For a company representing some of the world’s leading names in commercial vehicles, equipment, and machinery, ensuring service consistency is not an option — it is a necessity. At Al Shirawi Enterprises, the customer experience is designed to be uniform, reliable, and seamless, no matter which brand or product line a client interacts with.
Behind that consistency is a disciplined operational model that harmonises service standards across a diverse portfolio while preserving the technical integrity of each brand.
“We have dedicated service teams to support each brand, and the teams are equipped with the latest tools, specialised training, skills, and experience,” says Santhosh Varghese, Deputy Director – After Sales at Al Shirawi Enterprises.
“We harmonise our operations so that brand differences don’t translate into service quality differences. Whether a customer interacts with our truck team or our forklift team, they encounter a familiar level of professionalism, speed, and care. Consistency is something we actively manage; it doesn’t happen by chance. Each brand might have its own specific requirements, but through standard processes, cross-training, unified management, and a strong customer-first ethos, we make sure the experience remains uniformly excellent.”
This commitment to consistency is matched by a clear philosophy on how premium global brands should be represented in the UAE. “Representing premium brands requires a certain approach to truly do them justice in the local market,” Varghese explains.
“A major differentiator for us is our deep aftersales commitment. Many companies talk about service, but we invest in it at a level that truly sets us apart. We’ve built an extensive service network, a dedicated training centre, large spare parts inventories, and specialised service programmes; all to uphold the brand’s reputation.”
Al Shirawi’s relationship with each OEM goes far beyond traditional distribution. “We represent the brand almost as if we are an extension of the manufacturer in the region,” he says.
“We don’t see ourselves as just dealers; we act as consultants and partners to customers on behalf of the brand. When selling a premium product, we deeply understand its technology and value proposition, and we work closely with customers to tailor solutions — whether that means specifying the right configuration or bundling maintenance plans.”
That approach also includes adapting global standards to the UAE’s operating environment.
“We find the sweet spot where we can introduce local market adaptations while still meeting the brand’s specifications,” Varghese continues.
“Because we intimately know both the brand’s requirements and the local operating conditions, we can innovate local solutions. This makes our representation effective: we fine-tune inspections and maintenance programmes, training, and spare parts kits for the UAE market, so customers receive premium products that are tailor-made for them.”
The company’s collaboration with its brand partners extends deep into operational systems and planning. Parts availability, for instance, is a shared priority. “We do joint forecasting with our partners,” Varghese says. “Our parts team shares consumption trends with the brand’s supply chain planners to make sure we stock the right quantities. We also use the OEMs’ expertise on parts recommendations based on their global market data. Thanks to this collaboration, we’re able to fulfil customer requirements quickly and efficiently.”
That efficiency is underpinned by integrated digital systems. “For spare parts, we leverage our brand partners’ global ordering platforms, typically online portals that connect us directly to their central warehouses,” he explains.
“Our inventory management system is fully integrated with our Dealer Management System (DMS-ERP), so recommended orders are simulated and approved online. These replenishment orders are transmitted directly into the OEM’s system for fulfilment.” This integration allows Al Shirawi’s teams to access real-time data on manufacturer stock levels, giving them immediate visibility of parts availability and enabling faster responses to customers.
“For warranty claims, we use our brand partners’ online systems to submit claims within agreed timeframes,” Varghese adds. “This ensures faster processing, reduces delays, and enhances service quality.”
Such systems are only as strong as the people who use them, and Al Shirawi invests heavily in training to ensure its service teams remain ahead of technological change. “We take a multi-layered approach to ensure no one falls behind as new products and technologies come in,” Varghese explains.
“We coordinate with each OEM to train our people on every new model or system before it hits the market. This might mean sending technicians overseas to the manufacturer’s training centres, inviting OEM trainers to our facility, or enrolling staff in online e-learning modules.”
The company also implements a “Train the Trainer” model, ensuring knowledge is shared internally, and conducts periodic refresh sessions even for existing products. “Technology is always evolving, so what was current knowledge two years ago might be outdated now,” he says. “When an OEM releases an updated repair manual or a technical bulletin, our back office sends out an alert and encourages the team to read and discuss it.”
Al Shirawi’s team also participates in OEM-led competitions and initiatives that benchmark skill and innovation. “Scania has a Top Team competition for service technicians that tests theoretical knowledge, diagnosis, and repair speed,” Varghese notes. “Our team has participated and done very well; they were the regional winners and among the top ten globally in technical capabilities.”
Such achievements, he says, demonstrate the level of technical excellence and pride that drives the company’s culture.
Looking ahead, Varghese expects Al Shirawi’s relationships with global OEMs to grow even closer as the industry evolves. “I see our relationships with our brand partners becoming even more integrated and collaborative,” he says. “With emerging technologies like electric vehicles, connected systems, and possibly autonomous equipment, the traditional dealer-OEM dynamic is changing. Aftersales is no longer just a transactional support function; it’s becoming a long-term partnership with the customer, and our OEM relationships will reflect that.”
Sustainability will also shape this future.
“Customers will expect green service practices, and our OEM partners are helping us implement environmentally friendly service solutions such as recycling programmes and remanufacturing training,” Varghese adds.
“The future is about being even more in sync with our brand partners: sharing systems, sharing responsibilities, and jointly adapting to new trends. Together, we’ll continue to meet customers’ rising expectations, whether that’s through faster service, new uptime solutions, or cutting-edge maintenance and repair techniques.”
