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132/MAY 2O25
MIDDLE EAST
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CONTENTS
CONTENTS FEATURE
12 / EXCLUSIVE: THE MAN WITH A VAN T&FME talks to Martin Imhoff, MAN Truck and Bus’ man with the van.
ALSO THIS ISSUE … NEWS
06 / NEWS FROM THE MONTH UAE: noon and ADNOC join forces. LAUNCHES
10 / MEET NISSAN’S BABY SUV Al-Masaood Automobiles talks to T&FME
06
10
18
22
28
32
about launching Nissan’s entry level SUV. INTERVIEW
18 / ZF IN THE AFTERMARKET Sheerhan Jeaudeen talks to T&FME. SPECIAL FEATURE
22 / TAIWAN TAKES ON TRUMP AND TARIFFS A special look at AMPA 2025 and Taiwan’s strategy to deal with Trump’s tariffs. OPINION
28 / WELLNESS ON WHEELS Every ride can contribute to a longer, healthier life, writes Dmitry Kaminskiy, General Partner, Deep Knowledge Group. INTERVIEW
32 / AMR 2025 REVIEW T&FME is in Beijing for Automechanika’s repair and maintenance extravaganza.
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MAY 2025 01
WELCOME
GROUP MANAGING DIRECTOR RAZ ISLAM raz.islam@cpitrademedia.com +971 4 375 5471 DIRECTOR OF FINANCE & BUSINESS OPERATIONS SHIYAS KAREEM shiyas.kareem@cpitrademedia.com +971 4 375 5474
A QUIET BATTLE, A SEISMIC SHIFT I had a few minutes this month with one of Taiwan industry’s most influential figures, and it didn’t take long for the subject of Foxconn’s partnership with Saudi Arabia to come up. For him, the deal to produce chips for the automotive industry is an important layer of protection against the trade disruption from which Taiwan is especially vulnerable. Then he mentioned that there are also opportunities in Egypt, a country with a long tradition of auto production in the region. Our conversation drifted on, but my thoughts remained on the emergence of three auto-powerhouses. There’s a quiet but seismic shift underway — a new industrial arms race that’s not fought with oil but electrons. As the global automotive industry pivots to electrification, three regional giants — Saudi Arabia, Egypt, and Turkey — are carving out ambitious, and at times overlapping, paths to become EV production powerhouses. Turkey has long enjoyed a head start, leveraging its deep industrial base and access to European markets. Stellantis’ integration with TOFAŞ and its €256 million investment in a new multi-energy light vehicle platform is a clear signal: Turkey wants to lead not only in volume but in technological relevance. With its robust supplier ecosystem and logistics capabilities, Turkey presents itself as a bridge between East and West for EV export. Egypt, meanwhile, is banking on scale and strategic geography. Its push
for domestic production is bolstered by policy incentives and partnerships with Chinese automakers, aiming to both serve its large internal market and act as a gateway to Africa. Egypt’s bet is on affordability and local value creation — a mass-market proposition that could win it considerable influence across the continent. Then there’s Saudi Arabia — late to the race but moving with astonishing pace. PIFbacked ventures like Ceer and investments in global players such as Lucid signal Riyadh’s intent to leapfrog the region entirely. Rather than retrofit legacy systems, Saudi Arabia is building a top-down EV industry from scratch, anchored in Vision 2030 and powered by sovereign ambition. Even Nissan is touted as its next major investment. This is not just about cars; it’s about rewriting the kingdom’s industrial DNA. Even if there needs to be serious questions about whether it has the manpower and industrial clusters to support its ambitions. Each country has a different playbook: Turkey’s is rooted in tradition, Egypt’s in pragmatism, and Saudi Arabia’s in disruption. Who will win? Perhaps all three — if they can align local production with global competitiveness. But the finish line isn’t set in units sold; it’s measured in how deeply these nations can embed themselves in the global EV supply chain. One thing’s certain — the road to EV supremacy in the Middle East and Africa will be electric in more ways than one.
STEPHEN WHITE HEAD OF CONTENT, MOBILITY & CAPITAL ASSETS STEPHEN.WHITE@CPITRADEMEDIA.COM 02 MAY 2025
PUBLISHING DIRECTOR ANDY PITOIS andy.pitois@cpitrademedia.com +971 4 375 5473 EDITORIAL HEAD OF CONTENT, MOBILITY & CAPITAL ASSETS STEPHEN WHITE stephen.white@cpitrademedia.com +971 58 584 5818 ASSOCIATE EDITOR PRIYANKA RAINA priyanka.raina@cpitrademedia.com +971 4 375 5478 ADVERTISING SALES MANAGER BRIAN FERNANDES brian.fernandes@cpitrademedia.com +971 4 375 5479 STUDIO ART DIRECTOR SIMON COBON simon.cobon@cpitrademedia.com DESIGNER PERCIVAL MANALAYSAY percival.manalaysay@cpitrademedia.com PHOTOGRAPHER MAKSYM PORIECHKIN maksym.poriechkin@cpitrademedia.com CIRCULATION & PRODUCTION DIRECTOR OF MARKETING & MEDIA OPERATIONS PHINSON MATHEW GEORGE phinson.george@cpitrademedia.com PRODUCTION & IT SPECIALIST JARRIS PEDROSO jarris.pedroso@cpitrademedia.com MARKETING MARKETING & EVENTS EXECUTIVE LAKSHMY MANOJ lakshmy.manoj@cpitrademedia.com SOCIAL MEDIA EXECUTIVE FRANZIL DIAS franzil.dias@cpitrademedia.com WEB DEVELOPMENT SENIOR DIGITAL MANAGER ABDUL BAEIS abdul.baeis@cpitrademedia.com WEB DEVELOPER UMAIR KHAN umair.khan@cpitrademedia.com FINANCE CREDIT CONTROL EXECUTIVE CAMERON CARDOZO cameron.cardozo@cpitrademedia.com +971 4 375 5499 FOUNDER DOMINIC DE SOUSA (1959-2015)
The publisher of this magazine has made every effort to ensure the content is accurate on the date of publication. The opinions and views expressed in the articles do not necessarily reflect the publisher and editor. The published material, adverts, editorials and all other content are published in good faith. No part of this publication or any part of the contents thereof may be reproduced, stored or transmitted in any form without the permission of the publisher in writing. Publication licensed by Dubai Development Authority to CPI Trade Publishing FZ LLC. Printed by Masar Printing Press. CPI Trade Media. PO Box 13700, Dubai, UAE. +971 4 375 5470 cpitrademedia.com © Copyright 2025. All rights reserved.
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Kia EV3 will be a triple threat at 2025 World Car Awards
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NETWORK
MOU SIGNED TO EXPAND NOON NETWORK VIA ADNOC / ABU DHABI MOBILITY ADDS NEW VOLVO E-BUSES / EMIRATES SKYCARGO INVESTS IN HYDROGEN-POWERED TRUCKS
NETWORK
Noon plugs into ADNOC network ADNOC DEAL AGREED AS NOON PLEDGES TO DELIVER WITHIN 15 MINUTES ACROSS UAE FLEET ADNOC Distribution has signed a strategic Memorandum of Understanding (MoU) with noon which will lead to the e-commerce experts setting up noon Minutes distribution centres at ADNOC service stations. The aim is to improve noon’s network across the country. As part of the collaboration, noon Minutes distribution centres will be co-located at ADNOC service stations, enabling ultra-fast delivery of products ordered via both the ADNOC Distribution and noon platforms. ADNOC Oasis products will also be available for home
delivery via noon riders for the first time, enhancing the convenience of the company’s digital-to-doorstep ecosystem. The partnership will leverage ADNOC Distribution’s expansive physical retail network alongside noon’s advanced AI-powered logistics capabilities to optimise delivery operations, enable smarter inventory control, and implement real-time route planning. The goal: faster, more efficient, and hyperpersonalised services for customers across the UAE. The initiative will also integrate ADNOC’s popular Rewards programme with
noon’s AI capabilities, allowing for customised promotions and tailored shopping experiences for customers. Commenting on the announcement, Eng. Bader Saeed Al Lamki, CEO of ADNOC Distribution, said: “This partnership marks a new chapter in ADNOC Distribution’s transformation. By combining our nationwide retail network with noon’s advanced digital and logistics capabilities, we are accelerating our journey to turn service stations into smart convenience hubs—powered by technology and focused on delivering real value to our
customers and shareholders.” Faraz Khalid, CEO of noon, welcomed the strategic alignment with ADNOC Distribution, saying: “Our collaboration with ADNOC Distribution is a major step forward in how we redefine convenience for customers in the UAE. By integrating our digital platforms with ADNOC Distribution’s unmatched infrastructure, we will continue to deliver unmatched speed, selection and reliability to our customers. With ADNOC Distribution as a key strategic partner, noon is stronger and even better positioned to serve our customers.”
EV SHIPMENTS TO GROW 17% IN 2025 WITH OVER 50% OF CAR MODELS BEING EVS BY 2030, GARTNER INC REPORT
06 MAY 2025
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NETWORK
ABU DHABI MOBILITY CHARGES UP BUS FLEET FLEET
EMIRATES SKYCARGO ACCELERATES HYDROGENPOWERED TRUCKS FLEET
Emirates SkyCargo has taken a significant step towards greener logistics by announcing the integration of hydrogenpowered trucks into its fleet. This strategic move, revealed on 17 April 2025, is aimed at reducing CO2 emissions and enhancing air quality as part of the company’s broader sustainability efforts. Scheduled to enter service by the first quarter of 2026, the five hydrogenpowered trucks will join Emirates SkyCargo’s existing fleet of over 60 vehicles. The fleet currently supports cargo movement between Dubai World Central (DWC) and Dubai International Airport (DXB), in addition to broader domestic operations across the UAE. Importantly, these trucks match the 28-tonne cargo capacity of the current diesel-powered units, ensuring operational efficiency without any compromise. Powered by hydrogen, the trucks boast an impressive range of up to 700 km per full tank, with refuelling available at dedicated stations located at Expo City and the Al Qudra DEWA facility. Badr Abbas, Divisional Senior Vice President of Emirates SkyCargo, highlighted the strategic importance of this advancement, stating, “The deployment of hydrogen-powered trucks into our fleet marks an exciting development in our strategy to reduce emissions in our ground operations. We will continue to explore more ways to integrate alternative fuels and technologies and scale up efforts that mitigate our environmental footprint without compromising on high standards of service our customers expect.” truckandfleetme.com
FAMCO and Volvo have officially delivered three Volvo BZL Electric Buses to Abu Dhabi Mobility. The official handover ceremony, held at the Abu Dhabi Mobility offices in Abu Dhabi, brought together distinguished guests from the capital’s public transportation organisation, FAMCO and Volvo executives, and the Swedish Ambassador. Abu Dhabi Mobility’s Green Bus Programme, in collaboration with Volvo and FAMCO, champions sustainable mobility solutions that align with the UAE’s environmental and urban development goals. “With the handover of the Volvo BZL Electric Buses, we are not only delivering cutting-edge transport solutions but also reinforcing our commitment to accelerating the transition to zero-emission mobility in the UAE,” said Ramez
Hamdan, Managing Director of Al-Futtaim Industrial Equipment. The Volvo BZL Electric Bus stands is one of the leading sustainable transport solutions of its generation with a single or dual electric motor setup, ensuring smooth acceleration for optimal performance. It is powered by a lithium-ion battery that is especially optimised for city routes, offering multiple charging
solutions. Volvo describes the e-bus as offering enhanced power and sustainability credentials. H.E Fredrik Floren, The Ambassador of Sweden, emphasised the global impact of Volvo’s electric fleet: “The Volvo BZL Electric is revolutionizing city transport worldwide, and we are proud to see it deployed in Abu Dhabi as part of this landmark initiative.”
AJEX LOGISTICS SERVICES UNLEASHES NEW APP LAST MILE AJEX Logistics Services (AJEX) has introduced the AJEX Mobile App designed to improve the delivery experience for its customers in Saudi Arabia. Designed to meet growing consumer demand for seamless and transparent logistics solutions, particularly across the e-commerce sector, the new application is set to redefine how AJEX engages its customers as part of its
digital transformation efforts, explained the firm. The AJEX Mobile App gives users with both real-time and live tracking of their shipments. While realtime tracking provides visibility into the shipping process from pick-up to doorstep, users can additionally use live tracking to monitor the progress of their courier once they are on route to make their delivery. Customers also receive updates on the progress of their
delivery with push notifications. According to AJEX, the app offers added convenience and control thanks to the ability to update their profile and delivery details, including up-dating or changing the delivery address. Beyond tracking, app users can also locate their closest AJEX service center and enjoy enhanced communication tools for connecting with AJEX customer support via their phones. “The AJEX Mobile App sets a new benchmark in the region’s express and e-commerce shipping sector thanks to its innovative live tracking feature. A real differentiator in the lastmile segment, not only can our customers track our couriers live, monitor our progress, and receive timely updates, but they can now customise delivery preferences,” said Shanvaz Mohammed, Chief Technology Officer at AJEX. MAY 2025 07
NETWORK
EXPEDITORS INTL. LANDS IN DUBAI SOUTH
FLEET
Fortune 500 global logistics company Expeditors International of Washington, Inc has inaugurated its new facility at the Logistics District in Dubai South. The official opening ceremony was attended by senior leadership from both organisations, including Mohsen Ahmad, Chief
Executive Officer of the Logistics District, Dubai South; and from Expeditors, Wael Hanna, District Manager, Dubai, K Murali, Senior Vice President, Middle East, Africa & Indian Subcontinent; and Mathew Joseph, Regional Vice President, Middle East and North Africa. Spanning approximately 23,200
sqm, the facility is designed to provide warehousing and fulfilment services, including container freight station operations. Additional offerings include inventory management, kitting, labelling, order management, compliance inspections, return programs, transportation management, pick-and-pack services, and quality control inspections. Mohsen Ahmad said: “We are delighted to inaugurate Expeditors’ new facility, which will deliver logistics solutions to meet the region’s growing demand for advanced supply chain services. At Dubai South, our mandate is to support the government’s vision of positioning Dubai as one of the world’s leading logistics hubs.”
EVS TAKE CENTRE STAGE AT ‘MAKE IT IN THE EMIRATES’ ELECTRIC VEHICLES Make it in the Emirates, returns this month for its fourth and largest edition to date, with organisers confirming a significant expansion into 12 strategic industrial sectors – including a dedicated focus on automotive technologies and electric mobility. Hosted by ADNEC Group and
led by the Ministry of Industry and Advanced Technology (MoIAT), the event will spotlight cutting-edge developments in the Aerospace, Automobile & Defence sector, where EV, AVs, and localised automotive manufacturing are poised to dominate the conversation. The 2025 edition reflects the growing emphasis on future-
ready transport solutions as part a broader industrial growth strategy. The automobile segment is expected to attract major OEMs, EV manufacturers, and parts suppliers, capitalising on opportunities created by the government’s Operation 300bn initiative to boost domestic production and attract long-term investment.
EZHIRE TARGETS BUSINESSES WITH NEW CORPORATE SERVICE RIDE-HAILING
Dubai-based on-demand car rental platform eZhire has unveiled its new B2B service, aiming to simplify business transportation across the UAE and wider region. This new venture is designed to provide seamless, efficient, and reliable mobility solutions tailored specifically for corporate clients. Recognising that reliable transportation is vital for businesses managing client meetings, sales support, and daily operational needs, eZhire’s B2B offering seeks to eliminate traditional logistical hurdles such as paperwork and approval delays. “We’re entering a new era of corporate mobility—one where businesses don’t need to be bogged down by paperwork, approvals, and logistical delays just to get a car,” explained Hassan Jan Saduzai, CEO at eZhire. “Our B2B solution gives companies access to the same seamless experience our customers enjoy, optimised specifically for scale, control, and cost-effectiveness.” Key features of eZhire’s businessfocused platform include minimal paperwork for rapid onboarding, swift on-demand vehicle delivery typically within minutes across major cities, and competitive rates customised according to each company’s rental frequency and usage.
INSIDE THIS ISSUE: ZF AFTERMARKET, MAN WITH A VAN, TAIWAN AND TARIFFS INTERVIEW, TASMAN LAUNCH, AND MUCH MORE!
08 MAY 2025
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LAUNCHES
BABY SUV THE NISSAN MAGNITE ARRIVES IN ABU DHABI AT AN ENTRY-LEVEL PRICE / KIA AND LG BRING PLATFORM BEYOND VEHICLE (PBV) TECHNOLOGY TO LIFE
LAUNCHES 59K STARTING PRICE
Magnite’s got personality NISSAN AND AL MASAOOD AUTOMOBILES HAVE LAUNCHED A NEW COMPACT SUV IN ABU DHABI Described as a baby SUV, the Nissan Magnite comes with 700l of space in the trunk, an equally spacious interior and a competitive starting price of 60,000AED, making it an affordable entry-level for both personal and fleet buyers in a range that is topped by the X-Trail and the legendary Patrol. During the launch, Al Masaood Automobiles described the introduction of the Magnite as a milestone and the local SUV segment. As a completely new entrant in the compact SUV category, the Nissan Magnite opens doors to a segment of drivers in Abu Dhabi who seek a smart and modern SUV that doesn’t compromise on value, technology,
10 MAY 2025
or safety, the media were told. According to Al Masaood, the Magnite is “purpose-built for today’s forward-thinking drivers those who prioritise intelligent technology, enhanced safety, compact convenience, and exceptional value. Its dynamic design sports a striking grille, high ground clearance, and diamondcut alloy wheels that highlight its sporty appeal. The cabin offers a seamless blend of style and functionality, including a fully digital 7-inch instrument cluster and an 8-inch touchscreen infotainment system equipped with wireless Apple CarPlay and Android Auto ensuring a connected, intuitive driving experience at every turn.”
Under the hood, the allnew Magnite is powered by a turbocharged 1.0-litre engine that delivers 100 PS of power and 152Nm of torque, combining efficiency with exhilarating performance. Safety remains paramount with advanced features such as the AroundView Monitor, ABS & VDC, Auto Headlamps, and comprehensive airbag coverage, ensuring peace of mind on every journey. Bachir Gemayel, Sales and Marketing Director at Al Masaood Automobiles, said of the arrival of the new Nissan Magnite: “We’ve always understood our role as more than introducing new vehicles. The Magnite is Nissan”s
best tech to value offering. We are commited to elevating lifestyles. We are confident this compact SUV will stand out in the market.” He added: “The arrival of the all-new Nissan Magnite reflects our commitment to bringing our customers mobility solutions that seamlessly blend smart design, the latest technologies and features, and trusted safety, hence adding value to their lives. “As always, we remain dedicated to delivering memorable experiences that go beyond the vehicle itself, and extend throughout the full ownership journey of our customers. These relations are built on trust, understanding, and a deep
truckandfleetme.com
LAUNCHES
PBV: ANY WAY YOU WANT IT KIA’S CONCEPT PBV TREATED TO LG HOME MAKEOVER
AFFORDABLE LUXURY As a completely new entrant in the compact SUV category, the Nissan Magnite opens doors to a segment of drivers in Abu Dhabi that may not previously have been able to afford one from the Japanese car-maker.
THREE TRIMS TO CHOOSE The Magnite is available in three major trims and comes in five bold colour options, including stylish dual-tone combinations, giving customers the freedom to choose a version that best fits their personality and lifestyle.
appreciation for what our customers truly value in their daily drives.” The arrival of this latest model aligns with Nissan’s global business transformation strategy, ‘The Arc’, and presents Japanese engineering excellence to the regional compact SUV segment. As the third vehicle under this blueprint and a key pillar
alongside the iconic Patrol and popular X-Trail, this model not only reinforces Nissan’s leadership in the SUV segment, with plans to expand the lineup by 2026, but also exemplifies Al Masaood Automobiles’ commitment to deliver innovative, quality vehicles that make a bold statement on the road and cater to diverse customer needs.
Kia Corporation and LG Electronics have announced a new partnership to bring a fresh vision for Platform Beyond Vehicle (PBV) technology to life, with concept vehicles designed to function as smart, mobile environments for both work and recreation. Unveiled at the 2025 Seoul Mobility Show, the partnership introduces two PBV concept models – PV5 Spielraum Studio and PV5 Spielraum Glow Cabin – merging LG’s advanced home appliances and AI solutions with Kia’s PBV architecture. The aim is to launch these multifunctional vehicles by H2 2026, with a clear view to redefine how commercial vehicles can serve solo professionals, mobile businesses, and the growing lifestyle-on-the-go market. The Spielraum Studio concept, targeted at mobile professionals and entrepreneurs, transforms the PV5 into a high-tech workspace with LG’s AI-powered appliances such as modular Stylers, smart mirrors, and built-in coffee machines. The integrated AI system tracks business schedules and adapts settings in real time, supporting the needs of drivers working on the move. For leisure-focused users, the Spielraum Glow Cabin turns the PBV into a premium picnic or glamping experience on wheels. Featuring refrigerators, wine cellars, and lightwave ovens, each
equipped with MoodUP™ colourchanging panels, the vehicle enhances outdoor gatherings with a personal touch. Won-Jeong Jeong, EVP and Head of Korea Business Division at Kia, stated: “By offering mobility space solutions that combine automobiles with home appliances, we aim to lead a transformative shift in customers’ lifestyles. This partnership with LG Electronics advances the core value of PBVs, contributing to a new mobility paradigm.” From a practical fleet perspective, the partnership signals a shift toward modular, multi-use commercial vehicles, with PBVs set to become platforms that cater not only to transport needs but also mobile operations, events, popup retail, and on-demand services.
PBV FOR FLEETS? Truck and van fleets across the Middle East could eventually benefit from PBVs that adapt to local lifestyle trends and business demands, offering a flexible, scalable vehicle solution tailored to the gig economy, smart city integration, and experiential travel.
SPECIFICATIONS Engine
1.0l
Power
100ps
Torque
152Nm
Fuel Economy
17.2l/km
Top Speed
170km/h
truckandfleetme.com
MAY 2025 11
INTERVIEW
THE MAN
WITH A VAN
MAN Truck & Bus’ Martin Imhoff, Head of Product Marketing and Product Management – Van, gives T&FME an exclusive look at the MAN TGE Van
12 MAY 2025
truckandfleetme.com
INTERVIEW
T
here’s a moment during my one-on-one with Martin Imhoff, Head of Product Marketing and Product Management – Van at MAN Truck & Bus, when the emotion behind the launch of MAN’s TGE Next Level van becomes clear. “This is not just another product for me,” he says, leaning forward with unmistakable pride. “This is my baby.” We’re speaking on the eve of a major moment for MAN. After a successful rise in Europe’s competitive light commercial vehicle segment, the company is now launching its first van into the Middle East. But this story is about more than just product. It’s also a testament to strategic persistence and the merging of truckgrade engineering with van versatility.
The Long Road to Launch
The journey began in earnest in 2013, when internal discussions at MAN started to entertain the idea of entering the van segment. At the time, Imhoff had recently joined from Iveco, where he was responsible for the Daily. “My boss at MAN asked, ‘Would you be interested in a van?’” Imhoff recalls. “And I said, ‘Of course, this is my core competence — let’s go for it.’” With the Volkswagen Group already producing vans, the MAN team saw a unique opportunity. But from the outset, Imhoff knew they had to do something different. “There were already 12 or so players in the van market,” he says. “If we were going to be number 13, we had to offer something special.” The result was a van built with MAN’s truck DNA at its core—an LCV engineered not from the perspective of a car manufacturer but with the understanding of commercial vehicle users. “Our customers are truck customers,” says Imhoff. “They don’t go to glass showrooms. They need reliability, service, and support at their premises. And that’s where we excel.” The TGE project also benefited significantly from MAN’s close ties within the Traton Group and the broader Volkswagen family. “It was a real cooperation,” says Imhoff. “We brought our truck competence into the project, and our colleagues at Volkswagen brought their expertise in car manufacturing.” truckandfleetme.com
He explains that MAN was able to access a wide array of advanced systems and technologies — everything from infotainment units to driver assistance platforms — through this collaborative model. “We could take proven Volkswagen Group components off the shelf, then adapt and reinforce them for commercial use. That’s a huge advantage.” This alliance enabled MAN to accelerate development without compromising on its core identity as a commercial vehicle expert. “At the end of the day, we each serve our own customers,” says Imhoff. “But we’ve built a product that combines the best of both worlds.” From the Ground Up
The TGE van project officially began in 2014, with Imhoff as project lead. The result, after four years of intensive development, was a completely new platform with MAN-specific enhancements. “The chassis is built for real work,” he says. “It’s based on Volkswagen’s platform, but upgraded with MAN truck competence for performant commercial use (the engines are also dedicated to that mission with optimised cylinder heads, pistons, sealing and design). That’s the difference.” Since its launch in 2017, the TGE has grown from a Germany-only release to a pan-European success story, with over 100,000 units sold. MAN now holds more than 4% of Europe’s van market — and has no plans to stop there. Thinking Like a Truck Builder
Imhoff is emphatic that MAN’s heritage is not just a marketing slogan. “We have more than 150 years of experience in building trucks,” he explains. “When we entered the van segment, we brought with us that deep understanding of bodybuilders, aftersales, and fleet reliability.” This foundation gives MAN some clear advantages. For instance, the company offers the widest range of chassis cab options in the segment, ideal for specialist applications such as ambulances, refrigerated transport, or mobile workshops. Additionally, MAN’s “one invoice” system allows customers to order complete configured vehicles — including MAY 2025 13
INTERVIEW
bodywork — directly from the sales platform. “No second contract, no separate delivery, no hassle,” says Imhoff. “Just one point of contact from order to aftersales.” It’s a proposition that’s especially attractive in the Middle East, where many operators need vehicles delivered quickly and built to exacting local specifications. “We also have Vans To Go,” Imhoff adds. “Pre-built solutions that can be dispatched within days. If your vehicle is down and you’ve got a delivery contract to meet, we’ve got your back.” Middle East Ready
So why launch in the Middle East now? “It’s the right time,” Imhoff says simply. “We’ve had enquiries from multiple importers in the region, and we know the demand is here. The segment is evolving quickly — urban delivery, e-commerce, and fleet services are all expanding fast.” The TGE Next Level, making its Middle East debut, comes with a lineup tailored to these needs: multiple wheelbases and roof heights, a choice of manual or automatic gearboxes, and drivetrain options including frontwheel drive, rear-wheel drive, and an intelligent 4x4 system that automatically
THE TRUCK-AS-A-VAN Martin Imhoff, Head of Product Marketing and Product Management Van at MAN Truck & Bus says the MAN TGE utilises MAN’s vast experience in truck competence.
This is not just another product for me. This is my baby”
engages when terrain demands. “Especially in countries like the UAE, where you may drive off a perfect highway and into a sand pit within minutes, that smart 4x4 function makes a real difference,” says Imhoff. “Once you’ve driven it, I promise you’ll have a smile on your face.” Inside the Cockpit
The “Next Level” in the TGE is more than a facelift. It’s a reimagining of what
the modern driver needs, says Imhoff. The basic minibus vehicle, the MAN TGE Next Level, is better protected against digital manipulation thanks to a fundamental adaptation of the on-board network architecture, control units and sensors. The active safety of passengers is of particular importance in passenger transport. This has been significantly improved by new assistance systems in the minibuses. The following systems have been added: Blind Spot and Collision Warning (standard on minibuses), Turn Assist (new option), Cruise Assist Plus incl. Emergency Assist, ACC Stop & Go and Active Lane Keeping and Traffic Jam Assist (new option). The standard assistance systems Emergency Brake Assist and Traffic Sign Recognition also help to increase passenger safety. “We completely redesigned the interior — new dashboard, ergonomic steering wheel, gear shift on the column, and class-leading digital displays,” he says. The infotainment system offers seamless smartphone integration, navigation, and even in-vehicle voice control. From keyless start to smart USB-C ports and configurable 12.9-inch displays, it’s clear the TGE is designed to offer
ALL-WHEEL DRIVE The TGE Next Level, making its Middle East debut, comes with a lineup tailored to these needs: multiple wheelbases and roof heights, including a 4x4 model.
14 MAY 2025
truckandfleetme.com
INTERVIEW
more than utility—it aims to elevate the everyday working experience. And when it comes to safety, MAN’s truck heritage again shines through. “In Europe, we offer up to 27 assistance systems—and many of them are available here,” says Imhoff. Features like fatigue detection, blind spot warnings, drive-off alerts, and emergency braking are standard or available, even in the UAE release. Looking to the Future
The launch in Dubai represents a
Once you’ve driven it, I promise you’ll have a smile on your face”
significant moment—not just for the brand, but personally for Imhoff. “It’s very emotional for me,” he says. “To see a project that began more than a decade ago arrive in new markets—it’s a proud moment.” Looking ahead, MAN has even bigger plans. An all-electric TGE is on the horizon, developed for lastmile delivery and urban operations. “It’s coming soon,” Imhoff confirms. “With electric, you’ll drive out, deliver, return, and charge overnight.
EVERY DAY UTILITY From keyless start to smart USB-C ports and configurable 12.9-inch displays, it’s clear the TGE is designed to offer more than utility—it aims to elevate the everyday working experience.
It makes sense—and we’re ready.” But even with a high-tech future ahead, Imhoff remains grounded in MAN’s commercial roots. “Some customers just want something simple that works,” he says. “Others want the best of the best. Either way, our job is to be there with the right solution, backed by expert service and trusted relationships.” In other words: it’s a truck maker’s mindset—applied to a van. And that might just be the difference the Middle East market has been waiting for.
MAN AIMS TO SELL MORE THAN 30,000 VANS IN 2025 The van segment is increasingly becoming a mainstay of MAN Truck & Bus’s business. The aim is to sell over 30,000 vans for the first time in 2025, after setting another record in 2024 with around 27,700 units. 98% of vans are still sold in Europe. In future, international markets - including the United Arab WIDEST RANGE OF CHASSIS CAB OPTIONS MAN offers the widest range of chassis cab options in the segment, ideal for specialist applications such as ambulances, refrigerated transport, or mobile workshops.
Emirates - will also be targeted. The model portfolio is now also complete. After the staggered model year change, MAN minibuses are available again. ‘The van is an enormous growth story for MAN. From zero to 27,700 in the past eight years with a market share of 3.5% in Europe. And we have continuously expanded the portfolio. With the MAN TGE Next Level, we have carried out the most comprehensive update in our model history with a versatile range of state-of-the-art assistance systems. The vehicle forms the basis for our customised individual solutions with complete vehicles ex works and from MAN INDIVIDUAL as an in-house refinement workshop. Together with our comprehensive service network, we have a fantastic offer for our customers,’ says Daniel Holbein, Head of MAN Business Van.
truckandfleetme.com
MAY 2025 15
OUR MOST ADVANCED
ENGINE EVER
Our next generation 13-litre engine provides up to 30% more power, while simultaneously being lighter in weight. The improved power-to-weight ratio means increased fuel efficiency and even lowered fuel consumption compared to our already highly performed current range. These solutions are designed to last up to 50% longer than current models, with a streamlined service concept as well as Scania’s well-proven modular design.
ELECTRICITY AND WATER DO MIX At least when it comes to our hybrid and fully electric marine solutions. All our electric components are modular and easily tailored to your needs. Whether you choose a fully electric or hybrid solution, adding electric power to your vessel can be just the boost you need - and we will be there to guide you every step of the way.
Contact us +97 1 4 37 1 8585 marketing.ase@alshirawi.ae
INTERVIEW
PARTS
AT PACE
Sheerhan Jeaudeen talks to T&FME about how ZF is getting closer to the market and its customers
Z
F is globally renowned for automotive innovation, but its aftermarket division plays an equally critical role, particularly in dynamic and rapidly evolving markets such as the Middle East. Truck and Fleet Middle East recently sat down with Sheerhan Jeaudeen, Head of Middle East & East Africa at ZF, to discuss the company’s strategic initiatives, industry challenges, and its significant role in shaping the region’s automotive aftermarket landscape. ZF Aftermarket provides comprehensive after-sales services across multiple sectors, including automotive, rail, off-road, 18 MAY 2025
and marine. “We are a wholly owned subsidiary of the ZF company, dedicated to delivering robust local after-sales support specifically tailored for the diverse Middle Eastern market,” said Mr. Jeaudeen. Emphasising regional complexities, Mr. Jeaudeen noted ZF’s flexibility and localized approach. “One of our key strategies is to be closer to all markets,” he added. “Moreover, maintaining close proximity to customers is integral to ZF’s strategy. “We are actively expanding into critical markets such as Saudi Arabia, Egypt, and Morocco, reinforcing our responsiveness. Dubai remains our central hub due to its strategic
Each market is unique, demanding a customised strategy”
location, but our regional expansions are vital for quick and effective customer support.” He continued: “But each market is unique, demanding a customised strategy. In the bigger markets, as well as strategic markets, like Saudi Arabia, we need to be closer. But even in a market like Dubai (it’s regional hub) where we have historically been very close to customers, I think we can be even closer and faster too for our customers.” Getting the right approach to meet this ambition for speed into the market is now crucial to ZF’s growth in the regional aftermarket: “Whether it’s regulatory compliance, product availability, or service truckandfleetme.com
INTERVIEW
standards, we continually adapt our approach to effectively serve every country within our operational territory. Different countries in this region have different standards and regulations, and you cannot have a one-size-fits-all approach. Hence, we customise our approach accordingly.” ZF’s aftermarket success to date, has been underpinned by reliability, product accessibility, and competitive pricing. Mr. Jeaudeen emphasised, “Our products are not only high-quality but are readily accessible at competitive prices, ensuring customer satisfaction and operational efficiency.” Navigating Supply Chain and
Close proximity to customers is integral to ZF’s strategy”
and longer. At the same time we can further improve and enhance the current setup to make sure that we get better economy in terms of fuel efficiency, performance and safety as well. “These are the kinds of things that we can do and we can, as long as we work closely with our partners and customers, utilise data to support them and improve their whole operational efficiency.” ZF is determined to prove that greater operational efficiency complements the sustainability and innovation at the core of its technology strategy. Mr. Jeaudeen stated, “We are integrating artificial intelligence into diagnostic tools to streamline maintenance,
Inventory Challenges
Inventory availability is a cornerstone of ZF’s customer service. ZF maintains inventory availability rates between 85% and 90%, crucial amid unpredictable global logistics. “The pandemic and subsequent global supply chain disruptions significantly tested our strategies, yet we adapted successfully to maintain our commitment to customers,” Mr. Jeaudeen explained. He highlighted, “Dubai’s operation holds substantial inventory levels, enabling us to mitigate external supply disruptions and ensuring minimal interruptions for customers. Continuous monitoring and proactive adjustment of our inventory levels keep us resilient against global challenges.” Embracing Hybrid Market Trends
The Middle East automotive market uniquely blends traditional combustion engines with emerging electrification and autonomous technologies. Mr. Jeaudeen described it as a “hybrid market,” explaining, “Our strategy balances supporting legacy vehicles, still prevalent in many regions, while preparing stakeholders for new technologies. Our collaborations with Dubai’s Roads and Transport Authority (RTA) and OEMs exemplifies this, as we implement predictive maintenance technologies to significantly enhance fleet uptime and operational efficiency.” Mr. Jeaudeen further elaborated on this cooperation: “Predictive maintenance enables fleets like RTA to anticipate and resolve issues proactively, dramatically reducing vehicle downtime and improving reliability.” He continued: “We definitely can give access to our customers on what is happening with our products in terms of the wear and tear of the reliability and performance. We can also provide consultancies on what and how they can make these products perform better truckandfleetme.com
DETERMINED TO FIND EFFICIENCIES ZF is determined to prove that greater operational efficiency complements the sustainability and innovation at the core of its technology strategy.
significantly improving vehicle uptime and operational efficiency. AI-based diagnostics facilitate proactive maintenance, contributing directly to sustainability through better fuel efficiency and reduced emissions.” He added, “Sustainability is not merely an obligation; it is an essential part of our long-term strategy and a critical factor in maintaining competitiveness.” ZF has ambitious plans for expansion into key regional markets such as Saudi Arabia, Egypt, and Morocco. Mr. Jeaudeen identified Saudi Arabia as particularly promising, noting, “Saudi Arabia’s ambitious Vision 2030 projects, including electric vehicle production and extensive infrastructure developments, represent substantial opportunities. Our role will be significant in supporting local vehicle production initiatives with our comprehensive aftermarket solutions.” Mr. Jeaudeen emphasised further, “Egypt’s significant automotive market size and Morocco’s strategic infrastructure investments are equally attractive. We actively engage these markets due to their substantial growth potential and strategic relevance.” The growing presence of Chinese vehicle manufacturers in the Middle East represents both challenges and opportunities. Mr. Jeaudeen explained, “Chinese OEMs have entered aggressively, providing costeffective vehicles with attractive warranties and advanced technologies. Leveraging our extensive experience in China, we support these OEMs in the Middle East, positioning ourselves strategically by providing superior aftermarket services.” He elaborated, “Our existing relationships and deep understanding of Chinese OEM strategies uniquely position us to capitalise effectively on their growth and address customer needs comprehensively.” ZF’s investment in training and development is critical for stakeholder preparedness amid rapid technological advancements. Mr. Jeaudeen detailed, “We have a dedicated regional training centre in Dubai, which is essential for training internal teams, distributors, and end customers. Our comprehensive programs cover current and emerging technologies, ensuring our stakeholders are fully prepared for the evolving automotive landscape.” He added, “Regular training initiatives are crucial for maintaining expertise, particularly in areas such as electrification and autonomous driving, where technological complexity is rapidly increasing.” MAY 2025 19
INTERVIEW
Mr. Jeaudeen provided insights into the unique challenges and opportunities within the Middle Eastern market, remarking, “The volatility, rapid regulatory changes, and varying speeds of technology adoption across countries present significant operational challenges. However, these very challenges create avenues for growth and innovation, driving continuous evolution within our strategy.” He further explained, “Saudi Arabia, specifically, offers dynamic and transformative opportunities. We are strategically enhancing our presence there to capitalise fully on these prospects, aligning our capabilities with the ambitious development goals set by Vision 2030.”
EVOLVING AFTERMARKET Sheerhan Jeaudeen sees agility and innovation as, “fundamental to sustaining leadership in the Middle East’s rapidly evolving automotive market.”
Future Prospects and Strategic Outlook
Reflecting on over two decades at ZF, Mr. Jeaudeen emphasised the importance of continual innovation and adaptability. “The automotive aftermarket is constantly evolving, and our ability to anticipate and rapidly respond to changes is our core strength,” he noted. “While anticipation is crucial, our true strength lies in effectively responding when faced with unforeseen challenges.” ZF Aftermarket’s robust capabilities in managing market volatility, technological advancements, and industry disruptions underscore its critical role as a driver of
regional automotive innovation. Under Mr. Jeaudeen’s experienced leadership, ZF continues to set benchmarks in aftermarket excellence, proactively adapting to industry shifts and solidifying its position as a trusted and innovative partner for fleets and service providers across the Middle East. Looking ahead, Mr. Jeaudeen sees agility and innovation as fundamental to sustaining leadership in the Middle East’s rapidly evolving automotive market. The rapid pace of technological advancements and shifting regulatory landscapes demand constant
Predictive maintenance resolve issues proactively”
adaptation but ZF’s proactive strategies, relentless customer focus, and unwavering commitment to innovation is positioning ZF Aftermarket as an industry leader. “Everybody’s talking about how can we be future ready? How can we be sustainable, right? The MENA market comes with challenges but also it is with its opportunities. The challenge is how quickly can we change this mindset into action. And I think the speed really depends on country to country. There are hurdles, but I think that these are the hurdles that we can definitely overcome with the right partnership and approach. Absolutely.”
SPEED IS EVERYTHING Getting the right approach to get parts delivered quickly into the market is now crucial to ZF’s growth in the regional aftermarket.
20 MAY 2025
truckandfleetme.com
FEATURE
TARIFFS, TECH
AND TAIWAN
Tariffs are ‘no big deal’ as Taiwan’s automotive industry stands resilient, T&FME reports from the AMPA show in Taipei
T
aiwan’s automotive industry has long been recognised as an essential component of the global supply chain, especially notable for its advanced electronics and auto parts manufacturing. However, the sector currently faces significant challenges due to recent US trade policy shifts, notably the imposition of a 25% tariff on auto parts imported from Taiwan. Speaking at the Taipei AMPA 2025 automotive show, James C. F. Huang, Chairman of the Taiwan External Trade
22 MAY 2025
Development Council (TAITRA), Huang acknowledged that the US remains Taiwan’s most significant automotive export market, with approximately 50% of all Taiwanese auto parts shipped to the US last year. He described the tariff situation as “fluid,” stating, “The situation is a little bit fluid because we are not certain about our policies. I know for automobiles and auto parts it is a 25% tariff.” He emphasised that while these tariffs create immediate pressures, Taiwanese companies have proactively diversified their manufacturing
I’m quite confident in the resilience of our companies”
strategies and locations in response. “Our auto parts industries have already diversified their portfolios,” Huang explained, adding that several companies have established manufacturing operations directly within the United States or in Mexico, capitalising on the USMCA trade agreement. Highlighting this trend, Huang, who served as the Taiwanese minister for foreign affairs between 2006 and 2008, provided a specific example: “One of the companies, they manufacture LED headlights. They were invited by truckandfleetme.com
FEATURE
PREPARED FOR THE WORST James C F Huang stressed importance of other international markets in response to the barriers posed by US tariffs for Taiwanese, with many accelerating plans to set-up North American facilities.
the big three to go to Michigan and set up their manufacturing plant there two years ago. So it’s already happening.” He further noted the tariff situation would accelerate such relocations, stating, “Definitely it will, because of the tariff.” Despite these adjustments, Huang strongly emphasised a business-as-usual approach. When asked about his advice to Taiwanese exhibitors amid tariff concerns, Huang confidently stated: “Business as usual. No big deal.” He described Taiwanese businesses as resilient and adaptable, saying, “Our business people are very truckandfleetme.com
brave. So this is a country with practically no natural resources, with 23 million people here. If you look at what we have gone through in the past five decades, I’m quite confident in the resilience of our companies. I think they can weather the storm and they will survive, no problem.” Huang also addressed the broader importance of other international markets in response to the barriers posed by US tariffs. He underscored the increased significance of regions such as the EU, Southeast Asia, Japan, South America, and particularly the Middle East. Regarding
This is a fullstructured look at tomorrow”
the Middle East, Huang highlighted Egypt and Saudi Arabia as strategic gateways: “I visited Egypt twice in the past couple of years. Quite a few European OEMs set up their manufacturing in Egypt. We are looking at parts manufacturing; we are quite competitive.” Additionally, he referenced Foxconn’s joint venture with Saudi Arabia’s PIF sovereign fund, aimed at producing electric vehicles (EVs), stating, “Foxconn has a joint venture with Saudi’s sovereign fund in producing electric vehicles for the Middle East and with a greater MAY 2025 23
FEATURE
scope covering Egypt and Africa.” “The future will be built on collaboration if we are going to take mobility forwards.” On the prospects of Taiwan becoming an automotive manufacturing hub beyond just parts, Huang candidly acknowledged a missed opportunity with traditional internal combustion engine vehicles, stating, “We missed the opportunity to become an automaking country in terms of ICE, right? Internal combustion engines. We are not good at that. We are good at auto parts and electronics.” However, he expressed optimism regarding Taiwan’s future in EV manufacturing, led primarily by Foxconn. “In terms of EV, I think we have a chance,” he said, highlighting Foxconn’s aggressive expansion into international markets through strategic partnerships, including potential alliances with global automotive brands like Nissan. Huang explained, “Foxconn is very aggressive in looking for partnerships so that they can expand their EV production globally, not just for Taiwan.” The tone of optimism and adaptability was echoed by Cynthia Kiang, Deputy Minister at Taiwan’s Ministry of Economic Affairs, who highlighted the country’s industrial scale and flexibility. “Taiwan really has a competitive edge because we have a very good ICT and semiconductor industry here,” she said, explaining how AI adoption in cars has given Taiwan a crucial role in the smart mobility value chain. “We have very flexible manufacturing capability and also a comprehensive supply chain here, making Taiwan a very important partner for the global smart mobility supply chain.” Kiang detailed the sector’s impressive economic footprint. “Last year, the total value of auto and motorcycle parts in our country reached $346.1 billion NT dollars, of which nearly $300 billion NT dollars were exports,” she said. Combined with domestic vehicle production and electronics, the sector is worth over NT$1 trillion annually. To further support the industry, Taiwan’s legislature recently passed amendments to the Statute for Industrial Innovation, introducing tax incentives for AI integration, carbon reduction, and R&D investment. Kiang added, “We are reducing financial pressure on industry members 24 MAY 2025
to invest in innovative applications.” Taiwan’s Executive Yuan administration has rolled out a NT$41 billion support package to counter global disruptions. Measures include increased export loan guarantees, targeted subsidies, and support for SME internationalisation. Kiang pointed to the Taiwan Select Networking Conference, where over 450 global buyers were hosted, with follow-up factory tours showcasing Taiwan’s strengths in machinery, hand tools, and auto parts. James Huang’s keynote also framed mobility within a broader, visionary narrative. “Mobility didn’t begin with engines or electricity. It began when early humans stood up and walked,” he said, as he painted a picture of a world where cities respond to vehicles, AI personalises travel, and transport becomes a sustainable part of the energy grid. “Mobility is not just about where we go,” Huang stated. “It’s about how we live and how we move forward together.” He introduced the new 360 Mobility Mega Show, which unites Taipei AMPA and 235 Immobility, calling it “a platform for the entire ecosystem, from EVs and smart cars to autonomous driving and future ideas.” Echoing this emphasis on international collaboration, Erich Kuss, Deputy Director of the American Institute in Taiwan, described Taiwan as a “global leader in advancing the automotive industry.” He underlined the role of Taiwanese firms in driving innovation in AI, components, and electrification. “Together, we can leverage AI and autonomy to create smarter, more efficient vehicles,” Kuss said. Highlighting US investments such as TSMC in Arizona and HOTA in New Mexico, Kuss said the US was committed to revitalising its automotive industry and welcomed Taiwanese partnerships. “We see tremendous opportunity for Taiwanese companies to partner with us in this growth,” he said, encouraging further participation at the SelectUSA Investment Summit. Looking beyond the US, Huang and Kiang emphasised Taiwan’s growing engagement in regions like the EU, Southeast Asia, and the Middle East. Huang pointed to Egypt and Saudi Arabia as new industrial hubs, citing Foxconn’s joint venture with Saudi Arabia’s PIF to produce EV technology for the region. “Foxconn is very aggressive in looking
In terms of EV, I think we have a chance”
for partnerships,” he said, noting interest from global OEMs like Nissan. He said the country had “missed the boat” when it came to ICE vehicles but Foxconn will help and has helped Taiwan find an important place in the development of the EV market, including the investing of $9bn to build a chip manufacturing facility in Saudi Arabia. Could other Taiwanese companies emerge at a similar scale? “No, it is the only one,” he told me. While Huang admitted that Taiwan missed the opportunity to become an automaking country with internal truckandfleetme.com
FEATURE
GOVERNMENT SUPPORT To further support the industry, Taiwan’s legislature recently passed amendments to the Statute for Industrial Innovation, introducing tax incentives for AI integration, carbon reduction, and R&D investment.
combustion engines, he was bullish on its EV potential. “In terms of EV, I think we have a chance,” he said. “We are not just building vehicles. We are helping change the future.” Despite geopolitical tensions and market uncertainty, the message from Taiwan’s leadership is clear: through diversification, innovation, and collaboration, the island is shaping a smarter, more sustainable mobility future. “Let us move forward together,” Huang added. “From bare feet to wheels and wings, every step has taken us further, faster, and truckandfleetme.com
with more imagination. Because mobility is more than just a tool. It’s progress, it’s connection, and it’s how we grow. And now, a new chapter begins. Self-driving taxis are here. Flying cars are taking off. “The dream of advanced air mobility is becoming real. And as automotive science advances, we are not just crossing countries. We are reaching beyond Earth. This is science fiction. This is the world we are building. Connected, intelligent, and fast. The future won’t live only on roads and rails. Every journey is shaped by smart design, clean energy, and better thinking.
The dream of advanced air mobility is becoming real”
AI is now driving mobility forward from simple roads to smarter roads. It’s making every system more responsive, more personal, and more human. “And as the world focuses on climate and clean energy, mobility is stepping up. Electric, efficient, sustainable by design. Energy infrastructure is evolving too. Vehicles are becoming part of the grid, charging, storing, and shaping power whenever it’s needed. But progress also needs trust. And vehicles connect and collect data. We must protect it clearly, carefully, and always with people in mind.” AMPA arrives this year alongside with two other events, E-Mobility Taiwan and Autotronics Taipei. Collectively they have been called the 360o Mobility Show. The connected shows, are intended to better show off the advances the Taiwanese auto-industry is making. “Mobility is not just about where we go, it’s about how we live and how we move forward together,” said Huang. “That’s why we created the 360 degree mobility mega-show. By uniting Taipei AMPA, E-Mobility Taiwan and Autotronics, we built a platform for the entire ecosystem, from EVs and smart cars to autonomous driving and future ideas. This is a fullstructured look at tomorrow. This show grows as the industry grows. It reflects not just how we move, but why we must move better. Around the world, the future of mobility is built on collaboration.” Taiwan is playing its part and a leader in semiconductors, smart manufacturing, and system integration. The country is not just building vehicles, it is helping change the future, said Huang. “We are ready to move with the world, not just faster, but wider. So to all our competitors, your innovations are the heartbeat of this show. To all our visitors, your curiosity and engagement fuel the momentum of progress. And to all of you, our partners, supporters, and industry leaders, thank you for being part of this remarkable journey. Today, we don’t just open an exhibition, we open a conversation, a shared journey toward a smarter, more sustainable world. Let us imagine important. Let us move wisely. And above all, let us a shared journey toward a smarter, more sustainable world. Let us imagine important. Let us move wisely. And above all, let us move forward together.” MAY 2025 25
EXPERTS
KIA’S BOLD
NEW FRONTIER
Why the KIA Tasman pickup is ‘built for the Middle East’s roads and drivers’
A
t a packed afternoon event in Dubai’s Alserkal Avenue, Kia Middle East & Africa took a bold step into uncharted territory with the launch of the Tasman—the company’s first-ever pickup truck. Surrounded by media, customers, and 4x4 enthusiasts, the brand wasn’t just unveiling a vehicle—it laid out a compelling argument for why now is the perfect time for Kia to enter the lifestyle pickup segment. “We’re not just entering the pickup market,” declared Ahmed Soudodi, Head of Sales for Kia Middle East, “we’re redefining it.” And on first impressions, it’s hard to argue with that. 26 MAY 2025
For Kia, the Tasman is far more than a new model. It’s the result of decades of preparation and insight. “Why a pickup and why now?” Soudodi asked the audience rhetorically. “The answer is simple — our customers. Kia has evolved into a global force. But we knew there was one segment we hadn’t yet explored — one defined by durability, versatility, and capability.” The Tasman, then, is Kia’s answer to a market hungry for more than just rugged strength. It’s been tested over 18,000 cycles worldwide, with special focus on the region’s extreme climates. “We challenged ourselves to build a sport utility pickup that delivers uncompromising strength and best-in-class comfort,” said Soudodi. “This truck is built for every challenge.”
This is a vehicle built on a foundation of resilience and innovation”
From water-wading depth of 800mm to desert-specific off-road drive modes, the Tasman has been engineered with Middle East conditions front and centre. Engineering Meets Adventure
Taking to the stage alongside Soudodi was Gautam Arun, Head of Product for Kia Middle East & Africa, who went deep into the Tasman’s technical and design DNA. “The Tasman is more than a pickup. It’s a companion for life’s journeys,” he said. “Whether you’re towing a yacht, off-roading with friends, or simply looking for a reliable workhorse, this is a truck that delivers.” Beneath the hood, buyers can choose between a 2.5-litre turbocharged petrol engine truckandfleetme.com
EXPERTS
producing 281PS and 441Nm of torque, or a 2.2-litre turbo diesel engine available with either a six-speed manual or an eight-speed automatic transmission. The Tasman rides on a brand-new body-on-frame platform with double wishbone suspension at the front and a four-leaf spring setup at the rear— designed for comfort and stability whether you’re hauling cargo or crawling over rocks. “The diesel option will resonate strongly in this region,” Arun noted. “It’s powerful, refined, and matched to real-world conditions.” Step inside the Tasman and the rugged exterior gives way to an interior that wouldn’t feel out of place in a premium SUV. “We blended rugged aesthetics with refined sophistication,” said Arun. “That’s not just visual — it’s about the materials, the feel, the layout.” There’s a massive 30 inches of screen real estate across the dashboard, segmentfirst sliding and reclining rear seats, and thoughtful features like a folding centre console table and 33 litres of hidden under-seat storage. Even rear legroom impresses, offering 915mm — comfortably ahead of its many rivals in the market. Kia’s new connected car system also makes its regional debut with the Tasman, bringing over 50 smart functions like remote start, vehicle health reports, over-the-air updates, and even remote parking via Kia’s Smart Park Assist. “We wanted to make sure the Tasman is as intuitive and connected as any SUV or crossover in our lineup,” said Arun.
exterior colours and four interior palettes. “This isn’t just a pickup, it’s your pickup,” said Arun.
The angled sheet metal, upright windshield, and vertical rear glass give it a powerful and planted feel”
speed off-road cruise control. A single-cab variant is also in the works, with production scheduled to begin towards the end of 2025.
Segment-Defying Value
In a segment where pricing is key, Kia has positioned the Tasman competitively, offering five core grades. UAE pricing starts at AED 118,290 for the Base LX 2WD variant and rises to AED 178,090 for the fully loaded X-Pro+. Options span from basic workready setups to luxurious off-roaders with advanced safety and entertainment tech. “We want to disrupt this market,” said Arun. “And that starts with value.” Variants include the EX (available in both mid and top trim), the off-road-styled X-Line, and the trail-conquering X-Pro, which comes with 28mm of additional ground clearance, all-terrain tyres, and Kia’s new ‘X-Trek’ low-
A Pickup “Made for Now”
More than anything, the Tasman reflects Kia’s understanding that there is room in today’s pickup market for more than brute strength and value. “Our customers want a truck that can climb dunes in the morning, carry a payload in the afternoon, and still be refined enough to take the family out in the evening,” said Soudodi. Kia believes the Tasman hits that brief — and then some. “This is a vehicle built on a foundation of resilience and innovation,” he said. “With Tasman, we’re not just breaking into the segment—we’re breaking the mould.”
Designed to Turn Heads—and Take Hits
Visually, the Tasman carries Kia’s new ‘Opposites United’ design philosophy into the pickup segment. A wide grille, vertical headlamps with thin-lens tech, and a purposeful stance give the vehicle serious road presence. “The angled sheet metal, upright windshield, and vertical rear glass give it a powerful and planted feel,” said Arun. “It’s immediately recognisable as something fresh in the segment.” Meanwhile, practicality hasn’t been compromised. The rear bed includes features like integrated cargo hooks, a 220V inverter, LED lighting, rail systems, and bumper steps. A unique fender design cleverly hides the fuel cap on one side and additional storage on the other. Kia is also banking on personalisation as a major selling point. Customers will be able to choose from 12 OEM factory-fitted customisation packs—including butterfly doors, double-decker cargo systems, sports bars, and tonneau covers—as well as nine truckandfleetme.com
ROBUST DURABILITY Engineered to set new standards, as well as value, the Tasman combines robust durability with state-of-the-art technology and SUV-level comfort, says the company.
MAY 2025 27
EXPERTS
WELLNESS
ON WHEELS
We are on the brink of a transportation revolution where every ride contributes to a longer, healthier life, writes Dmitry Kaminskiy, General Partner, Deep Knowledge Group
V
ehicles are on track to become personalised wellness sanctuaries, enhancing both mental and physical health during daily commutes and longer journeys. The evolution of mobility, traditionally associated with safety, speed and efficiency, is entering a transformative phase where health and well-being take center stage. The convergence of AI, machine learning, bioengineering, and automotive design promises to deliver a level of personalization never before seen in the automotive industry. A focus on longevity will not only transform the role of the vehicle but also give rise to an entirely new sector of the 28 MAY 2025
transportation industry—one in which every ride contributes to a longer, healthier life. The first step in this revolution is the creation of vehicles that are, quite literally, designed with longevity in mind. Vehicles tailored to optimize the passenger’s health by integrating advanced technologies that promote physical and mental well-being. Instead of the standard, austere interiors found in most cars today, future vehicles will be equipped with customizable environments that adapt to each passenger’s specific needs, preferences, and health metrics in real time. Imagine a vehicle cabin equipped with state-of-the-art air filtration systems that not only improve air quality but also release specific molecules to enhance cognitive
Passengers will have access to a broad range of healthenhancing activities”
function and boost mood. Adjustable lighting will synchronize with circadian rhythms to improve sleep cycles and combat the negative effects of jet lag. Seats will incorporate smart materials and ergonomic designs to reduce strain, encourage proper posture, and even adjust based on the passenger’s stress levels or physical condition. As vehicles move toward becoming wellness hubs, they will be equipped with advanced smart systems capable of managing every aspect of a passenger’s health. These systems will continuously monitor vital signs such as heart rate, blood pressure, and stress levels. They will be capable of making real-time assesments, either automatically or at the passenger’s request, to optimise truckandfleetme.com
EXPERTS
comfort and reduce potential health risks. For example, if a passenger’s heart rate spikes due to traffic-induced anxiety, the vehicle’s system may initiate soothing music, adjust the seat to a more relaxed position, and subtly alter the cabin’s temperature to create a calm environment. A network of sensors embedded throughout the vehicle will analyze the passenger’s stress responses and offer tailored interventions, promoting mental clarity and emotional resilience. Similarly, for passengers with chronic conditions or specific medical needs, the car could offer on-demand health interventions, such as administering a mild, non-invasive treatment for stress relief, providing real-time biofeedback, or even scheduling remote consultations with a healthcare professional. With the advent of longevity vehicles, commute time is no longer just time spent in transit—it’s an opportunity to engage in wellness procedures on the go. Beyond the current, limited offerings like massage chairs, passengers will have access to a broad range of health-enhancing activities. Whether it’s a guided relaxation session, neurostimulation therapy, or even cognitive exercises designed to boost mental clarity, passengers can integrate wellness seamlessly into their daily routines. Self-driving cars are particularly powerful when we consider their role in both NeuroTech applications and mental wellness. Many people drive for long hours, and longer commutes are a known source of stress and burnout for most individuals. As self-driving technology continues to evolve, people will be freed from the mental burden of navigation, traffic management, and decision-making behind the wheel. This will allow for more meaningful engagements with mental wellness practices, such as guided meditation, virtual therapy sessions, or even engaging in light physical exercises designed to promote relaxation. The integration of AI in autonomous vehicles means the car itself can also act as a mental health assistant, offering tailored guidance based on the passenger’s mood, energy levels, and psychological needs. Over time, the vehicle’s systems will learn to identify patterns and preferences, ensuring that each ride optimizes a passenger’s well-being, not only physically but also emotionally. Vehicles as health monitoring hubs
One of the most profound shifts in the future of mobility will be the incorporation of real-time diagnostic tools. Beyond clinics, wellness centers or home treatments, vehicles truckandfleetme.com
PROFOUND SHIFT One of the most profound shifts in the future of mobility will be the incorporation of real-time diagnostic tools, but Mercedes-Benz’ ENERGIZING COMFORT can already help affected passengers to alleviate symptoms. A bio-feedback function is planned for the ENERGIZING COACH in the medium term and can integrate with vital data shown in the central display.
will serve as portable health hubs, capable of monitoring a variety of health metrics in real time and alerting passengers to potential health concerns. Integrated sensors will continuously track vital signs, providing invaluable data to both passengers and healthcare providers. Imagine a scenario where a vehicle detects early signs of a medical condition, such as an irregular heartbeat or increased blood sugar levels. Rather than relying on the passenger to notice symptoms, the vehicle could immediately notify them and even arrange for a remote consultation with a physician. In some cases, the vehicle might even prompt a visit to the nearest healthcare facility or initiate a tailored course of action to address the issue before it escalates.
Investors, governments, and insurers to lead the way
The integration of AI means the car itself can also act as a mental health assistant”
Investors will be at the forefront of funding the research and development necessary to bring these vehicles to market. Governments will also play a key role by providing incentives to encourage the adoption of wellness-focused vehicles. Tax breaks, subsidies, and regulatory frameworks will be necessary to foster innovation and drive widespread adoption of these technologies. In parallel, insurance companies will begin to see the long-term benefits of wellness-integrated vehicles. Through rewarding consumers for adopting healthier transportation options, insurers will encourage drivers to invest in vehicles designed to improve well-being. Premium discounts could be offered to individuals who regularly use wellness features in their vehicles or who engage with health monitoring systems, ultimately creating a virtuous cycle that benefits both passengers and society as a whole. As the longevity movement continues to gain momentum, it will not only be car manufacturers driving this transformation but also a network of specialized car tuning studios focusing on upgrading vehicles to the longevity standard, much like the growing number of design firms transforming apartments into personalized wellness spaces. This shift will redefine our relationship with transportation and living environments, ensuring that every journey and every space is an investment in our wellbeing. MAY 2025 29
WORKSHOP
AL-FUTTAIM AUTOMOTIVE REVEALS NEW AFTERSALES HEAD / XCHARGE AT EVIS NISSAN TRIALS AV IN JAPAN /AL MASAOOD AND ADNOC SEAL DEAL
WORKSHOP
Al-Futtaim appoints global aftersales boss
AFM AUTOMOTIVE TASKS NEW MANAGING DIRECTOR OF GLOBAL AFTERSALES TO FOCUS ON OPERATIONAL EXCELLENCE AFTERSALES
Former Renault executive Jean-Pascal Bourdier brings extensive global experience thanks to leadership roles in some of the world’s top automotive manufacturers, says the firm. With over two decades of industry expertise, Bourdier’s career journey to date spans key roles in the global automotive sector, including EV infrastructure at an electric vehicle charging solution company, driving operational excellence at a motor vehicle manufacturer, and leading the worldwide aftersales strategy for Renault Group, enhancing
customer engagement and operational efficiencies across global markets. Bourdier’s appointment is seen as strategic move as Al-Futtaim Automotive enhances its aftersales services to provide a seamless, customer-first experience through Al-Futtaim Auto Center (ALAC). ALAC deploys advanced technology, top-quality products, expertly trained technicians, and modern facilities to provide aftersales support for all vehicle types, including EVs. “With a wide range of services for all makes and models across the UAE, ALAC delivers outstanding
value through unique features such as seven-day operational facilities, mobile service vans, express services, and transparent fixed pricing for general repairs,” says the firm. Reporting directly to Antoine Barthes, Vice President of Al-Futtaim Automotive, Bourdier will lead a dedicated team focused on driving innovative strategies to address diverse customer needs, offering both premium and value for money automotive solutions across the UAE. In his new role, Bourdier is expected to continue the drive of the adoption of advanced technologies, advanced electronic vehicle checks, enhancing the efficiency and precision of aftersales services. Bourdier wants to also foster sustainable practices such as reducing carbon emissions through eco-friendly logistics, remanufacturing spare parts, and minimizing warehouse carbon footprint. “I’m incredibly proud and excited to join and lead one of the regional’s largest automotive aftersales operations. My belief aligns perfectly with the company’s commitment to deliver unparalleled service and solutions, with the customer at the heart of it all,” says Bourdier.
XCHARGE SHOWCASES REVOLUTIONARY BATTERYINTEGRATED CHARGING CHARGING
XCharge used the EVIS event in Abu Dhabi to showcase its Net Zero Series (NZS) in partnership with Powertech Mobility, which delivers up to 210kW output power – regardless of site power constraints. The NZS represents a first-of-itskind battery-integrated DC fast charger. Equipped with a 233kWh lithium-ion battery pack (expandable to 466kWh), the NZS delivers up to 210kW output power – regardless of site power constraints – ensuring seamless, high-speed EV charging across a variety of locations. Describing the charging system as revolutionary, NZS has a series of cuttingedge features, including a Smart Energy Management System and advanced energy optimization capabilities.
INSIDE THIS MONTH’S WORKSHOP: AUTO MAINTENANCE AND REPAIR 2025 REPORT, A SPECIAL LOOK AT BYD’S LATEST SILICON-BASED TECH, AND MORE!
30 MAY 2025
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WORKSHOP
NISSAN SERENA TAKES CONTROL OF THE WHEEL AUTONOMOUS VEHICLES Nissan Motor Co., Ltd. has successfully demonstrated its advanced autonomous-drive (AD) technology on public roads in Yokohama’s Minato Mirai district, marking the first-ever test in Japan of a driverless vehicle navigating
AL MASAOOD AND ADNOC DISTRIBUTION LUBRICANTS DEAL SEALED
complex urban conditions. The autonomous test vehicle, based on the Serena—Japan’s best-selling minivan—utilised an array of 14 cameras, nine radars, and six LiDAR sensors.
and vehicle control, ensuring
plans to introduce new mobility
The Serena’s height advantage
smoother operations even in
services that offer greater freedom
LUBRICANTS
allows the roof-mounted sensors to
complex urban driving scenarios.
and accessibility to transportation.
Al Masaood Group has inked a strategic agreement with ADNOC Distribution to supply its service centres with locally produced ADNOC Voyager lubricants, in a move intended to bolster national industrial capacity and strengthen the UAE’s automotive value chain. The collaboration will support Al Masaood’s operations across its key verticals – particularly its automotive and industrial divisions – further embedding locally manufactured products into the company’s aftersales and maintenance ecosystem. Produced in the UAE and currently distributed in 46 countries, ADNOC Voyager is the nation’s best-selling lubricant brand. Its wide product range is set to serve the increasingly diverse needs of Al Masaood’s commercial vehicle, fleet, and passenger car servicing requirements. The agreement also aligns with both entities’ commitments to the Make it in the Emirates initiative and reinforces their In-Country Value (ICV) strategies. Hani El Tannir, CEO of Al Masaood Group Industrial, said the agreement reflects a long-term vision: “We are proud to reaffirm our commitment to the national economy through this significant agreement with ADNOC Distribution. This partnership helps us to reinforce our strategic objectives across all our divisions and companies. This collaboration not only emphasises our shared values of operational excellence but also strengthens our long-standing relationship.”
significantly expand detection range,
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This test represents a key milestone
To guarantee safety during this
enhancing the vehicle’s ability to
in Nissan’s efforts to address
demonstration, Nissan engineers
accurately perceive its surroundings
pressing mobility challenges faced
meticulously evaluated numerous
compared to previous versions.
by local communities, such as driver
potential scenarios along the route.
AI has also played a critical
shortages exacerbated by Japan’s
Additional safety measures included
role, greatly improving recognition,
ageing population. Through its
emergency immediate-stop functions
behavioural prediction, judgement,
autonomous technology, Nissan
and redundant safety mechanisms.
ZEEKR CUSTOMERS GET CHARGING BOOST CHARGING
Emarat EV Charging Stations Company (UAEV), a joint venture between the UAE Ministry of Energy and Infrastructure (MoEI) and Etihad Water and Electricity (Etihad WE), has signed a strategic agreement with AW Rostamani Group (AWR Group) to enhance the charging experience for its electric vehicle customers across the UAE. Through the agreement, signed on the sidelines of EVIS 2025
(Electric Vehicle Innovation Summit), AWR Group will offer charging credits to customers who buy either Zeekr and smart, the compact SUV, electric vehicles leveraging on the UAEV’s network across the UAE. These credits can be easily activated through the UAEV app and used at any UAEV station across the country, providing drivers with convenient, hassle -free access to one of the UAE’s fastest-growing charging networks. Through its flagship automotive
business, AWR Group is the exclusive distributor of Zeekr and smart vehicles in the UAE, managing both sales and after-sales services for the two next-generation electric vehicle brands. Through this agreement, Commenting on the agreement, Hicham Ezzahid, CEO of UAEV, said: “This partnership marks a significant milestone in our mission to make electric vehicle adoption easier, more rewarding, and truly accessible for everyone in the UAE. These types of collaborations not only enhance the ownership experience but also accelerate the nation’s transition to clean mobility.” “This is more than a business collaboration—it’s a strategic alliance that puts customer education, accessibility, and sustainability at the forefront,” said Sanaa Ouahmane, CEO of the Mobility Services division at AW Rostamani Group. The charging credit programme will be launched in the coming months with Zeekr and smart drivers will be encouraged to download the UAEV app to redeem their credits. MAY 2025 31
FEATURE
LONG TERM
SERVICE
AMR 2025 review: China’s repair and maintenance event is a regional show with a global outlook
A
utomechanika’s Auto Maintenance and Repair (AMR) show has been a moveable feast for movers and shakers within China’s vast aftermarket in recent years. Run by Messe Frankfurt and co-organised with China’s leading automotive associations, the show returned from its previous edition’s home in Tianjin back to Beijing, bringing it closer to international visitors. A good pair of shoes, a handy translation app, and you’re ready to experience one of AsiaPacific’s largest automotive trade fairs. The 73rd edition of AMR opened its doors at the newly inaugurated Capital International Exhibition & Convention Center (CIECC), sprawling over 80,000 sqm across four extensive halls. The event, part of the Automechanika family of events, welcomed an impressive roster of 1,186 exhibitors from more than a dozen 32 MAY 2025
countries, including a fringe contingent from France, Germany, Italy, Malaysia, Switzerland, and the United States, alongside a robust presence of Chinese industry leaders. At the official opening ceremony, Michael Johannes, Vice President of Messe Frankfurt’s Mobility and Logistics sector, emphasised AMR’s importance: “I would like to thank all the government and industry leaders, support organizations, exhibitors, and distinguished guests and media friends for their warm welcome and sincere thanks. Thank you for your participation in the exhibition. In the past 40 years, AMR has been an important service platform for the Chinese automobile industry.” Johannes continued, highlighting sustainability as a key theme resonating throughout the portfolio of Automechnika exhibitions which AMR is now firmly a part: “This platform plays a vital role in promoting connectivity of automotive, transport and
This year we are delighted to host over 1,100 participants in the festival, across 80,000sqm”
logistics industries with extensive first-hand insights into the electric market growth. and the industry has played a key role in this. It also provides the industry with the latest market demand and supply information. “From this perspective, I trust that our global expertise, combined with the development of trusted local partners, allows those at the end of the rest of the path a meaningful and very efficient experience. This year we are delighted to host over 1,100 participants in the festival, across 80,000sqm. I’m also pleased to welcome visitors across from China, Southeast Asia, Europe, Southeast Asia, Europe, Central Asia, Africa, and South America to name a few. “A common thread across all our platforms is the need for sustainability. In the context of the China market, the country has seen a significant shift in the past (few years), with connected mobility and new truckandfleetme.com
FEATURE
technology development leading to way. As an important international platform, AMR provides a precious market exchange opportunity for all industry partners.” The halls of AMR 2025 are a display of the interconnectedness of today’s aftermarket industry, with every conceivable product for modern vehicle servicing on display—from engine tuning kits and UV finishing booths to intelligent diagnostic systems and automated manufacturing technologies. High-profile product debuts include Panther’s advanced four-wheel aligner, Rotake’s intelligent impact wrench, and SATA’s environmentally friendly spraying technologies. The expo notably spotlights the booming sectors of new energy vehicles (EV) and intelligent connected systems. Exhibitors like Anche showcased diagnostics and maintenance solutions tailored specifically for EVs, Shanghai Sogreat presented cutting-edge thermal management systems, and Balance introduced its latest battery maintenance and lifting technologies. Development of electric vehicles with China is helping the logistics and shorthaul sectors move towards greener and safer operations. A key attraction, the Road Transportation Equipment zone, featured innovations aimed at commercial vehicles and the logistics industry. Chinese brands, many already familiar to Middle East haulers,
In the past 40 years, AMR has been an important service platform for the Chinese automobile industry”
such as Beiqi Foton, Dongfeng Liuzhou, Qingling, JAC, and Sinotruk exhibited LCV EV trucks among cargo safety equipment, and advanced driver training simulators. Talent Development and Industry Education
AMR 2025 also spotlighted talent development and skills enhancement, crucial as the industry experiences rapid technological shifts. The National Vocational Skills Competition drew skilled technicians and vocational students competing in areas like EV maintenance and vehicle paint finishing. Additionally, the Industry and Education Integration zone facilitated direct links between vocational institutions and repair companies, addressing the industry’s critical skills shortage. Global Connections and Industry Insights
Running concurrently were 39 fringe events and seminars addressing critical topics, such as global market expansion, intelligent vehicle diagnostics, and the Belt and Road aftermarket opportunities. The Automotive Aftermarket Conference offered deep dives into international market trends, cross-border operations, and the evolving dynamics between traditional and new energy vehicle servicing. AMR is not just about the technologies on display—it’s about connecting global
markets, fostering collaboration, and equipping the aftermarket with the skills needed for a sustainable future. Further reinforcing the global dimension, the Belt and Road Crossborder Cooperation Seminar facilitated dialogue among industry representatives from Africa, Central Asia, and Southeast Asia, aiming to open new opportunities for international collaboration and trade. Celebrating Excellence and Innovation
The Automotive Aftermarket Top 20 Awards Ceremony provided recognition for nearly 100 companies driving innovation across the sector. Products ranged from AI-driven testing equipment by Nexion to automated manufacturing innovations by Yuhuan Jinli and advanced suspension systems from ADD Industry. AMR Beijing 2025 firmly reinforced its reputation as an essential hub for the Chinese automotive industry— but international visitors also got a glimpse of the connected technologies, industries, and brands that are leading China’s charge towards a smarter, cleaner automotive future. As Johannes succinctly summarised at the opening, “AMR’s success lies in its unique ability to combine global expertise with local market intelligence. Together, we’re driving the aftermarket industry forward.”
A BODY OF WORK Every conceivable product for modern vehicle servicing on display at AMR 2025 — from engine tuning kits and UV finishing booths to intelligent diagnostic systems and automated manufacturing technologies.
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MAY 2025 33
FEATURE
A SILICON
OASIS?
BYD’s silicon-based batteries could be the breakthrough the industry has been waiting for
B
YD set a new benchmark in electric vehicle (EV) technology when it unveiled its revolutionary Super e-Platform, introducing record-breaking Megawatt Flash Charging technology that delivers charging speeds comparable to refueling internal combustion engine (ICE) vehicles. Announced on March 17, 2025, the platform introduces numerous first-tomarket advancements that position BYD significantly ahead of global competitors. The technology promises to revolutionise the EV landscape, says analyst S&P Global. The Super e-Platform’s standout feature is its unprecedented charging capability.
34 MAY 2025
With a charging power of 1 megawatt (1000 kW), the new platform offers a peak charging speed of 2 kilometers per second, allowing vehicles such as the BYD Han L and Tang L to achieve up to 400 kilometers of range with just a five-minute charge. This rapid charging addresses the critical issue of “charging anxiety,” a barrier often cited as limiting EV adoption. BYD Chairman and President Wang Chuanfu emphasized during the launch event that “the ultimate solution is to make charging as quick as refueling a gasoline car.” The technological breakthroughs enabling this ultra-fast charging include the platform’s full-domain 1000V high-voltage architecture—the world’s first for massproduced passenger vehicles. Additionally,
The ultimate solution is to make charging as quick as refueling a gasoline car”
BYD has launched its “Flash Charging Battery,” which integrates ultra-fast ion channels from positive to negative electrodes, effectively reducing battery internal resistance by 50%. The battery supports an unmatched charging current of 1000A and a charging rate of 10C — both world records. Further innovation includes the industry’s first mass-produced 30,000 RPM electric motor, significantly enhancing vehicle performance by improving speed, reducing motor weight, and increasing power density. Complementing this is BYD’s next-generation automotive-grade silicon carbide (SiC) power chips, rated up to 1500V, ensuring stable, efficient operations in ultra-high-power charging scenarios. truckandfleetme.com
FEATURE
To support this advanced technology, BYD has also developed the world’s first all-liquid-cooled Megawatt Flash Charging terminal system, capable of outputs up to 1360kW. BYD plans to deploy over 4,000 Megawatt Flash Charging stations across mainland China, featuring innovative “dual-gun charging” that converts existing stations into flash-charging-capable units. BYD’s proprietary “intelligent voltage boost” technology ensures full compatibility with existing public charging infrastructure. According to analysis by S&P Global, BYD’s new platform is a gamechanger. Mainland China, already the largest EV market globally and home to leading EV manufacturer BYD, will significantly benefit from the technology. With pricing for the new Han L and Tang L models ranging from approximately $37,330 to $49,000, BYD’s offerings are competitively positioned, potentially reshaping market dynamics internationally. With a robust strategy of vertical integration, including in-house development of critical components such as SiC semiconductors, BYD is poised to lead the EV industry into its next technological era. This advancement marks a significant milestone in EV evolution, positioning BYD not only as a dominant player in China but also as a formidable competitor on the global stage. There are many firsts in BYD’s Super e-Platform. It will be the first mass-market EV platform in the world to feature a 1,000-V all-domain high-voltage system architecture. This architecture improves energy efficiency by minimizing energy loss and enabling more effective power distribution across the vehicle’s systems. Currently, most EVs operate on 400-V systems, with only a few models utilizing the 800-V architecture, primarily in the high-end segment. The architecture allows peak charging at 1,000 kW, which will add 400 km (249 miles) in just 5 minutes. This is made possible through the integration of several advanced technologies such as a fast-charging battery system and advanced power electronics. To manage the exceptionally high charging speeds, BYD has introduced an innovative dual-inlet DC charging port design. This setup suggests that each port will deliver 500 amps, combining to achieve the full 1,000-kW charging capacity. The key part of the Super e-Platform is BYD’s redesigned Blade batteries with a 10C charging multiplier, the highest in the industry. truckandfleetme.com
This means the battery can be charged up to 10 times its capacity per hour, enabling rapid replenishment without overheating. BYD has also developed the all liquid-cooled megawatt flash charging terminal system that helps manage the high temperatures generated during rapid charging, ensuring better safety and longer life. Together, these developments demonstrate considerable progress has been made by BYD in the field of battery thermal management and battery management systems. With its previous generations of lithium iron phosphate (LFP) Blade batteries, BYD has already proven itself to be a pioneer in fast-charging battery technology. The current iteration of the battery positions BYD well ahead of its competitors, including Tesla, which has been regarded as the benchmark for several of these attributes. Besides, the Super e-Platform includes the fastest mass-produced electricmotor globally, capable of reaching 30,511 revolutions per minute (rpm) with a peak power output of 580 kW. According to S&P Global, the Super e-Platform’s next-generation silicon carbide (SiC) power chips, rated up to 1,500 V, are another record in the EV domain: “Developed in-house by BYD, these chips
As BYD works toward establishing itself as a major player in other regions, especially Europe, it may not be long before this technology is introduced in those markets”
improve reliability and performance for the ultrafast-charging systems, ensuring stable and efficient operations. Many original equipment manufacturers are moving toward integrating hardware and software, the analyst notes. “So, the focus should be on key semiconductors such as SiC, system-on-chips (SoCs), microcontroller units (MCUs), and power management integrated circuits (PMIC), which are essential for advancing electrification and software-defined vehicles (SDVs). Notably, BYD is the first OEM to develop and apply SiC semiconductors in its vehicles, achieving higher voltage classes compared to other OEMs. “As BYD works toward establishing itself as a major player in other regions, especially Europe, it may not be long before this technology is introduced in those markets. Given the price point of the Han L and the Tang L, they will be a lot more accessible than other ultrafast-charging 800-V models such as the Tesla Cybertruck, Audi e-tron GT and Porsche Taycan. Thus, BYD’s tours de force are real gamechangers, standing in comparison with the wide ramifications felt through the AI industry by the DeepSeek reveal earlier in 2025.”
LIQUID COOLED CHARGING To support its advanced battery technology, BYD has also developed the world’s first all-liquid-cooled Megawatt Flash Charging terminal system, capable of outputs up to 1360kW.
MAY 2025 35
PARTING SHOT
TRUE HEROES
Scania’s Road Safety Heroes campaign continues on in Abu Dhabi
I
n an ongoing effort to enhance road safety and promote responsible driving practices in the region, Scania Middle East FZE has launched the second consecutive year of its Road Safety Heroes initiative in Abu Dhabi. This collaborative effort with Bin Brook Motors & Equipment L.L.C. aims to educate truck drivers on essential safety driving tips, contributing to safer roads in the region. By prioritizing road safety, the initiative not only safeguards lives but also alleviates the economic strain caused by traffic accidents, aligning with broader sustainable development goals. “Road safety awareness for truck drivers is an essential initiative that plays a critical role in
promoting a culture of safety and responsibility among all drivers on the road. By prioritizing road safety, we are not only safeguarding lives but also alleviating the economic strain caused by traffic accidents. This campaign serves as a significant step towards achieving sustainable development objectives and fostering a resilient and forward-thinking society. Let’s join hands in spreading awareness and prioritizing road safety for a better and safer future for all road users,” shares Ayman Hafez, General Manager, Bin Brook Motors & Equipment LLC. Juan Carlos Ocampo, Managing Director of Scania Middle East, also emphasized the significance of this initiative in ‘Driving The Shift’ towards a sustainable transport system,
sharing — “Improving road safety in the Middle East is a vital part of our mission to transition towards a sustainable transport system. By educating and empowering truck drivers, we are not only enhancing safety on the roads but also contributing to the overall sustainability of the transport sector. This initiative underscores our dedication to fostering a safer, more responsible, and forward-thinking society.” The Road Safety Heroes initiative exemplifies Scania’s steadfast dedication to road safety. By targeting truck drivers, who are crucial to the transportation sector, the campaign aims to foster a culture of safety and responsibility. This initiative is geared to expand further with Scania’s regional partners in Saudi and Oman this year.
NEXT ISSUE: EXEED’S HYBRID APPROACH, A LUBRICANTS LEGACY, AUTOMECHANIKA RIYADH, AND MUCH MORE!
36 MAY 2025
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Unreserved Dubai Auction 17-18 June
2020 Cat 980M
XCMG XCT80 80 ton
Viewing Days: 13-16 June 8am-5pm
Address and Contact: Junction 9 - Gate 8 - Jebel - Ali Free zone - Dubai +971 4 812 0600 rbauction.com/dubai
View inventory and register to bid
2021 Cat 320GX
PARTING SHOT
38 MAY 2025
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