< PreviousAUTOMECHANIKA DUBAI 2023 TO BE BIGGEST EVER, WITH OVER 1,800 EXHIBITORS FROM 20 COUNTRIES T his year’s Automechanika Dubai, the Middle East and Africa’s largest international trade exhibition for the automotive aftermarket industry, is set to be the largest edition of the event yet in its two-decade history Taking place at Dubai World Trade Centre (DWTC) from October 2-4, the landmark 20th edition of Automechanika Dubai will see more than 1,800 exhibitors from over 60 nations showcase a diverse range of innovative products, services and technologies in front of a global audience of thousands, said event organisers Messe Frankfurt. Building on its reputation as a key networking hub for the automotive aftersales industry, this year’s exhibition occupies 14 halls at DWTC and features 20 offi cial country pavilions, representing 63% net square-metre growth compared to 2022. Sustainability is a key focus at Automechanika Dubai 2023, as automotive aftermarket professionals from around the world consider the transformative role that electric vehicles (EVs) are playing within the industry. This is on the back of the UAE government’s recently revised National Electric Vehicles Policy, which will see a 50% increase in the number of electric vehicles on the country’s roads by 2050. New event features, such as Innovation4Mobility and the Lubricants Technology Conference, will also address how the sector is minimising its environmental impact as participants explore related market opportunities and share knowledge. Mahmut Gazi Bilikozen, Portfolio Director at Messe Frankfurt Middle East, said: “Over the past two decades, Automechanika Dubai has fi rmly established itself as the premier networking hub for the Middle East’s automotive aftermarket community. This year, we will have a keen focus on the EV sector, where, in the UAE for example, demand for EVs is projected to grow at a compound annual rate of 30% between 2022 and 2028, according to the global electric mobility readiness index published last year.” Automechanika Academy, an interactive learning and networking hub; AfriConnections, a platform that connects African buyers with global suppliers; Modern Workshop, a programme that enables workshops, garages and repair centres to become future-ready; and the PitStop Challenge, which offers professionals a chance to demonstrate their skills. There will also be eight specialised Product Sections: Parts & Components, Electronics & Systems, Accessories & Customising, Tyres & Batteries, Car Wash & Care, Oils & Lubricants, Diagnostics & Repair, and Body & Paint. Landmark 20th edition of Automechanika set to see 57 per cent year-on-year rise in exhibitors, with 20 country pavilions across 14 halls at DWTC Delegates will explore emerging trends from the fi elds of climate-neutral, connected and autonomous mobility as part of Innovation4Mobility, where expert speakers will share insights into sustainability-related issues such as EV charging infrastructure, battery recycling and green investment opportunities. The Lubricants Technology Conference will address segment-specifi c themes such as digitalisation, cold blending technologies and the prevention of corrosion in EV drivetrains. Other features at this year’s event include the Automechanika Dubai Awards, which will recognise excellence from across the MENA region; The 20th edition of Automechanika Dubai is set to be the largest yet. SHOW PREVIEW 20 | OCTOBER 2023plantmachineryvehicles.comPlant / Machinery / Vehicles RECORD NUMBER OF ENTRIES FOR AUTOMECHANIKA DUBAI AWARDS The third edition of the Automechanika Dubai Awards, held concurrently with Automechanika Dubai, has attracted a record-breaking 399 entries across 10 awards this year. Held on the second morning of Automechanika Dubai, the awards honour the leading names in the region’s automotive aftermarket and service industry. Narrowed down to 30 fi nalists by a panel of regional and international senior industry judges, this year’s event also includes several new categories, including a special recognition award to be announced during the award ceremony with the exhibition on the morning of October 3. Mahmut Gazi Bilikozen, Portfolio Director, Messe Frankfurt Middle East, said the awards this year include categories such as digitalisation project of the year, digital product of the year, start-up of the year and the much-anticipated ‘Women in Automotive’ category. Other categories include Bodyshop of the Year, Workshop of the Year – Passenger Cars, and Service Provider of the Year – Commercial Vehicles categories. A-MAP: PIONEERING EXCELLENCE IN AUTOMOTIVE AFTERMARKET SUPPLIES A -MAP is a global player which specialises in the distribution of aftermarket automotive spare parts, automotive batteries and lubricants. The company is based in the bustling commercial hub of the Middle East, Dubai, and has a network of branch offi ces in China, South Africa and Qatar. A-MAP is a dominant force in the automotive battery sector, boasting renowned brands like Solite, Sebang and Asimco. Beyond its battery expertise, A-MAP offers an extensive selection of aftermarket parts, including brake pads, brake shoes, brake discs, brake fl uids, shock absorbers, horns, fuel pumps, rubber components like bushings, bearings and mountings, and much more. Additionally, A-MAP takes pride in being the exclusive distributor of ADNOC Voyager lubricants in the UAE, a prominent name in the region's lubricant industry. Heading this global endeavour is Managing Director Asad Badami, who has steered A-MAP towards global recognition and excellence. The company's commitment to quality and customer satisfaction is underscored by its state-of-the-art research and development centre, located in the heart of Dubai, a key hub in the region's automotive business. As Asad Badami emphasizes: "We aspire to comprehend and implement the fi nest customer service and warranty management practices. A-MAP consistently strives to deliver top-tier products and services to our valued clientele. Our unique R&D Tech Centre in Dubai serves as a focal point for product development, continuously adapting to evolving customer needs. We rigorously monitor and analyse the performance of our product offerings to ensure ongoing improvements. Furthermore, the centre provides invaluable application engineering, fi tment guidance, and comprehensive training and education to our customers." NEW BUSINESS PARK A-MAP is set to further elevate its logistical capabilities with the upcoming launch of a state- of-the-art Business Park in Emirates Industrial City, situated in Sharjah's Al Sajaa Industrial area. Valued at Dh50 million and spanning on 250,000 square feet land, this impressive facility will feature advanced warehousing facilities, modern offi ces, staff accommodation, and a fully equipped service centre. A 100,000 square feet warehouse within this facility will house batteries, lubricants and automotive parts. This year, A-MAP introduced its innovative B2C offering in Dubai, known as ‘Auto Studio’. This retail concept seamlessly blends luxury high- end automotive repair services with impeccable performance standards, providing clients with an unmatched automotive experience. Specialising in luxury, sports and classic cars, Auto Studio offers a wide array of services, ranging from routine maintenance to customised repairs. As an industry leader in the aftermarket sector, A-MAP is poised to be a prominent presence at Automechanika Dubai 2023, where both existing and potential customers can gain valuable insights into its wide range of products and offerings. PARTNER CONTENT Plant / Machinery / Vehiclesplantmachineryvehicles.comOCTOBER 2023 | 21AMARON: POWERING AHEAD IN AUTOMOTIVE BATTERIES 22 | OCTOBER 2023plantmachineryvehicles.comPlant / Machinery / Vehicles PARTNER CONTENTin the region, so much so that now it is the market leader in some countries in the GCC, such as the UAE and Bahrain. “In the UAE and Bahrain, Amaron is the undisputed highest selling brand, which is available through its wide distribution network,” reveals Govardhanagiri. “ARE&M is committed to growing its business in the GCC-Middle East region. The company plans to expand its product line-up, invest in marketing and branding, and strengthen its distribution network. Recently, ARE&M launched AGM batteries, for which demand is growing in the region.” The company’s strong performance in the GCC as well as its future ambitions in the region are underpinned by its exploits and dominance in its home market, and its increasing global outreach. “Since being founded in 1985 by Dr Ramchandra N. Galla, ARE&M has become a premier energy and mobility enterprise and is today one of the largest manufacturers of energy storage products for both industrial and automotive applications in Asia. It is the fastest growing conglomerate in India with revenue exceeding $1.2 billion through highly engaged customers across the globe in the automotive battery industry,” Govardhanagiri says. “In India, ARE&M is the preferred supplier of automotive batteries under OE relationships to Honda, Hyundai, Maruti Suzuki, Renault, Nissan, Ford India, Ashok Leyland, Mahindra & Mahindra, Tata Motors and many more top automotive brands.” Over 50 million batteries a year are manufactured at ARE&M ISO/TS-16949, ISO-14001 and BH OHSAS-18001 certifi ed manufacturing facilities. These batteries are exported to over 50 countries worldwide. The future is looking exceptionally bright for ARE&M, Govardhanagiri adds, as it meets the challenges of future energy solutions at a time when the world is increasingly adopting electric vehicles (EV). He points out that the company has recently launched the fi rst Gigafactory in India, and one of the country’s largest, to manufacture Lithium-ion batteries. With a planned investment of $1.2 billion over the next 10 years, it will manufacture lithium cell and battery packs with a capacity of up to 16 Gigawatt hours (GWh) and up to 5GWh respectively, which will enable it to meet the increasing demand from the EVs and electromobility sectors. Coming back to the Middle East, a point of special interest for the region’s commercial vehicles segment is that Amaron is looking to introduce its latest range of commercial batteries in the region using its latest Duraframe technology with CA-CA batteries to meet customer requirements, Govardhanagiri informed. “ARE&M is no stranger to participating in Automechanika, having taken part in Automechanika Dubai in 2022 and in Automechanika Birmingham and Johannesburg in 2023, to show case its product line. The objective is to reach out to prospective channel partners to enter into new geographies,” says Govardhanagiri, adding that Amaron’s Business Head for the MEA region, Maneesh Khanna (who can be contacted for enquiries at mk11@amaraja.com) is looking to reach out to customers and channel partners from the region. A s a brand that produces over 50 million batteries and is the OEM supplier to many globally renowned passenger car and commercial vehicle brands, Amara Raja Energy & Mobility Limited (ARE&M), formerly known as Amara Raja Batteries Limited, needs no introduction. The illustrious Indian company has been in business for decades, in which it has shown consistent and high growth to now be counted as one of the leading names in the business, both in its home market and in markets outside, such as in the GCC. The fl agship brand of Amara Raja Energy & Mobility Limited, Amaron is a leader in the automotive segment and is well known for its zero-maintenance, high cranking power and enhanced safety, along with its all-new Duraframe technology, while still offering extended warranties. Explaining the factors behind Amara Raja’s success, Indeevar Govardhanagiri, Chief Marketing Offi cer (International Business), says: “Amaron batteries are known for high quality performance and reliability. The batteries are built to last long, really long, under the harsh climate of the Middle East. Some of the key features of the Amaron brand are high cranking power, high vibration resistance and high corrosion resistance.” These are features and qualities that have enabled Amaron to capture a double-digit market share in the UAE, Oman, Qatar, Kuwait and Bahrain. Given how competitive the region’s market for batteries is, with the presence of almost all global players big or small, this is no mean feat. Since launch, it has gone from strength to strength PARTNER CONTENT Plant / Machinery / Vehiclesplantmachineryvehicles.comOCTOBER 2023 | 23HITACHI UNLEASHES SHINRAI POWER With the launch of the BX100 backhoe loader in the Middle East, Hitachi Construction Machinery is foraying into a popular machine segment in which it is hopeful of carving a niche for itself with a tried, tested and proven machine Words by: Anirban Bagchi plantmachineryvehicles.comPlant / Machinery / Vehicles COVER STORY 24 | OCTOBER 2023Plant / Machinery / Vehiclesplantmachineryvehicles.com COVER STORY OCTOBER 2023 | 25loader, unleashing the same Hitachi expertise and reliability on the very important backhoe loader (BHL) market in the region. Every market in the world, geographically speaking, has its peculiarities and preferences. Developed ones, such as Europe or Japan, like their mini excavators and compact loaders; mining-heavy markets of course see greater sales of dumpers and giant excavators. In the same vein, the Middle East is backhoe loader territory, just like its neighbour market - India. India knows a thing or two about manufacturing backhoe loaders, being the world’s largest producer of the machine as well as its biggest consumer, with around 50% of global production sold in this one country alone. While the Middle East does not have India’s market numbers – and neither its manufacturing prowess – the versatile model with a loader at one end and an excavator arm at the other is equally the go-to equipment of choice in our region. This means that any leading manufacturer in the regional market needs to have a popular ‘BHL’ in its arsenal. And Hitachi’s arsenal has received a big boost with the introduction of the BX100 Shinrai Power. But what made the company take the plunge on the BHL for the region now, something it had not S hinrai is a Japanese word that translates to trust, capability and reliability – all terms that Hitachi customers are familiar with. These are philosophies that the giant from the land of the rising sun has embodied in the world of construction equipment for all of its history, as it has carved its reputation on quality on job-sites around the globe and within the hearts and minds of its customers. The Middle East is no exception to this. In the decade plus of its direct presence in the region, Hitachi Construction Machinery Middle East (HMEC) has become one of the default names for performance, power and productivity on job-sites not only in the Middle East but also in the wider surrounding regions, such as North and East Africa. And that reputation has been built on Hitachi’s prowess in excavators of all sizes, huge and robust mining excavators and rigid dump trucks, a variety of wheeled loader models, compact earthmoving equipment and even crawler cranes. Conspicuous by its absence in Hitachi’s line-up for the region, however, was that vital tool that the Middle Eastern job-site swears by – the backhoe loader. But no longer. The Japanese giant has now launched the BX100 Shinrai Power backhoe With the launch of the BX100, Hitachi has entered the highly competitive backhoe loader segment in the Middle East, and is looking to garner market share by bringing in a capable and reliable machine. “We have been discussing this product market combination for a while. The backhoe loader is of course by no means a completely new product. It has been here for decades, but we feel that we can have a healthy market share. There’s enough room for an extra brand in the market especially if the product is as good as the one we are offering” plantmachineryvehicles.comPlant / Machinery / Vehicles COVER STORY 26 | OCTOBER 2023The Hitachi Shinrai Power BX100 is a robust and tough machine, that comes with proven performance. Its backhoe has a digging depth of 5,003mm. Whether loading or digging, Hitachi is sure the BX100 will fi nd loyal customers on the basis of its performance. done before? Manabu Arami, President, HMEC, says now means never too late. “For Hitachi the backhoe loader is a new product in our line-up for this part of the world. We have selected to offer it here because we at HMEC believe that there is a well-defi ned market, both in terms of specifi c geographical areas where the backhoe loader is in demand as well as for specifi c tasks for which it is preferred,” Arami explains. AIMING FOR A HEALTHY MARKET SHARE “We have been discussing this product market combination for a while. The backhoe loader is of course by no means a completely new product. It has been here for decades; but we feel that we can have a healthy market share. There’s enough room for an extra brand in the market, especially if the product is as good as the one we are offering.” Piet Van Bakergem, General Manager, HMEC, adds that the Middle East market continues to grow and Hitachi anticipates that this will go on for a while, as will demand for specifi c types of equipment associated with that growth. “After the Covid-19 pandemic, investment in infrastructure - such as roads, smart cities, etc. - is active and ongoing. Many places in the region, like Saudi Arabia, are testament to this. So we’re entering the BHL market because it’s a big market; there’s always demand and even growth in this segment and after Covid there is more infrastructure being built, so we’re seeing more demand for the machine. Therefore, this is a good time,” says Van Bakergem. “And what we also see is that cities such as Doha, Abu Dhabi or Dubai are now being completed; therefore in many places, tracked equipment is not allowed to enter for the reason that it may damage the built environment. So it has to be wheeled equipment, such as a BHL, whether for maintenance or minor rebuilding tasks. This is another reason that we believe this product stands a sure chance of being successful.” Another reason for Hitachi introducing its BHL in the region is the fact that it has always strived to be a complete solutions provider for its customers, and Arami explains: “Our dealer network has many loyal customers. Those customers quite often want a one-stop shop for their equipment needs. One of the main reasons for this is that they want more simplicity and uniformity in their parts inventories. So it makes sense for us to offer the BHL, so that when they constitute their fl eet with Hitachi excavators, loaders and our other equipment, they do not have to go looking elsewhere for a BHL. “Having said that, we think customers will be loyal to this new machine of ours when they use it based on its performance itself, and not necessarily only because of brand preference. “An important aspect on our radar for the BHL are equipment owners who have, let’s say, 20 Plant / Machinery / Vehiclesplantmachineryvehicles.com COVER STORY OCTOBER 2023 | 27The Shinrai Power BX100’s backhoe bucket has a digging force of 5,534kgf, which is coupled with its capable structures “that are built to last a lifetime”. Hitachi tested the BX100 rigorously and extensively in the Middle East to ensure its suitability to the region’s conditions. pieces of Hitachi equipment. They don’t want to go to another manufacturer for just a BHL. We already have a good relationship with the customer, and now we can offer the BHL as well. So, this makes our product-line more complete, and encourages one-stop shopping.” Even from the dealers’ point of view, Arami adds, the BHL introduction provides greater economies of scale: “Now they have one brand and one parts centre to provide everything correctly. Also, they now have a very popular and in-demand BHL model to approach their customers in the future, giving them an extra line to other customers.” Which brings us to the model itself - the Shinrai BX100 – and why it is a popular and in-demand machine in several markets already. In Van Bakergem’s words: “The BX100 has a powerful 99hp engine and a massive 400Nm of torque at only 1,350 rpm. Its standard bucket is a 1.1 cubic metre tilt bucket. It is built with robustness in mind and has already proven itself to be reliable and capable of withstanding the toughest conditions. It has earned the other name that we have given it: ‘Shinrai power’. Shinrai in Japanese can mean qualities such as trust, reliability and confi dence – all of which the BX100 inspires in the end-users.” Explaining the features and advantages of the machine he further explains that the BX100 has three pluses: high productivity, low lifecycle cost, and maximum operator comfort through ease of operations and safety. “The BX100’s high productivity comes from its powerful, reliable and fuel-effi cient engine, coupled with its world-renowned and proven driveline. In terms of low lifecycle costs, it has features such as the best-in-class dump height for easy loading, lower fuel consumption in both loader and backhoe operations as well as easy and low-cost maintenance for more profi t per hour. Its design and build also incorporate capable structures that are built to last a lifetime,” Van Bakergem adds. “When it comes to operator comfort, ease of operations and safety, great attention has been lavished on all these aspects. The cabin has a safe, simple and comfortable cabin and an easy and comprehensive operator console designed for simplicity and functionality while in operation. The cabin is also a wide-view one, which further contributes to safety and easier operation.” CUSTOMISED AND PROVEN IN THE REGION All that being said, the BX100 from Hitachi is a product that is of course not manufactured in the Middle East and was not built originally for the region specifi cally either. So, playing the devil’s advocate, PMV Middle East points out there plantmachineryvehicles.comPlant / Machinery / Vehicles COVER STORY 28 | OCTOBER 2023 The BX100’s cab environment has been modifi ed to suit conditions in the region, with an upgraded air-conditioner, among other tweaks. may be some scepticism among customers as to its suitability for this region, which is one of the harshest in the world. Putting such doubts to rest, Van Bakergem explains: “The bottom line is that the machines are made by Hitachi. We have global resources to produce machines and all such resources are up to the same exacting and demanding Hitachi standards and specifi cations. If a machine is dressed in our distinctive orange livery and sporting the Hitachi badge, then it is already the most reliable, robust and productive unit in its category because we take such pride in what we provide our customers. Where exactly we may produce a machine or order it from for our territory here is based on various criteria and business decisions. But regardless of that, what is common in all Hitachi machines is the same level of quality.” But with each region having its own unique demands – and the Middle East being among the most demanding – how suitable for this region is a product built in another geography? Hitachi has taken utmost care of the suitability aspect of the BX100 by testing it extensively in the harshest conditions that the Middle East can throw at it and modifying and customising the machine to suit this region to the T. “In the Industry, everyone knows where the countries with the harshest conditions are – the Middle East, and specifi cally Saudi Arabia. We sent the BX100 to all corners of our territory, and KSA was one of them. For months on end the model was carefully tested, evaluated and proven. Our engineers followed up on all aspects of its performance and all parameters were evaluated by our expert team with decades and decades of experience and expertise. Anything that could be subject to improvement was communicated to production and improved - so the end product will be available as a ‘Reliable Solution’, as we like to call it. “The BX100 is a truly capable machine. This capability is backed by its high-torque-at-low-rpm engine with enough reserve power across its entire spectrum to provide confi dence in its capabilities. Add in its spacious cabin with controls that are easy to work with, a fully mechanical drive train, and the lowest operating cost in the market and this is the one BHL to go for if you’re in the market for a BHL,” claims Van Bakergem. Elaborating on a crucial modifi cation that the BX100 underwent for the Middle East, he adds that this was the cab air-conditioning. “In our region air-conditioning is of course a vital feature in any machine because of the super-hot temperatures that we experience here. This is where our testing proved that the BX100 needed an upgrade. To be safe and effi cient, operators need a conducive in-cab environment and the right temperature is absolutely necessary. So the AC unit in the BX100 was upgraded to provide more cooling that is demanded by the high job-site temperatures that we have most of the year in this region, higher than perhaps any other region. “The BX100 is more than powerful-enough to support an upgraded air-conditioner and this is one very apparent change that we made to the machine among other minor tweaks to make it suitable for the Middle East.” The HMEC general manager adds that interest in a Hitachi backhoe loader has been high in the region for a while from both existing and prospective customers. “The accessibility of the product, commercial wise, is attractive in this region. The backhoe loader is a very commonly- used multifunctional took in the Middle East, to fulfi l many tasks, such as trenching, pipelaying, earthmoving, loading, maintenance, etc., to mention only a few.” AFTER-SALES SUPPORT NETWORK READY So now that the Hitachi BX100 Shinrai Power has been launched in the Middle East, what sort of support for the machine can customers expect? A piece of construction equipment, after all, is only as useful as the uptime that its after-sales “It is built with robustness in mind and has already proven itself to be reliable and capable of withstanding the toughest conditions. It has earned the other name that we have given it: ‘Shinrai power’. Shinrai in Japanese can mean qualities such as trust, reliability and confi dence – all of which the BX100 inspires in the end-users” Plant / Machinery / Vehiclesplantmachineryvehicles.com COVER STORY OCTOBER 2023 | 29Next >