Messe Frankfurt Middle East has kicked off its 2025 programming for Automechanika Dubai with the to explore the rapid transformation of the commercial vehicle sector in the region.
The agenda featured a series of high-impact presentations and panel discussions. Sunny Manjani, Principal Consultant at Frost & Sullivan, delivered a comprehensive market outlook, noting significant growth opportunities in emerging markets such as India, ASEAN, and Latin America. He also addressed the impact of volatile global trade, regional investment strategies from entities like Saudi Arabia’s Public Investment Fund (PIF), and the broader macroeconomic landscape in the GCC.
Manjani explained, “According to Frost & Sullivan’s Top 5 Predictions for 2025, counter tariffs from various countries have made global trade and logistics unpredictable, impacting freight movement and vehicle demand. Internal combustion engines are evolving into cleaner, fuel-agnostic solutions, and OEMs are exploring M&A opportunities to integrate advanced software and AI.”
In a keynote address on smart fleet technologies, Wahaj Malik, Vehicle Sales Director at UD Trucks Middle East, discussed how digitalisation and telematics are revolutionising logistics. He highlighted real-time vehicle tracking, predictive maintenance, and operational efficiency as core benefits of connected truck technologies.
“Logistics is the lifeblood of society,” said Malik. “The inefficiency is the biggest challenge of our sector — whether it’s road safety, congestion, or environmental impact. But the industry is becoming smarter, more connected, and more sustainable.”
Further advancing the sustainability agenda, Hans Wising, Sales Director at Scania Middle East, explored strategies for decarbonising freight transport, while Berk Berksoy, Manager for Fleet Solutions, OE & Retread at Bridgestone Middle East Africa, introduced the brand’s Fleet Care programme, which provides tailored services to reduce operating costs and enhance safety across vehicle fleets
