At the Truck and Fleet Confex, industry leaders examined how digital platforms, connected technologies and smarter use of data are transforming the way fleets operate in the GCC. From freight matching platforms to predictive tyre monitoring and digitalised workshops, the session highlighted both the opportunities and the challenges of managing a truly connected fleet.
The session opened with Jessica Panigari, founder of Goods2Load, who shared her experience of building a digital freight platform in the UAE after relocating in 2023. Goods2Load connects verified freight forwarders with businesses that need reliable logistics partners, offering real-time matching and paperless workflows.
She admitted that breaking into the market was not easy. “It was challenging,” she told the audience. “Once I hacked the system and proved that my business was relevant in the market — without connections, liquidity or prior experience — I knew the concept could expand across countries. What we are doing is helping logistics providers switch from offline to online. We digitalised them in three months through API encoding.”
For Panigari, the Gulf was the right place to launch such a service. “Dubai and Saudi Arabia are very interesting markets. One is oversaturated, the other is disrupted,” she explained. “Small and medium-sized businesses may not have deep tech knowledge, but they need sales to validate their business. If they can’t sell their services, their companies will fail. Our system gives them that bridge.”
She also warned that choosing providers based only on price is risky. “Cheapest is not always the best,” she said. “We’ve all seen goods stuck in customs because the service provider failed. That’s why digitalisation, verification and trust matter so much.”
Connectivity Is No Longer Optional
While Panigari focused on freight, Fadi El Karmi, Product and Technical Manager at Goodyear, broadened the discussion to the wider fleet sector. For him, connectivity is no longer a choice — it is a business imperative.
“Some fleets are still using pen and paper, others rely on Excel, and others have their own software or advanced systems,” he said. “But regardless of where they start, connectivity is important for every level of fleet. It’s not a luxury anymore — it’s a must. If you don’t digitise, you carry extra costs without even realising it.”
El Karmi said the biggest challenge is convincing fleets to look beyond short-term budgets. “People are cost-conscious, but you have to consider long-term total cost of ownership. Our role is to help fleets do the calculations: this is your budget with the solution, and this is your budget without it. Connectivity always pays back in efficiency and lower running costs.”
Goodyear has been investing in smart tyre technology, offering real-time monitoring that alerts operators to issues before they become breakdowns. “We’re fans of colour-coded alerts — red, yellow, green. Drivers see exactly what needs attention, while fleet managers get dashboards showing the entire fleet’s condition. It’s not raw data. It’s actionable intelligence.”
He also pointed to collaborative projects in Europe where Goodyear and ZF are linking vehicle data directly with tyre data to provide a full picture of performance. “The future is integration. Multiple systems feeding more data, helping operators act quickly, and always reducing total cost.
Data in Action: From Mobility to Workshops
Bringing a mobility sector perspective, Dheeraj Satta of AWS drew on his previous role with eKar and a career spent with some of the car rental industry’s biggest players. He explained how ride-sharing companies depended on connected data to decide where cars should be placed, when they should be serviced, and how to reduce idle time.
“The science behind it is simple: connectivity tells you where to locate vehicles, where they’re used most, and where idle time can be cut,” he said. “Even in commercial vehicles — frozen or non-chillers — the same logic applies. Data tells you where efficiency can be improved.”
Now working at AWS (Akhtar Auto Workshop) he is looking at how digitalisation can transform automotive workshops, Satta sees them becoming the next frontier for connected fleet solutions.
“Today, when you service your car, the workshop tracks mileage, usage and schedules your next service automatically. Workshops are evolving into digital hubs. Real-time data allows them to track not just repairs, but overall fleet health, helping operators act before downtime occurs.”
Predictive analytics, he argued, is the critical step forward. “If we predict the future based on our current data, we can place vehicles where they’re needed, reduce idle time, and improve efficiency. That’s where fleets can save the most money.”
Yet digitalisation is not without challenges. Panigari stressed that solutions must be simple and usable. “The service should work for people, not the other way around,” she said. “You can’t expect staff to become technology experts overnight. The tools have to make their work easier, not harder.”
Satta agreed, pointing out that technology only delivers results if operations teams actually use it. “Operations and tech have to work hand in hand. The head of operations needs certain data to make decisions, and the tech team needs to provide it in the right format. That alignment is where success happens.”
Reporting to customers also requires clarity. “Fleet customers don’t want every detail,” Panigari added. “They want to know: how much money will I make, or how much downtime will I avoid? If you can’t explain that clearly, adoption will stall.”
Regulation, AI, and What Comes Next
Audience questions turned the conversation towards regulation and government-backed pilots in areas such as driver monitoring and autonomous vehicles. Delegates referenced projects in Abu Dhabi using AI simulators to test driver competency and monitor behaviour, as well as platooning trials for heavy trucks.
El Karmi noted that regulatory frameworks are still evolving. “Even in Europe, there is no complete regulation yet. But in the GCC we’re working with ministries and Gulf standards organisations to prepare. Regulation will be critical for scaling up connected solutions and autonomous mobility.”
Satta added that the discussion on connected fleets naturally leads to autonomous vehicles. “Whether it’s trucks, cars, or two-wheelers, AVs are powered entirely by data analysis. The decisions we make now about connectivity will determine how ready the region is for autonomy.”
A Competitive Edge for GCC Fleets
Panigari highlighted the region’s readiness for adoption. “UAE digital adoption is at 55 per cent, Saudi Arabia at 65 per cent,” she said. “That means customers are waiting for solutions that work. But you can’t just create a platform and expect them to buy. It has to be meaningful and built around their needs.”
El Karmi agreed that attitudes have changed dramatically in the past decade. “Ten years ago, fleets would say, ‘hold off, we’re not ready.’ Today, whatever launches in Europe is often adopted here within months. COVID was a turning point. Fleets now see digitalisation as essential.”
Satta concluded that the UAE is not far behind global leaders: “In many cases, we are at par with Europe or North America. The market here is competitive, but also open to change. Fleets that embrace data and connectivity will gain an edge.”
Key Takeaways
The Connected Fleet session made one thing clear: data is only valuable if it drives decisions. Whether it’s a platform matching freight forwarders to shippers, tyres signalling their own maintenance needs, or workshops anticipating service intervals, connectivity transforms raw data into business value.
For fleets across the GCC, the message was consistent — don’t wait. Start small, adopt solutions that fit your operations, and build a culture where data is part of everyday decision-making.
Three Ways Fleets Can Start Their Digital Journey
1. Move beyond spreadsheets
Switching from Excel or paper records to cloud-based dashboards provides instant gains in visibility and reduces manual errors.
2. Use predictive alerts
Connected solutions for tyres, engines or trailers now provide colour-coded, real-time alerts. These prevent minor issues from escalating into costly breakdowns.
3. Integrate systems step by step
From freight platforms to workshop apps, integration doesn’t have to happen all at once. Start with the tool that delivers the most immediate ROI — whether that’s reduced idle time, faster invoicing, or better customer reporting.
