Sharjah Show To Cash In On Growing Rage For Car Customization

Three-day MEMTS opens at Expo Centre Sharjah

A premier tuning show in Sharjah is set to cash in on the growing rage for car customization in the region, as the doors were thrown open to the Middle East Motor Tuning Show (MEMTS) at Expo Centre Sharjah on March 14. 

The regional car tuning and customization market is mostly driven by the bling factor, and the Middle East Motor Tuning Show (MEMTS) is set to satisfy an assortment of demands, right from exterior & interior styling to specialized paint jobs and embroidered headrests to bright colours.

The fourth edition of MEMTS was opened by H.E. Sheikh Salim Bin Abdul Rahman Al Qassimi, Director of the Sharjah Ruler’s Office, in the presence of Mr. Ahmed Mohammed Al Midfa, Chairman, Sharjah Chamber of Commerce and Industry; Mr. Saif Mohammed Al Midfa, Director-General of Expo Centre Sharjah; senior executives of the Specialty Equipment Market Association (SEMA) from United States, industry representatives and invitees.

“If one goes by the sales of luxury cars, which are mostly used for customization, then the regional tuning market is certainly on an overdrive. Most luxury car makers have seen high Middle East sales, much higher than their global figures. MEMTS will be a barometer that reflects the health of the regional car customization industry,” said Mr. Ahmed Mohammed Al Midfa.

Luxury car makers have reported record sales figures in 2012, with Bentley logging a 44% increase in regional sales as against 22% increase in its global sales. Jaguar and Land Rover regional office saw an increase of 27%, while Audi registered 16.4% year on year growth and BMW Group 14%.

“We have a very unique market for customization over here. In most parts of the region no one likes to drive stock. Youth have enough disposable income to fuel their expensive personalization tastes, which often borders on classy but could also often veer off to wacky and weird too,” said Mr. Saif Mohammed Al Midfa.

Set to cash in on the craze for customization, global aftermarket giants have descended on Sharjah, led by SEMA, which is bringing together no less than 70 firms representing the US automobile aftermarket and tuning industry.

“Through our participation, we aim to boost confidence among businesses that want to invest and grow the specialty equipment market and confidence among consumers who want to support them. I’m confident we’re going to have a great event here in Sharjah,” said Mr. Peter MacGillivray, SEMA Vice-President, and Communications & Events.

The SEMA Middle East Pavilion is featuring leading American brands that are looking to introduce their products and explore partnerships in the region.

This is apart from trade delegations from nine countries, including Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar and Saudi Arabia, and the UAE, and foreign participation from Europe, Japan and Australia, the global leaders in high-end customization.

“With a bespoke custom chopper or a cruiser being seen as a necessity rather than a norm, global industry players are making a beeline for the Middle East. The presence of such a large SEMA team, an impressive global participation and trade buyers from nine regional countries point to a vibrant tuning market in the region,” added Mr. Midfa.

MEMTS is hosting several new motorsport events including performances by UAE Red Bull Car Park Drift 2013 winner Jihad Hassan, first Arab woman to compete on the international motorsport circuit Noor Daoud and a competition for customized bikes, which is featuring more than 100 participants. MEMTS will also hold a bike parade that will be held on Friday (March 15).

Other activities at the show include the custom car competition, car audio contest, stunt bike show, live vehicle modification, drifting & burn out arena, saloon car drifting and air brush contest.

The show is being held at Expo Centre Sharjah from March 14 to 16, 2013. The show timings are from 11am to 11pm on 14th & 16th March and 3pm to 11pm on Friday, 15th March. The admission is Dh. 30/- per person and children under 8 years will get free entry.

 

Emirate:  Sharjah

Date: Mar 14, 2013

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