We’re thrilled to welcome Rami Sahawneh, Regional Director for AutoExcellence For Service & Parts, to the upcoming Lubricant Expo Middle East. With a sharp focus on growth, sustainability, and market agility, Rami brings deep insights into the evolving automotive landscape across the Middle East and Africa.
From navigating electrification trends to redefining customer expectations around quality and performance, his leadership is shaping the future of mobility. In our exclusive interview, Rami shares how strong partnerships, technical innovation, and customer-centric strategies are powering transformation in the lubricants and battery sectors.
Tell us about yourself, what are your key priorities and responsibilities within your role?
As the Regional Director for Lubricants and Batteries, my main focus is driving growth, profitability, and long-term sustainability. In simple terms, my role is about making sure our brands perform strongly in the market from developing go-to-market plans and improving trade terms, to ensuring we have the right products, pricing, and availability across all channels.
A big part of what I do is identifying new opportunities, whether that’s expanding our existing brands or introducing new ones that fit emerging market needs. I also work closely with our supply chain and sales teams to keep operations running smoothly maintaining stock levels, accurate forecasting, and consistent customer support.
Beyond numbers and margins, I believe success comes from strong relationships both with our suppliers and within our own teams. That collaboration is what helps us stay competitive and deliver real value to customers.
At the end of the day, my goal is to build a business that’s not only profitable but also agile and future ready one that continues to grow while adapting to the fast-changing automotive landscape.
How would you describe the current automotive market across the Middle East and Africa from your vantage point as Director for Lubricants and Batteries?
The automotive market across the Middle East and Africa is undergoing a significant transformation, shaped by evolving mobility trends, regulatory shifts, and a renewed focus on sustainability. Demand in the Middle East remains strong, driven by population growth, infrastructure development, and expanding vehicle ownership. At the same time, electrification and hybrid mobility are accelerating creating new opportunities for energy, lubricant, and battery players to adapt and innovate.
Across Africa, the fundamentals are equally promising, though markets vary widely in maturity. Rising urbanization and the gradual localization of assembly and parts manufacturing are improving supply resilience and aftermarket potential. Despite challenges such as currency pressures and import dependency, the demand for affordable mobility and reliable maintenance solutions continues to grow.
For the lubricants and battery segments, this evolution translates into expanding demand for high performance, longer drain lubricants and advanced battery technologies suitable for both traditional and hybrid vehicles. The aftermarket remains a key driver, supported by fleet growth, aging vehicle populations, and increased awareness of quality maintenance.
Overall, MEA is a region of strong fundamentals and emerging innovation where businesses that combine technical expertise, local partnerships, and customer focus are best positioned to lead the next phase of growth.
How are customer preferences changing when it comes to quality, performance, and sustainability in automotive lubricants and batteries?
Over recent years, I’ve observed a clear shift in what customers expect from lubricants and batteries, especially here in the Gulf and across the Middle East. First, quality is no longer optional. Buyers demand formulations that can withstand extreme heat, dust, and heavy cycles. They expect products that reduce wear, preserve engine health, and deliver consistent performance under harsh conditions.
On performance, the bar is rising. Longer service intervals, better thermal stability, and compatibility with newer engine technologies (turbochargers, variable valve timing, hybrids) are becoming baseline expectations. In the battery space, drivers expect higher cycle life, faster recharge rates, better cold-start capability, and reliable performance over time even under grid or charging variability.
When it comes to sustainability, people are becoming more conscious and informed. Fleet operators and individual customers alike are asking about cleaner formulations, reduced emissions, and products that help improve fuel efficiency. They may not all say “green,” but they’re looking for smarter, more efficient solutions that make a difference.
What’s exciting is that this shift isn’t just driven by regulation it’s driven by awareness. Customers want brands they can trust, products that perform, and companies that genuinely care about the environment and the communities they serve.
Have you observed any major changes in consumer behaviour or distribution models across the region following recent global disruptions?
In the past few years, the automotive lubricants and battery market in the GCC and Middle East has evolved faster than ever before. The disruptions we’ve seen globally from supply chain constraints to shifts in consumer spending have actually accelerated positive change in how people buy, service, and value their vehicles. Customers today are far more informed and selective; they expect reliability, transparency, and easy access to trusted brands.
On the consumer side, I’ve seen people become more cautious and discerning. They don’t just grab the cheapest option anymore they compare brands, check for certifications, look for better warranties, and ask more about origin and sustainability. There’s also a growing willingness to order online or through apps, especially for batteries, with home delivery or workshop fulfilment. That’s a shift: people expect convenience as much as performance.
In distribution, traditional channels are being challenged. Distributors and suppliers are increasingly building hybrid models combining direct-to-dealer approaches, digital platforms, and selective retail partnerships. Service networks are also evolving, integrating quick-lube shops, click-and-collect points, and better logistics.
Overall, the market has become more agile more digital, more transparent, and ultimately more customer-driven.
Why are events like Lubricant Expo Middle East important for your industry?
Events like Lubricant Expo Middle East are incredibly important for our industry because they bring together all the key players, manufacturers, distributors, technology providers, and customers under one roof. In a fast-changing market like ours, where innovation and sustainability are becoming central themes, having a platform to exchange ideas and learn from one another is invaluable.
For me, these events are more than exhibitions, they’re conversations. You get to hear directly from customers, understand the challenges others are facing, and see firsthand how technology and product development are moving forward. It’s where partnerships are formed and new opportunities often begin.
For the lubricants and battery sectors in particular, this kind of dialogue is essential. We’re all navigating the same transitions cleaner energy, longer-life products, digitalization, and new service models and collaboration is what drives real progress.
What I appreciate most is the sense of community it creates. Whether you’re a supplier, a brand, or a customer, everyone leaves more informed and inspired. Events like this remind us that our industry isn’t just about products it’s about people working together to shape the future of mobility across the region
Secure Your Spot!
Join Rami Sahawneh at Lubricant Expo Middle East at his session Automotive Market Trends in the Region on 20 January, 1:40–2:40pm.
