Maximising Parts Department Efficiency: Essential KPIs for Automotive Dealers/Importers in MENA
In our new 8-part series covering essential KPIs for Dealers/Importers in the MENA region, we now focus on Marketing—a critical function that drives dealership growth and customer acquisition. The Automotive marketing landscape has undergone dramatic transformation in recent years, particularly across MENA markets where digital adoption has accelerated rapidly. Today’s successful Dealers/Importers must balance traditional marketing approaches with sophisticated digital strategies to reach customers effectively in this evolving environment. This article explores the key performance indicators that drive marketing excellence for Automotive retail operations in the unique context of MENA markets. Digital Marketing Metrics: Maximising Online Effectiveness Digital metrics help quantify the performance of your online marketing initiatives: Website Traffic: This measures the total number of visitors to your dealership website. Beyond raw visitor count, it’s valuable to segment this by traffic source (organic search, paid search, social media, direct). Most dealerships aim for consistent month-over-month growth. Modern dealerships typically track this through Google Analytics or similar platforms, looking at metrics like average time on site and bounce rate alongside total visitors. In MENA markets, where mobile usage often exceeds global averages, paying particular attention to mobile traffic performance is essential. Lead Conversion Rate: This calculates the percentage of website visitors who take a desired action such as submitting a contact form, requesting a quote, or scheduling a test drive. Industry benchmarks typically range from 1.5% to 3% for dealership websites. Optimising landing pages, forms, and calls-to-action can significantly improve this metric. In the MENA region, where customer service expectations are often high, ensuring rapid response to digital leads directly impacts conversion success. Cost Per Lead (CPL): This measures how much your dealership spends on marketing to generate each new lead. It’s calculated by dividing total marketing spend by the number of leads generated. Automotive industry averages range from $25-$45 per lead, though this varies by market and vehicle segment. Lower CPL indicates more efficient marketing spend. In diverse MENA markets, CPL can vary significantly between countries and should be benchmarked against local standards. Search Engine Rankings: This tracks where your dealership appears in search results for relevant keywords like “[brand] dealer [city]” or “new cars [city].” First-page rankings, particularly in the top three positions, dramatically increase visibility and traffic. Many dealerships invest in SEO and local search optimisation to improve these rankings. In the MENA region, optimising for both English and Arabic search terms (where relevant) is essential for maximum market penetration. Pay-Per-Click (PPC) Performance: This measures the effectiveness of paid search advertising, including metrics like click-through rate (CTR), cost per click (CPC), and conversion rate. Automotive industry CTR averages range from 1.5% to 3.5% for search ads. Effective keyword targeting and ad copy can significantly improve these metrics. In multilingual MENA markets, testing ad performance across different languages and cultural contexts often yields substantial performance improvements. Social Media and Reputation Metrics: Building Your Digital Brand These metrics help evaluate your dealership’s online presence and customer perception: Social Media Engagement Rate: This measures how actively your audience interacts with your social media content through likes, comments, shares, and clicks. Engagement rates of 1-3% are considered good in the Automotive industry. Content featuring actual customers, behind-the-scenes dealership stories, and new model reveals typically generate the highest engagement. In the relationship-focused MENA markets, authentic engagement often drives higher conversion than purely promotional content. Online Review Metrics: This tracks both the quantity and quality of reviews across platforms like Google, Facebook, and regional platforms such as Yallamotor, Dubizzle, and Opensooq. The average star rating (aim for 4.5+ stars) and review response rate (target 100%) are particularly important as they directly influence consumer purchase decisions. Regional consumer research indicates that over 80% of MENA Automotive customers consult online reviews before visiting a dealership, with particular emphasis on Arabic-language reviews for localised customer experiences. Social Reach and Audience Growth: This measures the size of your social media audience and how quickly it’s growing. While raw follower counts matter less than engagement, consistent growth indicates effective content strategy. Many dealerships track month-over-month follower growth rates across platforms. In MENA markets, where social media usage rates are among the highest globally, building social presence is particularly valuable for brand development. Share of Voice: This measures how much your dealership dominates the conversation in your market compared to competitors. It can be calculated by analysing mentions across social media, news, and review sites relative to competitors. Higher share of voice typically correlates with stronger brand awareness. In competitive MENA metropolitan markets like Dubai, Riyadh or Cairo, tracking share of voice helps gauge marketing effectiveness against well-funded competitors. Traditional Marketing Metrics: Measuring Offline Performance Despite digital growth, traditional marketing remains important in many MENA markets: Marketing Return on Investment (ROI): This calculates the return generated from marketing investments, measured by attributing sales and gross profit to specific marketing channels and campaigns. Sophisticated dealerships track ROI by marketing channel to optimise their marketing mix. Industry leaders aim for 3:1 or higher ROI on marketing spend. In the diverse MENA region, ROI can vary significantly by market channel and should be measured against localised benchmarks. Walk-in Traffic: This counts the number of customers who physically visit the dealership, often tracked through customer relationship management (CRM) systems. While digital leads are important, many customers still prefer to walk in, making this a vital metric. Dealerships typically track traffic patterns by day of week and time of day to optimise staffing. In many MENA markets where shopping malls remain cultural hubs, dealerships with mall locations or showrooms often measure specific metrics related to mall foot traffic conversion. Marketing Campaign Response Rate: This measures the percentage of recipients who respond to direct marketing efforts like mail, email, or SMS campaigns. Industry averages range from 0.5% to 2% for direct mail and 10-15% for email campaigns to existing customers. Higher response rates indicate more relevant messaging and offers. In MENA markets, where SMS open rates often exceed 95%, SMS marketing frequently outperforms email for immediate response campaigns. Cost Per Sale/Acquisition (CPA): This calculates
AMENA Auto Monthly Review – September 2025
Introduction The global automotive industry stands at a defining crossroads — where electrification, automation, and digital transformation are no longer future ambitions but the engines of present progress. Around the world, manufacturers are reimagining mobility through bold innovation, operational resilience, and a renewed commitment to sustainability. From Europe’s precision in engineering to Asia’s technological leadership and the Middle East’s expanding influence, every region contributes to a collective shift that is reshaping how vehicles are designed, produced, and experienced. This month’s developments reveal an ecosystem driven by intelligent systems, advanced logistics, and design philosophies that merge efficiency with emotion. Electric vehicles, hybrid technologies, and AI-led mobility platforms continue to accelerate adoption, while markets in the Middle East and Africa emerge as key players in defining tomorrow’s automotive agenda. Together, these movements signal not just the evolution of transport — but the transformation of an entire global industry into one guided by innovation, integrity, and long-term vision. BYD Hits 100 UK Retailer Sites Milestone in Record Time BYD has achieved a key distribution milestone, reaching 100 retail sites in the UK in record time since its market entry. This expansion significantly boosts its physical presence and improves customer access across the country. The milestone aligns with BYD’s aggressive growth strategy in Europe and reinforces confidence in its retail rollout capabilities. It also sends a signal to competitors about the company’s commitment to scale locally. The stronger network may support deeper penetration in the UK EV segment. Geely Auto Boosts Global Logistics Network with “Jisu Glory” Ro-Ro Vessel Geely Holding has launched its second self-owned roll-on/roll-off vessel, “Jisu Glory,” which has now set sail on its maiden voyage from China to Europe. The ship can carry up to 7,000 vehicles across 12 decks, including hydrogen and natural-gas models, and is powered by liquefied natural gas to reduce emissions. This capability enhances Geely’s independent logistics infrastructure and supports its accelerating export growth—from multiple brands under its umbrella—to key European markets. The move underscores Geely’s ambition to control more of its supply chain and scale in global markets. VinFast Triumphs at the 2025 APAC Effie Awards VinFast distinguished itself at the 2025 Asia-Pacific Effie Awards, winning six awards and becoming the first Vietnamese automaker to secure a Gold at the regional level. The performance demonstrates not only strength in product but growing marketing sophistication and brand communication. It enhances VinFast’s international brand standing, especially across Southeast Asia and emerging markets. The recognition may help accelerate customer acceptance in newer export territories. For the brand, it reinforces that beyond hardware, narrative and identity matter in global expansion. 30 Years of the Škoda Museum — A Tribute to Heritage, Innovation & Future Vision The Škoda Museum has marked its 30th anniversary, celebrating three decades of showcasing the brand’s history, engineering heritage and future trajectory. Over the years it has grown into a cultural landmark that traces Škoda’s evolution from local automaker to global competitor. Exhibits include classic models, concept vehicles and mobility technology showcases, blending nostalgia with forward-looking vision. The milestone reinforces how heritage and brand narrative serve as assets amid faster technological change. For Škoda, the museum supports both internal culture and external storytelling as it scales innovation. Joby Accelerates eVTOL Roll-out via Blade Acquisition Joby Aviation has completed its acquisition of Blade Air Mobility’s passenger business, gaining access to Blade’s established terminal network and loyal fliers in key markets such as New York and Southern Europe. This strategic move positions Joby to fast-track its commercial all-electric vertical take-off and landing (eVTOL) services once certified. CEO JoeBen Bevirt noted that combining Joby’s aircraft with Blade’s infrastructure creates a strong platform for quiet air travel integrated into everyday apps and services. The acquisition bridges infrastructure and technology, potentially accelerating real-world deployment. It marks a critical step in Joby’s push towards mainstream eVTOL adoption. Mercedes-Benz Unveils Record-Shattering AMG GT XX Concept Mercedes-Benz’s Concept AMG GT XX has shattered endurance boundaries by covering 40,075 kilometres—the equivalent of circumnavigating the globe—in just over seven days during extreme testing at Nardò. Powered by three axial-flux motors and a direct-cooled battery, the concept also smashed the 24-hour distance record by surpassing it fourteenfold, showcasing next-generation AMG.EA drivetrain capability. Innovative features such as augmented-reality racing helmets, ergonomic 3D seat pads, illuminated paint, headlight-integrated speakers, and MBUX Fluid Light rear panels underscore AMG’s pioneering design ethos. Many of these technologies are slated to enter production in next year’s AMG.EA models. This record drive boosts Mercedes-AMG’s credentials in high-performance electrified vehicles. BMW Group Hits Three Million Electrified Vehicles Sold BMW Group has sold its three-millionth electrified vehicle—a 3 Series plug-in hybrid assembled at its Munich plant—marking a major milestone in the first half of 2025. This achievement highlights a strong rise in both battery-electric and plug-in hybrid sales, with more than one in four BMW vehicles sold globally during this period featuring electric drivetrains. Europe remains BMW’s largest market for electrified cars, accounting for over 60% of global deliveries and exceeding 40% of total sales on the continent. The milestone underscores BMW’s transition towards technology-neutral and electrified leadership in the premium segment. BMW’s broadened EV strategy, including rising PHEV demand, reinforces its commitment to a diversified, sustainable portfolio. VinFast Brings Electric Buses to Europe at Busworld 2025 VinFast is debuting its advanced electric buses in Europe, marking its first international market entry. The EB8 and EB12 meet strict European standards, with certification ensuring readiness for large-scale operations. Deliveries across EU markets are scheduled to begin by 2026, supporting the region’s transition to zero-emission public transport. The new buses complement VinFast’s growing EV portfolio of passenger cars in Europe. This launch underlines the brand’s ambition to evolve into a global e-mobility ecosystem provider. Shenzhen Unveils First Fully Driverless Robobus Line Shenzhen has launched its first Level 4 driverless public transport line, the B888, in Luohu District, marking a major milestone in urban autonomous mobility. Covering 6.6 kilometres outbound and 4.3 kilometres on the return, the service links major CBD landmarks in just 30–35 minutes. Operations
Mastering Sales Performance Metrics: Essential KPIs for Automotive Dealers/Importers in MENA
In our new 8-part series, we will be covering essential KPIs for Dealers/Importers in the MENA region. We start with Sales. In today’s competitive Automotive market across the MENA region, successful Dealers/Importers understand that what gets measured gets managed. As margins tighten and customer expectations evolve, implementing a robust framework of Key Performance Indicators (KPIs) for your sales department isn’t just beneficial—it’s essential for sustained growth and profitability. This article explores the critical KPIs your sales department should be tracking to drive success in the unique MENA market environment. Volume Metrics:The Foundation of Sales Performance At the most fundamental level, volume metrics provide crucial insights into your dealership’s market penetration and sales momentum: New Vehicle Sales Volume:
Optimising Aftersales Performance: Essential Service Department KPIs for Automotive Dealers/Importers in MENA
In our new 9-part series covering essential KPIs for Dealers/Importers in the MENA region, we now focus on the Service Department—a critical profit centre that often determines long-term business sustainability. While vehicle sales create the first transaction, it’s the service department that builds lasting customer relationships and generates consistent profitability. For Automotive Dealers/Importers across the MENA region, where extreme climate conditions place unique demands on vehicles, an efficient and customer-focused service operation isn’t just desirable—it’s essential for business success. This article explores the key performance indicators that drive service department excellence in the unique context of MENA markets. Labour and Productivity Metrics: Maximising Technician Performance Labour and productivity metrics measure how efficiently your technical team converts available time into billable work: Labour Efficiency Rate: This measures the ratio of hours billed to customers versus actual technician hours worked. A rate above 100% indicates technicians are completing jobs faster than the labour time guide allocates. Top-performing dealerships aim for 110-120% efficiency. This KPI directly impacts profitability as it determines how effectively labour is utilised. In MENA markets, where qualified technicians represent a significant investment, maximising efficiency is particularly crucial for profitability. Labour Productivity: This calculates the number of billed hours divided by the number of clock hours. While similar to efficiency, productivity includes all clock hours (including idle time). Industry benchmarks typically target 85-90% productivity. Lower rates suggest scheduling issues or excessive downtime. In high-volume service operations common in populous MENA markets, even small productivity improvements can dramatically impact profitability. Labour Utilisation: This measures how much of a technician’s available time is spent on revenue-generating work. It’s calculated by dividing billed hours by available hours. Effective service departments maintain utilisation rates of 75-85%. This KPI helps identify capacity issues and scheduling optimisation opportunities. The extreme seasonal variations in some MENA markets (particularly during summer months) require careful management of this metric to accommodate fluctuating service demand. Effective Labour Rate (ELR): This is the actual labour revenue generated per billed hour, calculated by dividing total labour sales by total billed hours. It accounts for discounts, package pricing, and warranty work. Industry averages vary by market, but typically range from $110-$150 per hour for mainstream brands and higher for luxury brands. In markets with price-sensitive customers or high competitive pressure, managing this rate while maintaining customer satisfaction requires sophisticated pricing strategies. Fixed-Right-First-Time (FRFT) Rate: This tracks the percentage of repairs completed correctly on the first visit, without comebacks. High-performing service departments maintain FRFT rates of 90%+ to ensure customer satisfaction and operational efficiency. In MENA markets where parts availability can sometimes present challenges due to extended supply chains, maintaining high FRFT rates requires excellent diagnosis and parts forecasting capabilities. Financial Performance Metrics: Ensuring Profitability Financial metrics reveal the true profitability of your service operation: Service Department Gross Profit: This measures total gross profit from all service operations, including labour, parts, and sublet work. It’s typically broken down by profit centres (warranty, customer pay, internal) to identify performance areas. Understanding the profitability mix is particularly important in markets with significant warranty work or internal reconditioning for used vehicle operations. Service Department Contribution: This calculates the net profit contribution of the service department after all direct expenses, showing how service impacts overall dealership profitability. In mature MENA markets, service departments typically contribute 30-40% of total dealership profits, making this a crucial metric for overall business health. Parts to Labour Ratio: This examines the relationship between parts and labour revenue. The industry benchmark is typically around 0.8:1 (parts:labour), meaning for every $1 of labour sold, about $0.80 of parts are sold. Significant deviations may indicate missed sales opportunities or process issues. In MENA markets where parts pricing and availability can vary considerably, monitoring this ratio helps identify upselling opportunities or parts pricing challenges. Average Repair Order (ARO) Value: This measures the average revenue generated per repair order. Increasing ARO through additional services and maintenance items is a primary focus for service managers. Top-performing dealers continuously work to increase this figure through better service advisor training and multi-point inspections. In luxury-oriented markets like the UAE, ARO values typically exceed regional averages due to higher labour rates and more complex vehicles. Service Absorption Rate: This crucial metric indicates what percentage of a dealership’s fixed expenses (overhead) can be covered by the service and parts departments. A rate of 100% means the dealership could theoretically remain profitable even without selling vehicles. Industry leaders target 85-100% absorption. In markets with seasonal vehicle sales fluctuations, maintaining strong absorption provides essential business stability during slower selling periods. Customer Metrics: Building Loyalty and Retention In the relationship-focused MENA markets, customer experience metrics are particularly valuable: Service Customer Satisfaction Index (CSI): Similar to sales CSI, this measures customer satisfaction with the service experience through standardised surveys. Manufacturer incentives are often tied to these scores, making them financially significant beyond retention benefits. Understanding cultural expectations across different MENA markets is essential for interpreting these results and implementing appropriate improvements. Service Retention Rate: This tracks the percentage of sold vehicle customers who continue to service their vehicles at the dealership, especially after the warranty has expired. Given the high profitability of service compared to sales, this is a critical long-term business health indicator. Dealers typically aim for 90-95% retention though this declines over vehicle ownership. In MENA markets with large expatriate populations, managing retention through customer transitions requires specialised retention strategies. Appointment Show Rate: This measures the percentage of scheduled appointments that actually arrive. Low show rates disrupt scheduling and reduce efficiency. Effective reminder systems and confirmation processes can maintain show rates above 90%. Cultural factors in different MENA markets can influence appointment reliability, requiring market-specific approaches to appointment management. Average Waiting Time: This tracks how long customers wait for service, from check-in to vehicle delivery. Extended waiting times negatively impact customer satisfaction and likelihood to return. In the high-temperature environments prevalent across much of the MENA region, comfortable waiting areas are particularly important for maintaining customer satisfaction during necessary waits. Upsell Conversion Rate: This
Automotive Sales Mastery: Series 8: The Core Traits and Mindset of Exceptional Salespeople
Success in Automotive sales stems from a unique combination of skills, mindset, and behaviours. Technical knowledge and negotiation skills are essential, but the real differentiator is the salesperson’s attitude, self-belief, and motivation. In this comprehensive guide, we delve into the qualities, behaviours, and mindset that define top-performing salespeople in the MENA Automotive market, combining the principles of psychology, self-talk, and motivation. The Archetypes of Salespeople Salespeople typically fall into one of three categories, each with its strengths and potential pitfalls: 1.The Relationship Builder: Strengths: Builds trust and long-term relationships, excels in understanding customer needs. Challenge: May struggle to push for a close due to an overemphasis on empathy. 2.The Challenger: Strengths: Thrives on questioning assumptions and educating customers with confidence. Challenge: Can come across as overly assertive if not balanced with tact. 3.The Problem Solver: Strengths: Expert at addressing customer pain points with tailored solutions. Challenge: May get lost in details, missing broader opportunities. Qualities of Top Salespeople The most successful salespeople combine technical expertise with interpersonal mastery. Key qualities include: Persistence: A relentless drive to achieve goals despite challenges. Empathy: Understanding and addressing customer emotions and needs. Amiability: Being approachable and friendly, which fosters trust. Focus: Maintaining goal-oriented behaviour and staying organised. Product and People Knowledge: Mastering technical details and building rapport effectively. The Role of Attitude in Sales Attitude often outweighs skill in determining success. Here’s how a positive attitude enhances performance: Energy Transference: Customers pick up on enthusiasm and positivity, shaping their experience. Resilience: A strong attitude helps bounce back from rejection and maintain motivation. Consistency: Staying positive ensures peak performance, even during challenges. The Power of Self-Belief and Motivation Motivation and belief in one’s abilities are essential for overcoming obstacles and achieving targets. Strategies to cultivate these qualities include: Focus on Activity, Not Just Results: Breaking the sales process into manageable stages ensures consistent effort. For instance: * Engaging more customers increases the likelihood of closing deals. * Viewing each interaction as an opportunity helps maintain motivation, even without immediate results. Set Clear Goals: Define specific, actionable targets and align daily activities with long-term objectives. Clear goals foster purpose and focus. Draw Inspiration from Success Stories: Take cues from figures like Steve Jobs, whose persistence in creating Apple epitomises the power of self-belief and resilience. Visualise Success: Imagine achieving monthly sales targets and the rewards that follow. Visualisation reinforces confidence and inspires action. Find Purpose in Your Work: Purpose-driven goals, such as enhancing a customer’s life with the right vehicle, provide deeper meaning to daily tasks. Harnessing the Power of Self-Talk Self-talk directly influences performance. Reframing negative thoughts into empowering affirmations builds confidence and resilience: * Replace “I can’t close this deal” with “I’ve prepared well and will give my best effort.” * Avoid pre-judging customers based on superficial impressions. * Use affirmations like: “I am capable of exceeding my targets” to reinforce positive beliefs. The Cycle of Positive Self-Talk The “Self-Talk Cycle” shows how thoughts influence actions and results: * Positive Thoughts → Confident Actions → Positive Results → Reinforced Beliefs. Breaking negative cycles early by reframing thoughts prevents underperformance. Strategies to Cultivate a Winning Mindset Celebrate Small Wins: Recognising progress boosts morale and motivation. Stay Present: Focus on controllable factors in the moment rather than dwelling on failures or uncertainties. Surround Yourself with Positivity: Engage with supportive mentors, peers, or inspirational materials. Persist Through Challenges: Learn from setbacks and view them as growth opportunities. Commit to Lifelong Learning: Embrace adaptability and continuous improvement in an ever-evolving market. Conclusion Exceptional salespeople embody a blend of positive attitude, motivation, and belief in their abilities. By combining technical skills with psychological strategies, they build trust, drive results, and navigate cultural nuances in the MENA market. Success in Automotive sales begins with the right mindset—a journey that AMENA is here to support. AMENA’s Commitment to Sales Excellence At AMENA, we empower OEMs and Dealers/Importers with tailored tools and training to build high-performing sales teams. From fostering motivation to mastering advanced sales strategies, we help you achieve exceptional results. Visit www.amenaauto.me to transform your sales potential today. Contact Us Today! office@amenaauto.me Follow us @ Linkedin | Youtube| Instagram | Facebook We express our sincere gratitude to all the veterans and experienced professionals in the automotive industry for their valuable input and advice when we write our articles. We take pride in our commitment to embracing technology, including AI, to enhance the quality of our articles.
Automotive Sales Mastery: Series 7: Understanding Sales Psychology
In the world of Automotive sales, success isn’t just about product knowledge or negotiation skills; it’s about understanding the psychology behind buying decisions. Why do customers choose one car over another? What influences their emotional and logical thought processes? This article explores the critical role of sales psychology and offers actionable insights for mastering the art of influence in the MENA region. The Dual Minds of a Customer Human decision-making is guided by two key components: the conscious mind and the subconscious mind. Understanding how these interact can help sales professionals navigate the sales process more effectively: Conscious Mind (Logical): Processes facts and data, such as price, fuel efficiency, and features. Subconscious Mind (Emotional): Influenced by feelings, gut instincts, and personal desires. For instance, customers may justify a luxury car purchase with logical reasons like safety or resale value, but the true motivator is often emotional—the status, excitement, or pride it brings. The Four Stages of Buying and Learning Sales psychology aligns closely with the stages of learning, which mirror the buying process: Unconscious Incompetence: Customers are unaware of their needs. Conscious Incompetence: They recognise their needs but lack clarity on solutions. Conscious Competence: They evaluate options and begin making decisions. Unconscious Competence: They instinctively move forward with a choice. As a salesperson, your role is to seamlessly guide customers through these stages and address their conscious and subconscious concerns. Techniques to Influence the Subconscious Mind Subliminal Conditioning: While direct subliminal advertising is no longer permissible, the principles of subtle suggestion remain effective. For instance: * Use evocative language and imagery: “Imagine yourself cruising down Sheikh Zayed Road in this sleek, all-electric sedan.” * Frame options positively: Instead of asking, “Would you like a small or large warranty?” say, “Would you prefer the comprehensive or premium coverage?” Emotional Anchoring: Tap into the customer’s emotions by creating memorable moments during the sales process: * Highlight features that resonate emotionally, such as family safety or advanced technology. * Use stories to illustrate benefits, e.g., “One of our customers shared how the adaptive cruise control saved them during a long drive.” Subtle Visual Cues: Visual presentation influences subconscious perceptions * Showcase cars in pristine, well-lit environments. * Use colours and design elements that evoke trust and sophistication. Avoiding Psychological Traps Don’t Overwhelm the Customer: Too many options or excessive information can lead to decision fatigue. Simplify choices. Avoid Negative Framing: Highlight benefits rather than deficiencies. Instead of, “This model doesn’t have an extended warranty,” say, “This model comes with a comprehensive three-year warranty.” Steer Clear of Manipulation: Building trust requires authenticity. Focus on aligning solutions with customer needs rather than pushing unnecessary features. The Role of Sales Conditioning Subtle conditioning techniques can nudge customers toward favourable decisions: Priming: Leave positive impressions by mentioning high-value aspects frequently. For instance, “This EV model has been a top choice for professionals in Dubai.” Parameter Setting: Guide counteroffers by suggesting ranges. For example, “We typically see trade-ins in the range of AED 80,000 to AED 85,000 for cars like yours.” Conclusion Sales psychology is an essential skill in today’s competitive Automotive market. By understanding and leveraging the interplay between logic and emotion, sales professionals can build trust, inspire confidence, and guide customers toward making decisions they feel good about. AMENA’s Commitment to Automotive Sales Excellence At AMENA, we empower OEMs and Dealers/Importers with cutting-edge strategies that harness the power of sales psychology. From training on customer engagement to mastering influence techniques, we help you drive results and build lasting relationships. Visit this page to elevate your sales expertise. Contact Us Today! office@amenaauto.me Follow us @ Linkedin | Youtube| Instagram | Facebook We express our sincere gratitude to all the veterans and experienced professionals in the automotive industry for their valuable input and advice when we write our articles. We take pride in our commitment to embracing technology, including AI, to enhance the quality of our articles.
AMENA Auto Monthly Review – August 2025
Introduction The global automotive landscape is undergoing a bold transformation, defined by record-shattering performance feats, advanced AI integration, and new standards in electrified mobility. Porsche is redefining in-car experiences with gaming and smarter AI controls, while Mercedes-AMG pushes endurance limits with its next-generation concept. At the same time, the industry faces headwinds, with tariff pressures threatening profitability for giants like Toyota, even as brands such as BYD, Hyundai, and BMW unveil breakthroughs that set fresh benchmarks in speed, design, and efficiency. Regional markets across the Middle East and Africa are also dynamic, driving forward with new launches, partnerships, and policies that reinforce their growing influence on the global stage. These developments highlight how global leaders and regional players alike are reshaping the future of mobility. Porsche Macan Enhanced with AI, Gaming & Smarter Controls Porsche’s updated all-electric Macan embraces next-generation comfort and infotainment with a revamped App Centre that turns the vehicle into an onboard entertainment console. Passengers can now access gaming (via AirConsole, Gameloft, Obscure Interactive) and media content—using a Bluetooth controller or touchscreen; an optional passenger display enables simultaneous use without distracting the driver. The enhanced Voice Pilot AI understands complex, conversational queries and includes an integrated on-board manual accessible by voice. Remote control via the My Porsche app now extends to the luggage compartments, including the front luggage compartment (frunk), when equipped with Porsche Connect. These upgrades reflect Porsche’s push towards richer digital experiences and seamless voice-driven usability. Mercedes-Benz Unveils Record-Shattering AMG GT XX Concept Mercedes-Benz’s Concept AMG GT XX has shattered endurance boundaries by covering 40,075 kilometres—the equivalent of circumnavigating the globe—in just over seven days during extreme testing at Nardò. Powered by three axial-flux motors and a direct-cooled battery, the concept also smashed the 24-hour distance record by surpassing it fourteenfold, showcasing next-generation AMG.EA drivetrain capability. Innovative features such as augmented-reality racing helmets, ergonomic 3D seat pads, illuminated paint, headlight-integrated speakers, and MBUX Fluid Light rear panels underscore AMG’s pioneering design ethos. Many of these technologies are slated to enter production in next year’s AMG.EA models. This record drive boosts Mercedes-AMG’s credentials in high-performance electrified vehicles. Tariffs forecast to deal Toyota a US $9.5 bn blow in FY2026 Toyota expects its financial year ending March 2026 operating profit to be slashed by 1.4 trillion yen (approximately US $9.5 billion), a 16 per cent reduction. This decline stems largely from increased US tariffs on vehicle imports and components, combined with rising material costs and a stronger yen. The company has adjusted its annual operating profit forecast to 3.2 trillion yen, down from 3.8 trillion yen. Despite these pressures, Toyota continues to push ahead with US production and plans a new vehicle factory in Japan. BYD’s Yangwang U9 Track Edition Sets EV Speed Record BYD’s luxury sub-brand Yangwang has set a new global EV top-speed record, with the U9 Track Edition reaching 472.41 km/h. Powered by a quad-motor platform delivering over 3,000 PS, the hypercar demonstrates extreme performance capability. Aerodynamic upgrades and a robust cooling system ensured stability at record-breaking speeds. The feat eclipses benchmarks set by leading European hypercars, reinforcing BYD’s engineering strength. It establishes Yangwang as a formidable player in the high-performance EV segment. Hyundai Teases Bold New Concept Ahead of IAA Mobility Hyundai has unveiled the first images of its upcoming concept vehicle, set to debut at IAA Mobility 2025 in Munich from 9–14 September. The design teaser hints at a fresh, electrified direction—visitors can explore it first-hand at Hyundai’s outdoor exhibit in Ludwigstraße. Over the coming days, Hyundai will release additional visuals spotlighting key design features. The concept is poised to evolve into a future IONIQ production model launching in early 2026. The phased reveal builds anticipation and underscores Hyundai’s forward-looking design strategy. Pure × McLaren Flex E-Scooter Garners Spotlight for Compact Power Pure’s new Flex e-scooter, developed in collaboration with McLaren, stands out for its ultra-compact design and high-performance engineering. It delivers a smooth, stable ride through Active Steering Stabilisation, accommodating tight urban storage needs. Powered by a 924 W motor paired with a 36 V battery, it offers up to 52 km of riding range and reaches speeds of 25 km/h. Its folding form factor—compact enough to fit into car boots or on transport racks—reflects practical urban-mobility design. The Flex blends racing-inspired flair with everyday convenience in a sleek, portable package. Mitsubishi Fuso and Foxconn Partner to Develop Zero-Emission Buses Mitsubishi Fuso and Foxconn have signed an MoU to jointly develop zero-emission buses, strengthening the Fuso bus brand. The collaboration includes their subsidiaries MFBM and Foxtron, focusing on research, production, and market expansion. Initial work will centre on Foxtron’s Model T and Model U prototypes. The agreement positions MFBM as a platform for both ICE and electrified bus operations. This alliance signals a step towards sustainable mass transit solutions across key global markets. Nissan Roox Redefines the Kei Car with Space, Style and Technology Nissan has unveiled the all-new Roox in Japan, raising standards in the kei car category. The model features a spacious, premium interior and advanced comfort innovations. It introduces a segment-first integrated 12.3-inch infotainment screen with Google built-in. Enhanced safety systems and improved efficiency strengthen its appeal to urban customers. With a refined design and upmarket feel, the Roox sets a new benchmark for compact mobility. Stellantis Introduces New Turbocharged Hybrid Powertrain Without Plug-In Requirement Stellantis has revealed a new 1.6-litre turbocharged four-cylinder hybrid engine designed for performance and efficiency. The system integrates dual motors with a hybrid control unit to balance power and economy. It will debut in the next Jeep Cherokee, delivering electrified torque alongside off-road capability. The powertrain is engineered to achieve competitive fuel efficiency without requiring external charging. This innovation underscores Stellantis’ strategy of broadening hybrid options across its portfolio. Nissan sells India plant stake to Renault for US $404 million Nissan has completed the sale of its 51 per cent stake in the Chennai-based joint venture (RNAIPL) to Renault, making the plant a fully owned Renault facility. Going forward, Nissan models will
Automotive Sales Mastery: Series 6: Closing (Sealing the Deal with Confidence) and Follow-Up
Closing a sale is the culmination of all your efforts throughout the sales process. It’s the moment of truth, where trust, rapport, and negotiation come together. In the MENA Automotive market, where customer expectations are high, closing effectively requires strategy, empathy, and impeccable timing. This article explores the best practices and techniques for mastering the art of closing. Understanding the Importance of Closing Closing isn’t just about getting a signature; it’s about ensuring the customer feels confident and satisfied with their decision. A successful close: 1. Confirms Commitment: Solidifies the customer’s decision to purchase. 2. Eliminates Doubts: Reassures the customer by addressing lingering concerns. 3. Strengthens Relationships: Leaves a positive impression that fosters loyalty. Best Practices for Closing the Sale Recognise Buying Signals: * Pay attention to verbal and non-verbal cues such as repeated compliments about the car, inquiring about financing, or discussing delivery dates. Choose the Right Closing Technique: * Assumptive Close: Proceed as if the customer has already decided. For example, “Shall we finalise the paperwork?” * Alternative Choice Close: Offer two positive options. For instance, “Would you prefer the standard package or the deluxe package?” * Summary Close: Recap the car’s benefits and how they align with the customer’s needs. “You mentioned safety and comfort were priorities, and this model excels in both. Shall we proceed?” Address Objections Before Closing: * If objections arise, handle them confidently and empathetically. Use techniques like the “what if” strategy to resolve concerns. For example, “What if we include a complimentary maintenance package?” Create Urgency Without Pressure: * Highlight time-sensitive promotions or limited inventory subtly. For example, “This colour is in high demand and may not be available for long.” Reinforce the Decision: * Once the customer agrees, celebrate their choice. Say, “Congratulations! You’ve made an excellent decision.” This affirmation builds confidence and excitement. Avoiding Common Closing Mistakes Don’t Rush: Allow the customer to arrive at their decision naturally. Avoid Overloading Information: Keep the focus on key benefits rather than introducing new details at the last moment. Don’t Neglect Post-Close Engagement: Ensure the customer feels valued even after signing. Follow-Up – Turning Sales into Loyalty The follow-up stage is where exceptional salesmanship truly shines. It’s an opportunity to reinforce the customer’s decision, address any post-purchase concerns, and nurture a lasting relationship. Why Follow-Up Matters Follow-up is critical for: Enhancing Customer Satisfaction: Ensures the customer’s experience remains positive after the sale. Building Long-Term Loyalty: Keeps your dealership top-of-mind for future purchases. Driving Referrals: Satisfied customers are more likely to recommend your services. Effective Follow-Up Strategies The Immediate Follow-Up Call: * Contact the customer within 24 hours of the sale. Use this opportunity to thank them and confirm their satisfaction. * Example: “Hi, I just wanted to thank you again for your purchase and ensure everything is in order. Is there anything else you’d like to discuss?” Provide Additional Information: * Share helpful resources like user manuals, warranty details, or tips on optimising their new car’s features. * Example: “I realised I forgot to mention how to set up the infotainment system. Let me walk you through it.” Ongoing Engagement: * Schedule periodic check-ins to ensure the customer remains happy with their purchase. Mark significant milestones like the car’s first service or anniversary. * Example: “It’s been six months since your purchase. How has the car been performing for you?” Personalise Your Approach: * Tailor follow-up communication to the customer’s preferences and needs. For example, a family-oriented buyer might appreciate updates on safety recalls, while a tech enthusiast might value tips on software updates. Encourage Reviews and Referrals: * Politely ask the customer to share their positive experience online or refer friends and family. For example, “If you’ve enjoyed your experience, we’d love for you to share a review. It helps us serve customers like you better.” Avoiding Common Follow-Up Pitfalls Don’t Be Inconsistent: Follow up with every customer, not just those you perceive as high-priority. Avoid Being Transactional: Focus on building relationships rather than pushing additional sales too soon. Don’t Delay: Prompt follow-up shows professionalism and care. Conclusion Closing and follow-up are interconnected stages that define the customer’s experience. Mastering these ensures not only a successful sale but also a satisfied and loyal customer who will return to your dealership for years to come.
Mystery Shopping: The Unseen Driver of Automotive Excellence and Customer Delight
In the dynamic realm of the Automotive industry, the concept of mystery shopping has risen as a pivotal mechanism for fostering customer satisfaction and achieving operational excellence. This strategic instrument transcends mere evaluative functions; it delves into the essence of the consumer experience, from the initial engagement to the provision of after-sales services, ensuring that each interaction is in harmony with the brand’s ethos. Mystery shopping within the Automotive domain acts as a critical lens, offering a transparent view of the consumer journey, highlighting exemplary areas and those necessitating refinement. This approach is not solely about identifying shortcomings; it embodies a proactive stance towards crafting an experience that resonates deeply with clients, nurturing loyalty and encouraging repeat business. A principal benefit of mystery shopping lies in its capacity to offer a holistic overview of the customer journey. It conducts a thorough analysis ranging from the consumer’s initial requirements and experiences to the nuanced obstacles they might encounter, providing pragmatic insights for improvement. This detailed scrutiny assists Automotive enterprises in not only fulfilling but surpassing customer expectations, ensuring a fluid transition from exploration to purchase and beyond. Given the above, it is no wonder that OEMs and Dealerships are turning to mystery shopping as an indispensable tool for gaining a competitive edge. As a strategic asset, mystery shopping transcends the traditional evaluations—it delves into the very core of the customer experience, from the initial interaction to the quality of Aftersales support, aligning every touchpoint with the brand’s vision. AMENA’s Mystery Shopping Service Offers an unparalleled window into the customer’s journey, bringing to light areas of commendable performance and those that require attention. It’s an active endeavour to sculpt experiences that resonate, fostering loyalty and stimulating continuous business. OEMs and Dealers can utilise mystery shopping to gain a complete picture of the customer journey, drawing upon insights from both their own operations and those of their competitors. This broad perspective enables them to go beyond meeting expectations to exceed them, thus ensuring a smooth transition from browsing to buying. The real benefit of mystery shopping lies in its capacity to enact strategic transformation. By refining the customer experience to meet today’s high standards, it acts not just as a measure but as a beacon guiding automotive businesses toward unmatched service excellence and operational efficacy. At its heart, mystery shopping commits to elevating the customer interaction to an art form, ensuring that Automotive companies not only meet but define the standards in a highly competitive market. The direct feedback garnered from mystery shopping is often more telling than traditional feedback methods. This candid insight allows businesses to truly gauge the effectiveness of their strategies and operations from the customer’s viewpoint. Incorporating technology, AMENA enhances mystery shopping with advanced tools and software, offering detailed, actionable data. This might include measuring showroom engagement or evaluating communication tactics, thereby expanding the precision and reach of the mystery shopping program. Particularly in the GCC region, where Automotive excellence is not a luxury but an expectation, mystery shopping is crucial. It is a tool that maintains competitive advantage and ensures services align with the high standards expected by customers. The feedback from mystery shopping also plays a critical role in training and development within Automotive firms. By pinpointing specific areas needing improvement, training can be tailored effectively, enhancing customer service and satisfaction. In conclusion, mystery shopping is not just a tactic—it’s a holistic strategy that enhances customer experience. It’s about understanding and surpassing customer expectations and securing a leading position in service excellence. By utilising AMENA’s mystery shopping services, Automotive businesses can ensure that they satisfy and captivate their clientele, driving loyalty and ensuring long-term success in the automotive arena. Follow us @ Linkedin | Youtube| Instagram | Facebook We express our sincere gratitude to all the veterans and experienced professionals in the automotive industry for their valuable input and advice when we write our articles. We take pride in our commitment to embracing technology, including AI, to enhance the quality of our articles.
AMENA and Georgian College Bring Bespoke Automotive Qualifications to the MENA Region
The Automotive industry across the Middle East and North Africa is evolving rapidly. Market growth, digital transformation, electrification, and rising customer expectations are all driving the need for new skills, new thinking, and new leadership at every level. Recognising this, AMENA and Georgian College have partnered to launch a suite of bespoke, regionally adapted qualifications for the MENA Automotive sector. Designed specifically for OEMs and Dealers/Importers, the new programmes will help businesses across the region to develop high-performing teams and future-ready leaders. Following an exclusive VIP Executive Workshop in Dubai, the first cohort of the new programme is set to commence in the third week of October 2025 — marking the start of an exciting new chapter for Automotive education and leadership development in the region. A Shared Vision for Industry Excellence The collaboration between AMENA — the region’s leading Automotive consultancy and training partner — and Georgian College — one of the world’s most respected Automotive business education providers — is built on a shared vision: * To create world-class, regionally relevant, and practically focused qualifications for MENA’s Automotive professionals. * To bridge the gap between academic excellence and the operational realities of OEM and Dealer/Importer businesses in the Middle East. * To support sales growth, aftersales excellence, customer experience leadership, and sustainable business performance across the region. Alan Whaley, Chairman of AMENA: “We are proud to partner with Georgian College to bring this new level of professional development to the MENA region. This is not off-the-shelf training — it is designed with and for our industry leaders to help them build stronger, more competitive businesses.” Industry Leaders Gather in Dubai To launch the partnership, AMENA and Georgian College hosted an invitation-only VIP Executive Workshop at the Grand Hyatt Dubai. The event convened senior executives and decision-makers from some of the region’s most respected OEMs and Dealers/Importers. Participants engaged in a focused dialogue on the leadership, operational, and customer experience challenges shaping the future of the industry. Sessions explored how training must evolve to meet today’s demands — moving beyond theory to deliver practical competencies that drive business results in areas such as: * Sales performance * Aftersales leadership * Parts and service profitability * CSI, NPS, and customer experience innovation * Financial management and strategic planning Attendees also provided direct input to help shape the content and delivery of the new programmes — ensuring they are fully aligned with the operational realities of MENA Automotive businesses. What the Programmes Will Deliver The new suite of qualifications is built around seven key modules: * Dealership Management * Financial Management * Customer Experience (including CSI and NPS) * New and Pre-Owned Sales Management * Parts and Accessories Management * Service Management * Strategic Business Planning Key features of the programmes include: * Modular delivery — flexible for busy working professionals * Blended learning — combining classroom, virtual, and self-paced components * Actionable outcomes — each participant will develop practical strategies for their own business * Regional adaptation — all content is aligned to MENA market and cultural dynamics The first cohort will launch in October 2025, with registration now open to OEM and Dealer/Importer partners across the region. A Partnership Built for Lasting Impact For Georgian College, this marks an exciting extension of its global leadership in Automotive education — bringing over 30 years of expertise to a fast-growing and dynamic MENA market. Kevin Weaver, President and CEO of Georgian College: “We’re proud to bring our decades of Canadian experience to this transformative partnership with AMENA, informed by local needs and designed to reflect the diverse realities, complexities and opportunities in the region. Together, we’ll inspire and empower today and tomorrow’s leaders with the strategic insights, best practices and tenacious drive to elevate the standards and future of the automotive industry.” For AMENA, this initiative is a natural extension of its mission to help OEMs and Dealers/Importers achieve greater success across: * Sales * Aftersales * Parts * CSI & NPS * Customer Experience Through this partnership, AMENA and Georgian College are offering its industry partners new pathways to build talent, drive profitability, and strengthen customer loyalty. Shaping the Future of Automotive Leadership in MENA With the launch of this initiative, Automotive businesses across the MENA region now have access to world-class qualifications designed specifically for their needs. OEMs and Dealers/Importers who participate will benefit from: * Enhanced leadership pipelines * Stronger business performance * Higher levels of customer satisfaction and loyalty * A more professionalised and future-ready workforce The journey begins in October — and AMENA and Georgian College look forward to working with forward-thinking Automotive leaders to shape the next generation of industry excellence. Partner with AMENA At AMENA, we help our partners Find More, Win More, and Keep More Clients — profitably. Our expertise spans Sales, Services, Parts, CSI, NPS, and Customer Experience — and through this new training partnership with Georgian College, we are offering even greater value to OEMs and Dealers/Importers seeking to elevate their performance. If you would like to explore how your business can participate in the new qualifications or partner with AMENA to drive growth, please visit www.amenaauto.me. Contact Us Today at office@amenaauto.me Follow us @ Linkedin | Youtube| Instagram | Facebook We express our sincere gratitude to all the veterans and experienced professionals in the automotive industry for their valuable input and advice when we write our articles. We take pride in our commitment to embracing technology, including AI, to enhance the quality of our articles. Watch the video here: https://youtu.be/x4n7wkZ1pb0?si=V7U4i_Mr8JCeuemz