Automechanika Dubai is the Middle East's largest trade exhibition for the automotive aftermarket and service industry — and the annual gathering point for tyre distributors, fleet operators, parts suppliers and automotive technology companies from across the UAE, GCC and beyond.
Golden Extreme Group participated in Automechanika Dubai 2025, showcasing our full portfolio of Falcon Tyres, Tubroo Truck Tyres and Falcon Batteries to international buyers. Here are the highlights from our team on the show floor.
What We Showcased
Our stand featured the complete Falcon and Tubroo product range, with working tyre cross-sections highlighting the construction quality and compound technology behind the products. The Falcon Primacy 77 PCR flagship and Tubroo F811 steer tyre drew the most interest from visiting fleet operators.
The Falcon Batteries range — including the new Falcon Gold 80Ah automotive battery with extended heat-resistance compound — attracted considerable attention from UAE fleet managers and battery distributors looking for alternatives to the established European brands at wholesale-competitive price points.
Key Industry Trends from the Show Floor
Sustainability and Green Tyres
The most prominent theme across the exhibition was sustainability. Multiple tyre manufacturers showcased products with higher recycled content and lower rolling resistance compounds. While the UAE market has not yet seen the same regulatory push on tyre labelling that Europe has, buyer awareness is increasing — particularly among fleet operators who are beginning to factor rolling-resistance ratings into total-cost-of-ownership calculations.
African Market Growth
Several exhibitors noted the accelerating growth opportunity in African tyre markets. Kenya, Nigeria and Ghana were cited by multiple distributors as high-priority growth markets. The consensus is that quality mid-tier brands — positioned above low-cost Chinese alternatives but below the European premium brands — have the strongest value proposition for African fleet operators.
Digital Distribution and E-Commerce
B2B tyre e-commerce adoption is accelerating in the UAE. Several regional distributors reported that online ordering now accounts for 20–30% of their wholesale volume from dealer customers. We are investing in digital ordering capabilities to ensure our dealer partners can access stock availability and pricing efficiently.
New Connections and Partnerships
Automechanika 2025 was our most successful show for new distributor connections — particularly from Saudi Arabia, Egypt and East Africa. We held over 40 one-on-one meetings with prospective distributor partners and fleet operators across the three-day event.
Several new distribution agreements were signed in the weeks following the show, expanding Golden Extreme's reach into new sub-regions across the GCC and Africa. We look forward to announcing these partnerships in due course.
Conclusion
Automechanika Dubai 2025 confirmed what we see in our own order book every month: demand for wholesale tyres and batteries across the MENA region is robust, growing and increasingly sophisticated in terms of what buyers expect from their supply partners.
If you missed us at the show, our team is available year-round. Contact us to discuss wholesale pricing, distributor terms or the full range of Falcon and Tubroo products.
Our team is available year-round for product enquiries, wholesale pricing and distributor discussions. Get in touch.
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