Ace Auto Expert, part of the Al Naboodah Commercial Group is set to enrich the UAE tyre market in an authorised distribution partnership with Sumitomo tyres.
Sumitomo’s distribution by Ace Auto Expert in the region represents a relevant and welcome arrival considering the UAE boasts some of the highest rates of car ownership, with more cars per person than most countries in the world. The partnership will boost Sumitomo’s already strong brand positioning by supplementing the brand with a wider distribution network through Ace Auto Expert. Discerning customers will be able to choose tyres for their specific needs from the diverse portfolio of Sumitomo’s range through Ace Auto Expert’s branches across the UAE, with the partnership officially being launched on 1st September 2021.
Founded in Japan with over a century of experience, Sumitomo is renowned for creating innovative tyre designs through manufacturing and precision engineering quality for SUVs, passenger cars, light trucks and heavy commercial vehicles. Ace Auto Expert, part of the iconic locally owned Al Naboodah group brings to the collaboration over 60 years of branding and commercial expertise, already hosting a number of impressive automotive brands as part of their product portfolio.
Locally in the UAE market, SUVs and pickup trucks have historically outpaced passenger sedan sales as families and consumers use these popular utility vehicles for recreation and commuting.
“The UAE has a strong car and off-roading culture which has always driven a trend for customisation. We’ve identified an upward trend in a substantial domestic demand for quality, reliable and aesthetically designed tyres. As a tyre manufacturer, Sumitomo is at the forefront of addressing consumer demand for tyre choices allowing them to customise their on and off-road vehicles without compromising on safety,” said Swaidan Al Naboodah, Managing Director of Al Naboodah Group Enterprises.
Trends in the UAE market are causing a major shift in tyre manufacturers’ focus toward the SUV and utility truck tyre segment over traditional passenger tyres. The UAE consumers can readily benefit from the increase in product choice, enhanced safety standards, and customisation.