pain points, and never accept the status quo,” advises Naseef. With its strong focus and clear vision, AutoSmart is poised to continue transforming operations across the automotive and fleet management sectors.
For Naseef Umar, and the growing AutoSmart team, the future of the App that solves hundreds of problems for the auto industry is right there in their palms. Literally and excitingly.
PROVEN IN THE MARKET
AutoSmart’s app is being used by a growing number of national dealership networks and automotive service providers across the Middle East.
AI: THE FOR THE
AUTO-INDUSTRY SILICON-LINING
ST Liew, Vice President of Qualcomm Technologies, envisions a cloud-based mobility sector as dramatic shifts emerge on the horizon
As global industries rapidly shift towards digitalisation and automation, the demand for advanced semiconductors and AI-driven technologies has surged significantly. Chip innovation and AI capabilities have become crucial for meeting growing consumer expectations for smarter, safer, and more efficient products across sectors such as automotive, healthcare, consumer electronics, and telecommunications. The fiercely competitive automotive industry, in particular, faces mounting pressure to make the most of this revolution. Get connected
or lose touch. Keep up or get left behind.
At AMPA 2025, ST Liew, Vice President of Qualcomm Technologies and President of Taiwan & Southeast Asia operations, delivered an expansive presentation titled “Unlocking Next Generation Auto Innovation with AI,” providing deep insights into how artificial intelligence (AI) is revolutionising the automotive sector and shaping the future of mobility.
Qualcomm, renowned globally for pioneering breakthroughs in mobile communications, has steadily expanded its technological expertise into numerous sectors, including automotive innovation.
Gone are the days when OEMs focused solely on engines”
Founded in 1985, Qualcomm has been instrumental in developing critical technologies such as CDMA, 4G LTE, and 5G. It is a communication legacy that forms the foundation upon which Qualcomm is now transforming the potential of automotive technology through AI and advanced connectivity solutions.
Liew began by envisioning the future landscape of mobility, highlighting dramatic shifts on the horizon.
“Autonomous taxis, vacuum-speed trains, and flying vehicles will soon become part of our daily lives. Mobility today is multidimensional,” he stated. These futuristic
modes of transportation, according to Liew, are being driven significantly by AI, which is rapidly redefining automotive intelligence, electrification, and automation.
Central to Qualcomm’s automotive strategy is the Snapdragon Digital Chassis. This leading-edge and comprehensive platform is designed to address the multifaceted demands of modern vehicle technology. Liew detailed the four main pillars of this platform: Snapdragon Connectivity, Snapdragon Cockpit, Snapdragon Ride, and Snapdragon Car-to-Cloud.
Explaining Snapdragon Connectivity, Liew emphasised its crucial role, noting, “Connectivity ensures vehicles are constantly connected, providing precise location services and infotainment through technologies like 5G.” Qualcomm’s longstanding expertise in 5G technology enables seamless vehicle communication, both internally and with external networks, facilitating advanced navigation, real-time updates, and entertainment services.
The Snapdragon Cockpit was described by Liew as transformative, significantly enhancing user experiences inside vehicles. He elaborated, “The Snapdragon Cockpit transforms AI into real experiences, delivering multimedia and immersive interactions, essential in modern vehicles.” This technology elevates traditional vehicle cabins into intelligent spaces, where voice recognition, gesture controls, and personalised multimedia become the norm.
Snapdragon Ride, another key pillar, represents Qualcomm’s advanced driverassistance systems (ADAS). Liew described this system as central to vehicle safety and navigation precision, stating, “This is where our ADAS, safety, and drive trajectory management come into play.” Snapdragon Ride employs AI to process vast amounts of sensor data, enabling real-time decision-making that significantly enhances vehicle safety and efficiency.
The final pillar, Snapdragon Car-toCloud, facilitates continuous updates and the seamless delivery of cloud-based services. According to Liew, this pillar ensures vehicles remain current and secure.
“Constant updates and cloud connectivity are crucial for software-defined vehicles, enabling new functionalities and security patches to be delivered efficiently,” he noted.
Discussing the broader industry shift towards software-defined vehicles, Liew said, “Gone are the days when OEMs focused solely on engines, design, and safety. The cockpit experience and productivity
CONSTANT UPDATES
Constant updates and cloud connectivity are crucial for software-defined vehicles, enabling new functionalities and security patches to be delivered efficiently,” he noted.
are now extremely important, defined predominantly by software and AI.”
Flying vehicles will soon become part of our daily lives”
He emphasised that softwaredefined vehicles open substantial market opportunities, projecting growth from $24 billion to $440 billion by 2034. Qualcomm’s latest innovations, such as the Snapdragon Cockpit Elite and Snapdragon ADAS Elite platforms powered by the newly developed Orion CPU, further exemplify the company’s commitment to automotive technology. Liew explained, “Orion provides robust computing and processing power tailored specifically for multi-modal AI.” These capabilities
allow vehicles to seamlessly integrate diverse data sources, from environmental sensors to driver behavior, offering highly personalised driving experiences.
Liew further highlighted the importance of edge AI, which Qualcomm specializes in. He defined edge AI as “low latency, energy-efficient, and confidential, since data remains localised.” This approach ensures that vehicles process data directly onboard, reducing dependency on external networks, enhancing privacy, and delivering instantaneous responses crucial for applications like autonomous driving.
Qualcomm’s approach involves extensive collaboration within the automotive ecosystem. Liew underlined the importance of these partnerships, stating, “Ecosystem partnerships are essential for scaling innovations. We collaborate closely with global partners to ensure the widespread adoption and integration of our technologies.” This collaboration enables Qualcomm to leverage combined expertise across industries, driving faster and more comprehensive adoption of new technologies. Through his detailed presentation, Liew illustrated Qualcomm’s below-the-line role in reshaping automotive technology, positioning AI as the cornerstone of future innovations.
Liew concluded by asserting the transformational nature of these advancements. “Cars are evolving into highly demanding computing platforms,” he said. “Silicon and software advancements are catching up, creating new possibilities. Edge AI is central to driving this growth and shaping our automotive future.”
THE KEY TO LOYALTY
Thrifty’s expansive growth plans include more than doubling its UAE footprint, targeting over 100 locations within two years
At the Arabian Travel Market (ATM) 2025, Thrifty Car Rentals
UAE made waves by showcasing a new series of loyalty programmes while unveiling ambitious initiatives designed to reshape the car rental experience of its existing and potential clients in the Emirates.
Consumer expectations around mobility are shifting. Convenience, speed, and personalisation are trickling into the UAE’s growing car rental market. At Arabian Travel Market (ATM) 2025, Thrifty Car Rentals UAE reintroduced itself as a brand designed for today’s on-demand world. From flexible rental options to the launch of a self-service kiosk experience, the brand is building a future-ready ecosystem shaped
around how people live, move, and connect.
Thrifty used the bustling exhibition slash bazaar to launch two new services that cater to UAE residents, visitors, and entrepreneurs seeking convenience without long-term commitments.
Its Monthly Specials is an on-trend ooffering tailored for customers who want affordable access to a vehicle, with the flexibility to renew or switch based on evolving plans. The Lease-to-Own model, meanwhile. supports individuals on a path to vehicle ownership through manageable monthly payments and transparent terms. Both offerings are designed to deliver greater value, particularly for customers navigating fast-paced lifestyles or transitioning through different life stages in the UAE, said the company.
This initiative is designed to put mobility in the palm of our customers’ hands”
From a fleet perspective, Thrifty is continuing to launch car rental services across leading hotel chains in key tourist hubs.
“With our cutting-edge tech now embedded at these locations, tourists can seamlessly book a rental car within seconds — right from their hotel lobby or room,” said the company. “This initiative is designed to put mobility in the palm of our customers’ hands, eliminating the usual hassle of searching for transportation. Whether it’s a spontaneous road trip or a planned excursion, travellers can now unlock a vehicle in just a few taps and get back to what they came for: experiencing the destination, not navigating logistics.”
Thrifty says it is committed to enabling smarter, faster, and more intuitive travel — “making every trip
not just easier, but more enjoyable.”
To that end, it is accelerating its footprint by growing its outlet network in key locations via the region’s-first smart booking kiosk.
Introduced as part of its long-term growth strategy, the brand aims to expand to over 100 touchpoints within the next 18 to 24 months, focusing on high-demand zones such as residential neighborhoods, transit hubs, and retail destinations.
For this massive expansion, Thrifty UAE is marking the debut of their digital booking kiosk at ATM—a self-service station that simplifies the car rental process from start to finish. Customers can browse, select, and book a vehicle in minutes, with delivery to their location within one to three hours. Each kiosk will offer: A fully digital booking experience; An intuitive touchscreen interface; Quick verification and payment options; and planned 24/7 live support integration
“Mobility today is about ease, access, and integration into daily life,” said Chand Soni, Head of Retail at Thrifty Car Rentals, Abu Dhabi, UAE. “Our goal is to meet people where they a re— whether that’s through smarter locations, digital convenience, or partnerships that deliver everyday value. We’re building more than a rental network; we’re building a connected experience.”
Thrifty will begin rolling out these kiosks in residential communities, shopping centres, and strategic business districts, enabling easier access to rental services where customers live and work.
Loyalty-driven collaborations
Mobility today is about ease, access, and integration into daily life”
To enhance customer value and everyday convenience, Thrifty UAE is entering into strategic partnerships with top regional brands across the Oil & Gas, retail, and tourism sectors. Announced at ATM 2025, Thrifty’s new partnerships with GeoWash UAE and Ocean Dusk Travels will unlock tangible benefits. Thrifty users will enjoy 50% off waterless car washes at GeoWash locations across the UAE, while Ocean Dusk customers will now have access to bespoke rental packages through Thrifty’s extensive nationwide network. These initiatives reflect the brand’s broader vision of going beyond rentals to deliver integrated mobility and lifestyle experiences, creating meaningful value for today’s cost-conscious, convenience-driven traveller.
With digital offerings, new product lines, and an ambitious growth roadmap, Thrifty Car
Rentals UAE is investing in experiences that prioritise speed, simplicity, and accessibility.
Minutes after Thrifty revealed property developer Danube as one of its growing lists of new partners, Harshvardhan Singh, Head of Partnerships at Thrifty & Dollar Car Rentals, AA Al Moosa Enterprises – Car Rental Division, spoke passionately about the expanding loyalty programme and strategic partnerships, underscoring the company’s forward-thinking approach to customer engagement and mobility services.
Singh introduced the company’s groundbreaking subscription-based loyalty programme, highlighting its uniqueness in the regional market to T&FME at ATM 2025.
“This is a subscription-based loyalty programme where customers not only benefit on car rentals but also enjoy significant lifestyle advantages,” Singh explained. Unlike traditional points-based programmes, Thrifty’s new loyalty initiative provides immediate, tangible savings, estimated to be between AED 500 to AED 1,000 monthly. The subscription is initially offered free, adding considerable appeal for both tourists and local residents.
“We’ve identified a gap where loyalty programmes traditionally focus only on points,” Singh noted. “People want immediate, practical benefits, not just points accumulation. This new approach addresses exactly that, offering discounts and special deals that customers can use daily.”
The digital card associated with the loyalty programme provides seamless integration with partner services and is easily accessible through an intuitive app, making everyday transactions more convenient. Singh emphasised, “Whether you’re a tourist exploring the city’s attractions or a resident dining out, our programme ensures genuine, everyday savings.”
DOUBLING IN SIZE
Thrifty is launching car rental services across leading hotel chains in key tourist hubs, as well as expanding its loyalty programme.
PRACTICAL BENEFITS OF LOYALTY PROGRAMMES
Harshvardhan Singh, Head of Partnerships at Thrifty & Dollar Car Rentals, AA Al Moosa Enterprises (center-left) says that Thrify has realised that people want immediate practical benefits not just ”points accumulation”.
10 - 13 November 2025 / Dhahran Expo, KSA
z Make connections, expand your network and relationships, generate leads, elevate sales, grow your footprint with endless opportunities.
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Scania Middle East links up with Lootah Biofuels WORKSHOP
PAIR HIGHLIGHT THE IMPORTANCE OF RENEWABLE FUEL PROVIDERS AND COMMERCIAL VEHICLE MANUFACTURERS
BIOFUELS
Marking its global Climate Day 2025, Scania Middle East organised an insightful educational visit to Lootah Biofuels’ facility in Dubai, spotlighting renewable fuels and their critical role in achieving sustainability in the transport sector.
The event included comprehensive tours of Lootah Biofuels’ main production facility, providing Scania participants with a detailed understanding of the Fatty Acid Methyl Ester (FAME) technology. This innovative process efficiently transforms waste cooking
oil into high-quality biodiesel, dramatically cutting greenhouse gas emissions. Participants engaged with Lootah Biofuels experts in interactive sessions, gaining insights into sustainable fuel practices and the future potential of renewable energy within the region.
Yousif Bin Saeed Lootah, Founder and CEO of Lootah Biofuels, emphasised the shared vision between Scania and his company.
“Participating in Scania Middle East’s global Climate Day 2025 was a proud moment for us,” said Lootah.
“It reflects our mutual dedication to
advancing sustainability within the transport sector and supporting the shift toward renewable energy.”
Lootah further highlighted the importance of collaborations between renewable fuel providers and commercial vehicle manufacturers. He stressed the alignment with the UAE’s strategic Net Zero by 2050 initiative, driven by the visionary leadership of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE.
“Under his guidance, the UAE remains deeply committed to reducing carbon emissions and leading global sustainability efforts,” he added.
Juan Carlos Ocampo, Managing Director of Scania Middle East, remarked:“We need a holistic approach, focusing on fuel efficiency, renewable fuels, electrification, and smart and safe transport solutions,” Ocampo explained. “By integrating these elements according to regional market readiness, we can significantly reduce environmental impacts.”
The UAE has proactively embraced renewable fuels, notably pledging regulations mandating B5 biodiesel availability at gas stations nationwide by 2026.
BRIDGESTONE CHAMPIONS SUSTAINABLE FLEET CARE
TYRES
Bridgestone reinforced its commitment to sustainable mobility by showcasing innovative fleet solutions at Automechanika Network 2025, held at the Hyatt Regency Dubai Creek Heights. Berk Berksoy, Bridgestone’s Fleet Solutions OEM and Retread Manager, delivered a keynote presentation titled ‘Bridgestone Fleet Care,’ emphasising the importance of sustainable practices and their direct impact on operational efficiency. “We understand the challenges our fleet customers face on the road,” Berksoy explained. “That’s why we created Fleet Care, offering reliable, round-the-clock breakdown support through a seamless app and call centre experience. Our customers are at the heart of everything we do, and we are committed to earning their trust every mile of the way. As we grow, our sights are set on Oman and Saudi Arabia.”
COMMERCIAL VEHICLES IN SPOTLIGHT AT AUTOMECHANIKA DUBAI NETWORK EVENT
AFTERMARKET
Messe Frankfurt Middle East has kicked off its 2025 programming for Automechanika Dubai with the first Automechanika Dubai Network event of the year, bringing together experts, manufacturers, and mobility leaders to explore the rapid transformation of the commercial vehicle sector in the region.
The agenda featured a series of high-impact presentations and panel discussions. Sunny Manjani, Principal Consultant at Frost & Sullivan, delivered a comprehensive market outlook, noting significant growth opportunities in emerging markets such as India, ASEAN, and Latin America. He also addressed the impact of volatile global trade, regional investment strategies from entities like Saudi Arabia’s Public Investment Fund (PIF), and the broader macroeconomic landscape in the GCC.
In a keynote address on smart fleet technologies, Wahaj Malik, Vehicle Sales Director at UD Trucks Middle East, discussed how digitalisation and telematics are revolutionising logistics.
“Logistics is the lifeblood of society,” said Malik. “The inefficiency is the biggest challenge of our sector — whether it’s road safety, congestion, or environmental impact. But the industry is becoming smarter, more connected, and more sustainable.”
Further advancing the sustainability agenda, Hans Wising, Sales Director at Scania Middle East, explored strategies for decarbonising freight transport.
TK EXPANDS SUPPORT FOR AXLEPOWER IN EMEA
TRAILERS
Thermo King, a global leader in transport temperature control and a brand of Trane Technologies, has unveiled a series of strategic initiatives aimed at accelerating the adoption of its AxlePower selfcharging electric trailer refrigeration system across Europe, the Middle East, and Africa (EMEA).
These initiatives are designed to help logistics operators reduce emissions, simplify integration, and better understand the long-term value of switching to sustainable refrigeration technologies.
The AxlePower system, which recovers kinetic energy during braking or downhill travel and uses it to power electric cooling units, has already logged over 1 million kilometres and 13,500 hours of grid-free operation across
diverse climates—from Sweden to South Africa. Now, Thermo King is scaling the programme through new customer support tools and flexible access options.
“The cold chain plays a vital role in food safety, but the energy demands and emissions of traditional systems create a significant sustainability challenge,” said Wouter Roels, aftermarket and
digital services leader for Thermo King EMEA. “We’ve delivered a breakthrough in energy recovery for trailers. Now, with pan-European homologation, a rental programme, we’re making it easier for fleets to adopt this technology.”
To support this transition, it has also introduced a TCO calculator, specifically tailored to the AxlePower system.
ROBOVAN AWARDED ITS FIRST DRIVING LICENCE
AUTONOMOUS VEHICLES
Autonomous mobility provider
WeRide has secured a major breakthrough in the push towards commercialising driverless logistics in China – and beyond - with the awarding of Guangzhou’s first driverless road testing licence for its Robovan W5.
Unveiled during the launch ceremony of the Guangzhou Nansha District Autonomous Driving Test Base and Smart Transportation Demonstration Zone, the licence grants WeRide authorisation to begin testing its fully driverless delivery vans
on public roads within the district.
Issued under new trial safety guidelines introduced earlier this year, the licence recognises WeRide’s strong technological credentials and its operational track record from nearly six years of robotaxi deployments. The company is among the first to receive approval, signalling a green light for wider testing and eventual commercial rollout of its autonomous logistics vehicles.
WeRide’s Robovan W5 has been purpose-built for urban logistics and last-mile delivery, and features Level 4
autonomous driving technology. With a class-leading 5.5m³ cargo capacity and a range of up to 220km, the electric van has been designed for maximum scalability and cost-efficiency. The modular cargo space supports multiple configurations, catering to the needs of express delivery, e-commerce, and point-to-point freight services.
A key feature of the Robovan W5 is its support for centralised fleet management, which allows a single operator to oversee and coordinate multiple vehicles at once—a capability critical to the future of autonomous delivery networks.
“WeRide’s receipt of the Nansha licence is a landmark step in our vision to commercialise safe, efficient and scalable autonomous logistics,” said a company spokesperson. “We look forward to further expanding testing scenarios and accelerating deployment.”
The Robovan W5’s deployment will serve as a testing bed for broader applications of driverless transport in smart cities, helping Guangzhou position itself as a leader in nextgeneration mobility and logistics.
LET’S TALK TRENDS
T&FME looks at the first Let’s Talk Trends podcast, brought to you by Caltex Lubricants, and how fleets can shift from cost centre to profit drivers
In the first episode of the Let’s Talk Trends podcast, brought to you by Caltex Lubricants, host Stephen White led a deep dive into one of the biggest questions in fleet logistics today: how to transform transportation from a cost centre into a strategic business asset. With expert commentary from Zain Paracha (Head of New Ventures, Emirates Transport), Diana Ali (Arabia Logistics Excellence Manager, Unilever NAME), and Martin Roberts (Director of Transportation, Momentum Logistics), the discussion uncovers critical insights about operational efficiency, service
quality, and the role of smart maintenance practices in modern fleet management.
Zain Paracha opened the dialogue by outlining how Emirates Transport is evolving in response to market pressures.
“We have a blue-collar fleet well above 30,000 employees,” he said. “There’s the cost component — drivers and vehicles that are inactive are a huge burden — but there’s also a humanitarian aspect. We invest heavily in training and defensive driving, but also in how we design shifts, where employees live, and how their operations are assigned.”
Martin Roberts highlighted Momentum’s decision to rejuvenate their fleet. “We
Our products must arrive safe and on time — both are nonnegotiable”
used to operate with aging vehicles,” he explained, “but we made a strategic shift to newer trucks. It means more capital investment up front, but our long-term maintenance costs and vehicle downtime have reduced significantly. Customer service has improved — and that’s something our clients like Unilever really value.”
From the customer side, Diana Ali made it clear: “We don’t want to hear about breakdowns. Our partners must deliver flawless service. No downtime, no failures. Our products must arrive safe and on time — both are non-negotiable.” She further emphasised that Unilever treats transport
providers as business partners: “It’s our brand on the line. So, we need real-time visibility into fleet activity, fuel usage, driver behaviour, and routes. Full access is mandatory.”
Ali also touched on the rising importance of cost optimisation, noting that “shared trucking models, fuel efficiency initiatives, and driver training” are essential to improving both service levels and the bottom line.
A major theme was the use of telematics and behavioural data to improve driver performance. “We created a league table using data from our telematics system,” Roberts said. “Metrics like harsh braking, over-speeding, and sharp cornering were monitored. Initially we had a wide distribution, but now 95% of drivers are in the top category. Then we raised the bar again.”
Paracha agreed, but added that, “It’s a competitive space. Most players use the same type of trucks. The difference is how you add value. You invest in your people, create operational efficiency, and build long-term relationships that yield a healthier P&L (profit and lost).”
Lubricants, Maintenance, and Margins
The discussion naturally turned to
We’re not competing on price anymore. We’re competing on how well we serve, how well we retain, and how much value we generate”
maintenance best practices — particularly lubricants and oil change strategies, a segment especially relevant given the podcast’s partnership and support of Caltex Lubricants. “We’re using oil sampling at 30,000 kilometres,” Roberts explained. “The oil still has 50% of its life left, but we prefer not to push it too far. You might save on oil, but then you risk missing other things — like air filter maintenance. It’s about attention to detail.”
He continued, “With advancements in lubricants and materials, vehicle longevity has improved. But you need to follow the OEM recommendations and stay consistent. That’s where products like Caltex Delo make a real difference — performance, consistency, and protection.”
Sustainability and Upcoming Regulation
The panel also considered the implications of the UAE’s 2030 Vision strategy, which includes stricter regulations around fleet age and emissions. “By 2026, trucks older than a certain threshold won’t be eligible for registration without penalties,” noted Roberts. “The shift is happening
fast. Operators need to align with both regulation and sustainability goals.”
Paracha added, “Fleet investment is one thing, but you need public infrastructure and policy to keep up. Without grid upgrades or city-level EV and maintenance support, it’s hard to sustain these improvements alone.”
The Road Ahead: Retention, Innovation, and Resilience
All three guests echoed the importance of building lasting relationships and refining internal systems to stay competitive.
“We’re not competing on price anymore,” said Paracha. “We’re competing on how well we serve, how well we retain, and how much value we generate.”
White wrapped up the episode by thanking the guests and Caltex Lubricants.
“As we’ve seen today, the right part products and strong partnerships make all the difference for fleet success. And that’s what Let’s Talk Trends is all about — bringing these conversations to light.”
Listen to the full episode on our social media pages and on Caltex Lubricants Middle East, and follow them for updates on upcoming episodes.
FLEET ISSUES GO LIVE
You can now join Stephen White in the Let’s Talk Trends podcast, supported by Caltex, as well as Zain Paracha, Diana Ali and Martin Roberts, as they discuss critical insights about operational efficiency, service quality, and the role of smart maintenance practices in modern fleet management.
THE DELTA FORCE
T&FME hears charging powerhouse Delta Electronics’ Jim Chen’s view on how it is beating down the barriers of EV adoption
You may not be familiar with the name, but you have almost certainly used technology developed by Delta Electronics. At the forefront of global e-mobility technology, the Taiwanheadquartered firm has carved out a leadership role with over 3 million electric vehicle (EV) chargers deployed worldwide. Beginning development more than 15 years ago during the financial crisis, Delta’s early
investment positioned it as a technology pioneer in a market that was still in its infancy.
Technology development is deeply embedded in Delta’s DNA. The company reinvests nearly 8% of its revenues annually into research and development, supporting 73 R&D centres and over 12,000 engineers across five continents. This global presence enables Delta to deliver cutting-edge solutions tailored to diverse regional needs.
Delta supplies key components and systems to most of the world’s top 20 EV
It’s clear that we’re moving to localised systems”
manufacturers, offering everything from powertrain and power control systems to onboard chargers. Its dominance extends into thermal management — cooling systems for batteries, infotainment, and autonomous driving hardware — highlighting its diversified expertise.
Delta is also a frontrunner in megawatt charging technology, critical for the future of electric long-haul trucks. Its scalable charging infrastructure can support up to three megawatts, making it ideal for commercial
SUPPORTING
THE WHOLE AUTO-INDUSTRY
of megawatt charging, microgrids, and decentralised power architecture.
At e-Mobility Taiwan 2025, Jim Chen delivered a bold vision of an energy ecosystem in transition — highlighting Delta’s drive to address the growing demand for resilient, flexible, and intelligent power supply systems.
“The world’s need for microgrid systems is driven by the massive increase in electricity consumption,” he explained.
“In places like the U.S. and Europe, data centre operators are already facing three-year waits to get access to new grid capacity.”
Chen outlined how AI and digital infrastructure are placing enormous strain on traditional grid systems. A single AI search, according to data from Google, consumes nearly 30 times the power of a standard internet query.
“It’s clear that we’re moving from centralised, fossil-based grids to more localised, renewableenabled systems,” he said.
A Smarter, Greener Grid
Delta’s response is the development of high-capacity microgrids, energy storage systems (ESS), and new-generation DC architectures. These decentralised systems reduce dependency on central grids and integrate local renewable generation with intelligent power distribution and backup.
At the core of these systems are in-house innovations such as Delta’s solid-state transformers (SSTs) and high-efficiency DCDC converters, which allow rapid response times and bi-directional energy flows.
“We’re seeing data centres evolve into energy trading platforms. They’re not just consuming energy—they’re generating and distributing it,” Chen said.
Delta
supplies key components and systems to most of the world’s top 20 EV manufacturers, offering everything from powertrain and power control systems to onboard chargers.
fleet applications. Simultaneously, Delta is solving space constraints in urban EV charging with ultra-compact 50kW DC chargers and wall-mounted AC chargers. What sets Delta apart is its holistic approach and (appropriately) range. Beyond chargers, it provides complete energy solutions — integrating solar inverters, energy storage systems, and energy management platforms to support a self-sustaining EV ecosystem. From battery swapping for two-wheelers to
We invest nearly 8% of our revenues into innovation”
portable chargers for scooters and power electronics for e-bikes, Delta covers the full spectrum of e-mobility. With operations in the Middle East and expanding markets like Mexico, Delta Electronics continues to lead by example — delivering not just products, but total solutions for a cleaner, more sustainable transportation future.
At the heart of its energy transformation mission is Jim Chen, Vice General Manager of Delta’s Energy System Solutions Business Division, who is helping to drive development
Delta’s CFE (Carbon-Free Energy) approach goes beyond conventional ESG metrics like RE100.
“RE100 has its limitations — companies may buy green certificates without actually using green power. CFE, however, requires real-time, same-line renewable energy usage, which dramatically changes the design of energy systems,” said Chen.
From Microgrids to Megawatts
Jim Chen’s division is also pioneering megawatt charging infrastructure, a game-changing requirement for long-haul electric trucks.
“Our systems can deliver one to three megawatts of power, essential for charging
GLOBAL EXPANSION
Delta’s footprint spans five continents, with 73 R&D centres and more than 12,000 engineers worldwide. In the Middle East, the company is expanding through its Dubai office and has begun deploying its charging and energy storage solutions across the Gulf region.
large vehicles within minutes. We are already deploying these solutions in collaboration with U.S.-based EVgo and other global charging operators,” said Chen.
Delta’s solutions span from modular 50kW chargers for constrained city spaces to 261kWh energy storage cabinets occupying just 1.5 square metres. “Space and speed are key issues in e-mobility, particularly in urban areas. Our compact DC chargers can recharge a Tesla in the time it takes to watch a movie,” a company representative had told
T&FME during the e-Mobility showcase.
Beyond vehicles, Delta’s reach extends into two-wheelers, three-wheelers, and micromobility markets, providing everything from traction motors to swappable batteries and onboard charging systems.
“We’re nurturing an ecosystem of mobility — from scooters in Asia to autonomous vehicles in Silicon Valley,” the company explained, referencing partnerships with Amazon-backed ZOOX and other major players.
Data centre operators are already facing three-year waits”
“The integration of these elements represents the future of our industry. With microgrids, renewable energy sources can be managed more efficiently, reducing transmission losses and improving reliability,” added Jim Chen. “Our role is to design systems that not only deliver high performance but are also scalable and sustainable. Our megaWatt charging products and energy storage solutions are just the beginning; we envision an interconnected network where every component works seamlessly together for a cleaner, more reliable energy future.”
Delterra: Innovation Rooted in Earth
Chen also introduced Delta’s Delterra brand, its new identity for EV and microgrid solutions. Inspired by the Latin word for Earth, Delterra reflects the company’s mission to create harmony between power and planet.
“Delterra offers scalable energy storage, from 125kW rooftop applications to gigawatt-hour utility-scale projects. Our One Design, 2M Portfolio strategy is designed for modularity and mobility,” Chen said.
This modular thinking extends to Delta’s project delivery. In the Philippines, for example, the company has deployed 16 microgrid islands using containerised ESS units. “By standardising components and integrating control systems, we can cut land use, EPC complexity, and installation time by half,” said Chen.
Global Footprint, Regional Growth Delta’s footprint spans five continents, with 73 R&D centres and more than 12,000 engineers worldwide. In the Middle East, the company is expanding through its Dubai office and has begun deploying its charging and energy storage solutions across the Gulf region.
“Our strength lies not just in product delivery but in our ability to offer complete solutions: from solar inverters and energy storage to EV infrastructure and grid management,” explained the spokesperson. “We back this up with 24/7 remote monitoring and O&M support to ensure system uptime.”
Whether it is enabling zero-emission mobility or future-proofing the digital power grid, Delta’s work is underpinned by a long-term vision and a deep R&D investment strategy. “We invest nearly 8% of our revenues into innovation annually. It’s this commitment that allows us to stay ahead in power conversion, energy management, and automation,” said Jim Chen.
We’re nurturing an ecosystem of mobility”
“As we move ahead, the emphasis will increasingly be on creating robust, flexible networks that can withstand disruptions and adapt to rapid changes in energy demand. We are already exploring how digital platforms and automation can optimize our supply chain and operational efficiency,” he added.
“The continuous evolution of micro-electronics will play a pivotal role, especially as we incorporate smart grid technologies and predictive maintenance.
The future is about integration— merging renewable energy, advanced energy storage, and intelligent power management into a unified system.”
From powering the data centres of tomorrow to charging the fleets of the future, Delta is not just riding the electrification wave — it’s helping shape the current.
“Micro-electronics might sound like a niche segment at first, suggesting something small-scale. However, the micro-electricity networks we develop at Delta are anything but small. They are designed to handle capacities spanning several hundred megawatts.
“This requires advanced technologies and continuously evolving products — not only to manage power but also to integrate renewable sources, energy storage, and microgrid solutions seamlessly. Essentially, we are building the electrical network of the future, which enables self-sufficient, locally controlled grids that can operate both independently and as part of larger systems.”
“It’s clear that we’re moving from centralised, fossil-based grids to more localised, renewable-enabled systems,” says Delta’s Jim Chen (Pictured top of page). Decentralised systems reduce dependency on central grids and integrate local renewable generation, he added.
PROFILED: ABBAS MONIRI
Leading Lubrex towards a future of innovation and excellence
Abbas Moniri’s entry into the oil & energy sector was driven by his passion for engineering, innovation, and the substantial impact energy solutions have on the world. His journey began in 2000 when he moved to Dubai for higher education. Armed with a Bachelor of Science in Chemical Engineering and an MBA from the American University of Sharjah, Moniri’s academic foundation set the stage
for his successful career in the industry.
Born into a family with over five decades of experience in the lubricant business, Moniri was exposed to the nuances of the field from an early age. His family’s legacy in the oil sector played a pivotal role in shaping his career. In 2005, Lubrex was established from a vision by industry experts to create a brand that met international standards, backed by OEM and API certifications. Under Moniri’s leadership, Lubrex would soon become
Moniri is the driving force behind the company”
a pioneer of innovation and quality.
Balancing his studies and early work experience, Moniri applied his theoretical knowledge to real-world scenarios, further deepening his expertise and passion for the lubricant industry. For him, industry isn’t just a profession, it’s a driving force where technology, efficiency, and sustainability converge to create impactful solutions.
In 2025, Lubrex celebrates its 20th anniversary, marking two decades of progress and leadership in the lubricant industry. This
milestone is a testament to Abbas Moniri’s dedication and vision, which has guided Lubrex to global prominence. His journey from an aspiring chemical engineer to a visionary leader has shaped the company’s growth and solidified its position as a key player in the global lubricant market.
The Growth of Lubrex
Lubrex’s journey began in 2005 with the establishment of its first production facility in the Hamriyah Free Zone, setting the stage for a remarkable story of growth and innovation. The company’s commitment to quality was clear from the start, and by 2007, its production capacity had grown to an impressive 90 million liters annually.
In 2015, Lubrex further expanded with a new facility that included a 5,600 squaremeter warehousing expansion, allowing the company to scale up production while maintaining operational excellence. A major leap in production technology occurred in 2017 with the introduction of an automated batch blending system and advanced plastic packaging lines, enhancing speed and quality. In 2018, Lubrex took another step forward by integrating robotic palletization, improving efficiency and precision in handling finished products.
Recognising growing demand across the GCC region, Lubrex opened a new mainland UAE facility in 2020, further strengthening its position in key markets. The following year, in 2021, Lubrex added a grease plant with an annual production capacity of 15,000 MT and 30 varieties of greases. By 2024, Lubrex had integrated an AI-driven, fully automated drum filling line with a production capacity of 250,000 liters per day.
Looking ahead to 2025, the company added nine new ABB units, boosting capacity to 140 million liters per year. This expansion, along with a 10,000-squaremeter warehousing facility extension, further solidified Lubrex as an industry leader.
Defining Leadership at Lubrex
As the Managing Director of Lubrex, Abbas Moniri is the driving force behind the company’s strategic vision and dayto-day operations. His leadership extends beyond overseeing product development and supply chain optimization - it involves inspiring innovation and fostering a culture of excellence within the organization.
Moniri balances innovation with fiscal responsibility”
Under his leadership, Lubrex has not only grown in scale but also garnered recognition for producing high-performance lubricants that meet the diverse needs of the automotive and industrial sectors.
Moniri’s hands-on leadership approach emphasises team development. Lubrex conducts quarterly training programs to ensure employees stay up-to-date with the latest industry trends and technological advancements. This investment in the workforce has been crucial in maintaining
the company’s competitive edge.
With a background in both engineering and management, Moniri balances innovation with fiscal responsibility, ensuring Lubrex’s steady growth and operational excellence. His resilience and strategic foresight have been key to navigating challenges and market fluctuations.
Moniri’s leadership is characterised by strategic foresight, collaboration, and an unwavering pursuit of excellence. He
SUSTAINABILITY AND ADVANCED MANUFACTURING
empowers his team, fosters a culture of innovation, and ensures a customer-centric approach in every aspect of the business. Under his guidance, Lubrex has excelled in operations and become a model of innovation within the lubricant industry.
His hands-on leadership style, combined with his dedication to continuous learning, ensures that Lubrex’s workforce remains ahead of industry trends. Through collaborative decision-making, Moniri
has cultivated an environment where creativity thrives, and results are achieved.
The lubricant sector presents numerous challenges, including fluctuating market dynamics and stringent environmental regulations. Moniri has navigated these hurdles with strategic planning, technology investments, and an adaptive business model. His focus on research and development has allowed Lubrex to introduce products that
Lubrex products are available in more than 87 countries”
meet and exceed industry standards.
A key priority under Moniri’s leadership has been sustainability. Lubrex has embraced automation and digitalization to optimize production and reduce its environmental impact. This forward-thinking approach has positioned the company as a leader in sustainability within the industry, with products that meet both performance and environmental standards.
Lubrex’s success is rooted in innovation,
Lubrex products meet both performance and environmental standards, with its adoption of automation and digitalization optimizing production and reducing its environmental impact.
and Moniri ensures the company remains at the cutting edge by investing in stateof-the-art technology and eco-friendly solutions. Lubrex’s commitment to research and development has enabled the introduction of high-performance lubricants that meet evolving industry demands.
The company’s expansion, both in terms of production capabilities and global reach, serves as a testament to Moniri’s vision for Lubrex’s future. The integration of automated blending systems, robotic palletization, and expansion into new facilities reflects Lubrex’s forward-thinking approach. Lubrex-manufactured products are currently available in more than 87 countries worldwide and continue to expand further.
Sustainability at the Core
Lubrex’s commitment to sustainability extends beyond regulatory standards. In the coming years, the company plans to install a solar energy plant to power its production facilities, reducing reliance on traditional energy sources and minimizing its carbon footprint. In addition, Lubrex will establish its own metal drum manufacturing unit with the objective of further reducing its carbon footprint and advancing sustainability efforts.
Lubrex is also committed to reducing plastic waste through automated blow molding technology and a companywide “no-paper” policy. The company’s dedication to environmental preservation is further reflected in its tree planting initiatives, reinforcing Lubrex’s role in contributing to a sustainable future.
Advice for Aspiring Professionals
Moniri’s advice to young professionals entering the lubricant sector is simple: stay committed to learning, embrace innovation, and build strong professional networks. He believes these qualities are essential for anyone seeking to make a significant impact in the industry.
For Moniri, his career is a testament to resilience, dedication, and vision. His leadership at Lubrex proves that with the right combination of innovation, teamwork, and strategic foresight, great things are possible.
Long-Term Goals and Legacy
Looking to the future, Moniri’s vision for Lubrex is clear: to expand its global presence, lead the way in sustainable lubricant
COMMITMENT IS ESSENTIAL IN THIS INDUSTRY
Abbas Moniri’s advice to young professionals entering the lubricant sector is to stay committed to learning, embrace innovation, and build strong professional networks. He says these are essential qualities for anyone seeking to make a significant impact in the industry.
Moniri’s success is rooted in the support of his family”
solutions, and leave a lasting legacy of innovation and industry leadership. Through a commitment to research, sustainability, and excellence, Moniri aims to ensure that Lubrex remains at the forefront of the lubricant industry for generations to come.
Moniri’s success is rooted in the support of his family, particularly his father, who played a pivotal role in shaping his career. He also expresses gratitude to his business partner, Mr. Vahid Naeimi, whose trust and support were vital from
the earliest days of Lubrex’s formation. Moniri further acknowledges the support of the UAE government, Lubrex’s dedicated staff, and global business partners, all of whom have contributed to the company’s remarkable journey.
With his visionary leadership and unwavering dedication to innovation and sustainability, Abbas Moniri stands as one of the most influential managing directors shaping the future of the lubricant industry.
THE STREETS
ROBOTAXI HITS OF ABU DHABI
The Middle East’s first urban driverless trial begins
WeRide has officially launched the Middle East’s first fully driverless Robotaxi trial operations in Abu Dhabi. The trial features a fleet of the Chinese mobility expert’s WeRide Robotaxis operating on public roads without onboard safety drivers.
The landmark trial makes Abu Dhabi the first city in the region to host fully autonomous vehicles in live urban environments, cementing the emirate’s status as a global innovation hub for next-generation mobility. The trial builds on WeRide’s existing network, which has provided autonomous transport services across Yas Island, Saadiyat Island, and corridors leading to Zayed International Airport since 2021.
In a further expansion of its service footprint, WeRide has announced the extension of Robotaxi coverage to two key urban centres: Al Maryah Island, the city’s bustling financial district and home to the Abu Dhabi Global Market (ADGM),
and Al Reem Island, a thriving residential and retail destination. The move is designed to meet growing demand for smart transport options in high-traffic, high-density areas.
“WeRide makes history as the first company to pilot fully driverless Robotaxis in the Middle East region, showcasing our autonomous leadership in one of the world’s most dynamic urban environments,” said Jennifer Li, CFO and Head of International Business at WeRide. “In parallel, we’re expanding commercial service to high-demand areas like Al Maryah and Al Reem Islands – bringing smart mobility solutions to more users in the Middle East. Together, these demonstrate our technological maturity while moving us closer to mass commercialization of Robotaxis.”
The deployment follows a series of strategic milestones for WeRide in the UAE. In July 2023, it became the first company to be awarded a national self-driving vehicle licence by UAE authorities, allowing it to operate autonomous
vehicles on public roads across the country. This was followed in December 2024 by the launch of a partnership with Uber in Abu Dhabi, establishing the largest commercial Robotaxi network outside of the US and China.
WeRide’s regional operations are also supported through its role in the Abu Dhabi Smart & Autonomous Systems Council. As part of the council’s Infrastructure, Regulations, and Pilot Acceleration Working Group, WeRide advises on the development of regulatory frameworks and smart infrastructure to accelerate the safe integration of autonomous mobility into the UAE’s urban transport systems.
Commercial driverless rides and further service area expansions are expected to roll out progressively from summer 2025, pending regulatory approvals. The move aligns with Abu Dhabi’s broader goals of positioning itself at the forefront of future mobility and reducing reliance on traditional vehicle ownership through shared, intelligent transport solutions.
NEXT ISSUE: GETTING READY FOR THE SUMMER HEAT, EVIS 2025, REVIEWS AND MUCH MORE!
