As vehicle owners and fleets in the Middle East demand greater uptime, visibility and efficiency, the automotive services sector is responding to the challenge and seeking to redefine its offerings by combining technology, data and operational capability into one connected platform.
One company at the forefront of this endeavour, especially where passenger vehicles are concerned is Service My Car.
Prem Anand Kumar, Business Head of Service My Car, has watched customer expectations evolve at remarkable speed in his three decades in the region’s automotive sector, and tells T&FME that the future of automotive service lies not in repairs alone, but in convenience, transparency and intelligent mobility support.
“After nearly 30 years in the GCC automotive industry, one thing has become very clear: customer expectations have changed dramatically. Whether it is an individual vehicle owner or a fleet operator, today’s market demands convenience, transparency, speed, and data driven decision making. The organisations that can combine technology with operational excellence will define the future of automotive aftersales,” Kumar says.
From workshop to platform
Service My Car has deliberately positioned itself away from the traditional workshop model and towards a technology enabled service ecosystem, he explains.
“Today, Service My Car operates as a technology enabled automotive services platform rather than a conventional repair workshop. Our focus is on simplifying the entire vehicle maintenance journey through digital connectivity, operational transparency, and a strong service network.”
The model combines digital accessibility with the physical capability of established service providers including Auto Fix, and Kumar explains further: “What differentiates us is that we combine the convenience of a digital platform with the operational strength of established workshop networks such as Auto Fix. Customers and fleet operators can access a complete range of services from preventive maintenance and repairs to inspections, insurance support, roadside assistance, vehicle evaluations, and fleet management solutions through a single point of contact.”
The company believes this integrated approach is becoming increasingly important for fleet operators managing rising operating costs and tighter utilisation targets.
“Our platform provides online booking, pickup and delivery, digital inspections, real time status updates, and centralized service records. This allows customers and fleet managers to make informed decisions while reducing administrative effort and vehicle downtime.
“In essence, we are building an automotive maintenance ecosystem where technology, convenience, transparency, and service quality come together to deliver a superior ownership experience,” says the Service My Car Operations Head.
The strategy is already influencing the company’s geographical expansion plans across the region, which is driven by customer demand, vehicle population growth, and the increasing need for organised aftermarket services, he points out.
Kumar adds that markets such as Al Ain and Ras Al Khaimah in the UAE present clear opportunities due to increasing vehicle numbers and the absence of organised service networks – and cites these as reasons that his company has expanded into these territories after cementing its position in Dubai.
“Within the UAE, markets such as Al Ain and Ras Al Khaimah have shown strong potential due to growing vehicle ownership, limited availability of structured multi brand service solutions, and increasing demand for convenient maintenance services,” he says, adding that Service My Car applies a rigorous framework before entering any new territory.
“When evaluating new markets, we look at vehicle parc size, growth potential, fleet concentration, logistics feasibility, competitive landscape, and the availability of qualified service partners.”
Saudi Arabia is also firmly in the company’s sights, and Kumar calls it’s the “natural next step”
“The Saudi Vision 2030, economic diversification, and the Kingdom’s expanding mobility sector create significant opportunities for organised automotive service providers. Our objective is not simply geographic expansion but building sustainable service ecosystems that deliver consistent quality and customer experience across every market we enter,” he explains.
The uptime economy
For commercial vehicle operators, the definition of value has changed significantly in recent years, and Kumar points out that fleet operators today are “no longer buying repairs; they are buying uptime, predictability, and operational efficiency”.
That shift is transforming relationships between fleets and aftermarket providers across the region.
“Fleet customers face increasing pressure to maximise vehicle availability while controlling operating costs. Through Auto Fix’s workshop network and Service My Car’s digital platform, we provide preventive maintenance programmes, centralised service coordination, digital approvals, and real time visibility into vehicle status.
“This allows fleet managers to plan maintenance proactively rather than reacting to breakdowns. Our focus is simple: reduce downtime, improve turnaround times, and help customers maximise asset utilisation while lowering total cost of ownership.”
Service My Car is now investing heavily in dedicated fleet management capabilities as operators demand more data and visibility from service partners. Kumar reveals that the company is currently developing dedicated fleet management solutions that combine technology, analytics, and service delivery into a single ecosystem.
“Fleet operators increasingly require centralised maintenance records, approval workflows, service scheduling, vehicle history tracking, cost reporting, and operational analytics,” he explains.
“Our in-house platform is being designed to provide fleet managers with complete visibility into vehicle performance, maintenance costs, service history, and repair approvals. Over the next few years, we see this evolving beyond maintenance management into a broader mobility management platform focused on uptime optimisation and data driven decision making.”
Digital by design
Technology is at the centre of every aspect of the Service My Car proposition. In Kumar’s words: “Digitalisation sits at the heart of our business model.”
Customers can now monitor service activity in real time while maintaining complete visibility over approvals and expenditure. Explaining how, he says: “Today, customers can book services digitally, track vehicle movement, receive inspection reports, approve estimates online, and monitor repair progress in real time. This significantly improves transparency and reduces communication gaps.”
The advantages become even more pronounced in fleet environments where multiple stakeholders require access to service information and vehicle history.
“For fleet operators, digitalisation creates even greater value through centralised service records, maintenance history, approval workflows, and vehicle health tracking.”
Service My Car is also introducing advanced analytics and intelligent workflows to improve customer engagement and operational efficiency, and is leveraging customer analytics and AI driven workflows to improve service recommendations, optimise resource allocation, and enhance customer engagement.
“Ultimately, digitalisation allows us to transform automotive maintenance from a reactive process into a proactive and data driven experience,” Kumar says.
Changing customer expectations are also reshaping the wider commercial vehicle aftermarket, and today, fleet operators are looking for partners who can help maximise vehicle uptime, improve operational efficiency, and reduce total cost of ownership.
“Commercial fleets, ride hailing operators, last mile delivery companies, and corporate mobility providers increasingly demand faster turnaround times, real time visibility, centralised reporting, proactive maintenance solutions, and dedicated support,” Kumar observes.
“We are also seeing growing demand for fleet health monitoring, digital approvals, consolidated invoicing, mobile maintenance support, roadside assistance, and dedicated account management.”
Through the combined strengths of Service My Car and Auto Fix, the Business Head says the objective is not just to repair vehicles but to become a strategic partner that helps fleet operators improve productivity and control operating costs.
Preparing for electrification
Sustainability and electrification are becoming central themes across the transport sector and Service My Car sees itself playing an important role in supporting that transition.
“One of the biggest contributions we make is extending vehicle life through preventive maintenance and timely repairs. A well-maintained vehicle consumes less fuel, produces fewer emissions, and delivers better operational efficiency.
“Our digital operating model also reduces paperwork through paperless workflows, digital inspections, online approvals, and electronic service records. For fleet customers, preventive maintenance programmes help improve fuel efficiency, reduce breakdowns, and lower overall environmental impact,” he reveals.
Service My Car recently entered into a partnership with PlusX Electric, with the move reflecting the company’s long-term view of the market.
“The EV market in the GCC is still in its early stages, but the momentum is clearly accelerating. Government initiatives, sustainability targets, charging infrastructure investments, and the arrival of new EV brands, particularly from China, are driving adoption across the UAE and Saudi Arabia.
“To prepare for this transition, Service My Car is strengthening its EV service network through specialised partnerships, technician training, high-voltage safety protocols, EV diagnostics, and dedicated repair processes.”
Kumar emphasizes his company’s belief that many fleet operators will adopt a mixed fleet strategy for years to come, operating both ICE and EV vehicles. He is making Service My Car’s objective to help customers navigate this transition smoothly through a single platform capable of supporting both worlds.
Trust above all
As the business expands across the Gulf, Kumar believes maintaining consistency and trust will ultimately determine success.
“Trust is the foundation of any successful aftermarket business, particularly when serving fleet operators where vehicle reliability directly impacts business performance. Every workshop within our network undergoes a rigorous evaluation process covering technical capability, facility standards, equipment, manpower competency, and operational processes,” he says.
“Through our digital platform, customers receive detailed inspections, photographic evidence, clear estimates, and approval-based repair workflows before any work is carried out. This eliminates uncertainty and creates confidence in the repair process.”
Looking ahead, Kumar sees Service My Car evolving into something much larger than a service provider or workshop network.
“Over the next five years, we see Service My Car evolving beyond a vehicle servicing platform into a broader mobility ecosystem,” he says.
Summing up Service My Car, its operations and market, Kumar underscores: “The future of automotive aftersales is no longer about fixing vehicles; it is about maximising mobility. Our vision is to build a connected mobility ecosystem that helps customers and fleet operators maximise uptime, reduce operating costs, and embrace the future with confidence. Whether through Service My Car’s digital platform or Auto Fix’s service network, our focus remains the same, delivering trust, transparency, and operational excellence at every stage of the vehicle lifecycle.”
