Aftermarket Business World columnist Larry Silvey says customization could be the easiest and fastest way to enter the growing Middle East automotive sector in his column, “Auto customization is growing in the Middle East.”
There is no shortage of affluent consumers in the Middle East. In fact, three Middle East countries rank in the top 10 richest countries in the world. The region already is a target for companies that offer pricey products or services. Super rich consumers enjoy flaunting their wealth by parading about in a variety of highly customized vehicles.
Silvey quotes a Specialty Equipment Market Association (SEMA) article that says the United Arab Emirates has a strong multi-car-per-family culture. Some customers have four or five vehicles, including sedans, SUVs and a sports cars. Sort of a car for every occasion approach. Many of these customers want highly customized vehicles so that they are one-of-a-kind vehicles. In other words, it has to be “personally tailored” so that it stands out as something that no one else in the world has. Some customers want bright, flashy paint schemes while others seek detailed embroidery.
These super rich customers turn to dealerships for customization because there are few high-end quality customizers in the region. Click here to read the entire article.