Ace Auto Expert has agreed an authorised distribution partnership with Sumitomo Tyres.
According to Sumitomo, distribution by Ace Auto Expert in the region “represents a relevant and welcome arrival considering the UAE boasts some of the highest rates of car ownership,” with more cars per person than most countries in the world.
The partnership will boost Sumitomo’s brand positioning by supplementing the brand with a wider distribution network through Ace Auto Expert.
“Sumitomo understands just how close the relationship between materials and performance actually is. Sumitomo’s Innovative Design Technology expands the functionality of next-generation tyres, improving fuel efficiency, lessening environmental impact, and elevating the safety standards of hot weather driving and all terrain grip,” said Masaru Tabata, managing director, Sumitomo Rubber Middle East. “Sumitomo tyres have an attractive appearance but also add function to the tyres, offering rugged aesthetics and all the performance the consumer demands.”
Beyond safety and reliability, Sumitomo offers “unprecedented customisation” for the demanding yet style conscious vehicle owner. Tyre makers like Sumitomo remain at the forefront of addressing consumer demands for customisation and off-road performance, which in turn has fuelled innovation and diversification in the product range.
“The UAE has a strong car and off-roading culture which has always driven a trend for customisation. We’ve identified an upward trend in a substantial domestic demand for quality, reliable and aesthetically designed tyres,” said Swaidan Al Naboodah, managing director, Al Naboodah Group Enterprises.
“As a tyre manufacturer, Sumitomo is at the forefront of addressing consumer demand for tyre choices allowing them to customise their on and off-road vehicles without compromising on safety.”
Locally in the UAE market, SUVs and pickup trucks have historically outpaced passenger sedan sales as families and consumers use these popular utility vehicles for recreation and commuting.
“Whether consumers are striving for driving comfort, off roading pickups, family SUVs, or simply a sportier look and enhanced performance feel, Sumitomo tyres promises to offer the UAE tyre market a formidable solution. Sumitomo tyres cater to entire industry needs from cars to light and heavy-duty trucks to industrial equipment tyres,” added Ajit Kumar, COO, Al Naboodah Commercial Group.
