8 minute read
THE NETFLIX OF TYRES
Al Masaood TBA’ general manager Salah Adib talks offering the Netflix experience to the tyre market and supporting drivers switching to electric charging in the UAE
OUT OF THE BOX
THINKING
By bringing Bridgestone’s MOBOX subscription service to the region, Al Masaood TBA Division has found itself at the very head of the curve when it comes to offering genuinely new ideas and ways for consumers to ease their financial worries as well as the stress of maintaining their vehicles. Talking to T&FME, general manager Salah Adib, explains that while his business is pleased to be the first to offer the so-called Netflix of tyres outside of Europe, it will continue to pioneer sustainable services and products in a much more digitalise world.
For the benefit of our readers, please give an overview of MOBOX by Bridgestone – and what are the benefits for the customer?
MOBOX is a new and efficient mobility solution by Bridgestone that caters to customers’ vehicle maintenance needs. It is basically a subscription package that offers a customisable range of services, including tyres, full warranty and other vehicle-related services, for a set monthly fee. Over the years, we have noticed that vehicle maintenance could be considered an inconvenient and expensive factor for a car owner. The MOBOX service has been rolled out to alleviate this inconvenience, and present an overall approach to facilitate car maintenance in a convenient, easy, and seamless manner. After its success in Europe, Al Masaood TBA was the first Bridgestone partner to pilot this solution in the MENA region, owing to the increased demand for proper vehicle maintenance in Abu Dhabi. It reduces the possibility of unexpected bills, which can arise due to tyre malfunctions, through its set monthly payment options. MOBOX offers three packages – MOBOX Light, MOBOX Plus, and MOBOX Premium – which include 2/4 tyres and services like tubeless valves,
The world is witnessing a transition to a more serviceoriented economy”
tyre fitting, wheel balancing, nitrogen filling, wheel alignment, tyre rotation, aircon services, and a full warranty. The MOBOX solution was designed to reduce the risk of unexpected bills due to various vehicle malfunctions and to make vehicle maintenance easier for customers.
Do you think it changes the way the customer approach a company such as yours? For instance, does it encourage them to come to your Al Ain and Abu Dhabi facilities to change their tyres more often?
We noticed vehicle maintenance was a hassle for customers, so in partnership with Bridgestone, we rolled out this solution in Abu Dhabi, Al Ain, and the Western Region to provide customers with a simple and cost-effective solution to address their needs. Since its roll out in 2021, we have recorded a notable growth in MOBOX subscriptions, with over 500 contracts already sold and no let-up in fresh subscribers.
Al Masaood Tyres, Batteries, and Accessories (TBA) Division is the first company to market the solution outside of Europe, and you have also been awarded for it — how did that come about?
Across the world, businesses are witnessing a transition from a product- based economy to a more service-oriented one. Adapting to the pace of consumer demands, which has seen a move from products to overall package services, our partner, Bridgestone’s MOBOX solutions in Europe, looked promising to us, and we realised that it would add greater value and make vehicle maintenance convenient for our customers in the emirate of Abu Dhabi.
The UAE as well has been rapidly progressing in terms of digitalisation, and we can see more and more consumers adopting the subscription model in food and lifestyle services. We considered it the right time to introduce MOBOX during this period considering the changing consumer trends and preferences in the UAE.
Since introducing MOBOX, we’ve seen a positive response from our customers, which prompted our principal Bridgestone to award us with the ‘Global MOBOX Award’. This award is basically in recognition of our efforts in launching the all-in-one MOBOX service in Abu Dhabi as the first pilot in the MENA region.
You have had such a successful launch. What do you think this says about We are seeing a shift towards more sustainable mobility methods. How is TBA keeping up with this – especially on the drive towards EV adoption?
the market’s appetite for Netflix-style subscription services – particularly when it comes to the auto market here?
Customers find easy and accessible services convenient for their lifestyles. Recent trends have them expecting subscription-based services like Netflix or Amazon, where their payment and service solutions are made easy. This has raised the desire for efficient and seamless solutions, which gives MOBOX an upper hand. At Al Masaood Tyres, Batteries and Accessories, we always seek modern and simple solutions that meet customer trends and expectations. Customer preferences and feedback is our top priority.
ADAPTING TO THE PACE OF CHANGE
Salah Adib says that Al Masaood saw potential in MOBOX to help it match the UAE’s rapid progress in digitalisation. Experts from various sectors have been cooperating to further improve the energy efficiency and environmental friendliness of future tyres, especially during the phases of production, usage, and recycling. They have highlighted the necessity to guarantee sustainability, especially in production processes, and to replace tyre components with more eco-friendly material.
As far as we are concerned, TBA is installing EV chargers in some of its prime retail outlets in Abu Dhabi to support the transition from the traditional fuelbased vehicles to EVs. As a Bridgestone authorised dealer, we are aware that the firm is making investments in tyre development technologies to support EVs on a worldwide scale. Bridgestone anticipates changing its tyre offering to address some of the more prevalent EV issues.
Can you tell us more about TBA’s collaborations for driver safety and tyre health?
At Al Masaood TBA, our priority is to preserve the safety of our community on the road. Over the past several years, we have participated in the Summer Road Safety campaigns rolled out by Abu Dhabi Police. In Ramadan this year, we partnered with Bridgestone – for the second time – in their Eyes on Road campaign. Throughout this campaign, truck drivers were given free health check-ups at various truck stops, with a dedicated physiotherapist conducting comprehensive movement, spine, and posture screenings for the truck drivers. A nutritionist was also on board, offering them appropriate diet plans to stay physically and mentally healthy during the holy month – given the extended hours they spend on the road.
Also early in the summer, we teamed up with Bridgestone, the Integrated Transport Centre in Abu Dhabi and Road Safety UAE to raise awareness about tyre safety among truck drivers, especially with the rising during the summer months. Our technical team carried out truck tyre inspections at the Mussafah truck weighing station in Abu Dhabi. Throughout the campaign a total of 276 truck tyres were examined, and our service team gave technical advice to help trucks drivers and road users take better care of their tyres and keep their vehicles running at optimal performance.
TOTALENERGIES’ FOCUS
TotalEnergies: A longstanding energy and mobility partner in the UAE
TotalEnergies is a global multienergy company that produces and markets energies: oil and biofuels, natural gas and green gases, renewables and electricity.
Its more than 100,000 employees are committed to energy that is ever more affordable, cleaner, more reliable and accessible to as many people as possible.
Active in more than 130 countries, the firm puts sustainable development in all its dimensions at the heart of its projects and operations to contribute to the well-being of people.
TotalEnergies has been present in the UAE for more than 80 years where it has built a longstanding presence, reflected by the size and diversity of its multi-energy assets and partnerships.
The organisation is today the first foreign company active in the country, with all its businesses present. In 2021, equity production stood at 280,000 barrels of oil equivalent per day (boe/d).
TotalEnergies has been active in the UAE’s power generation since 2001 through the Taweelah desalination plant and power station, producing around 10% of Abu Dhabi’s water and electricity needs, in partnership with TAQA.
In renewables, TotalEnergies (20%) is a partner of Masdar and ADPF in the UAE’s first Concentrated Solar Power plant, which was inaugurated in 2013 with a capacity of 109 MW.
The company continues to grow in the solar sector in the country, especially in the field of distributed generation where it holds a leading position.
TotalEnergies Marketing Middle East (TEMME) is a fully owned subsidiary based in Dubai.
It is active in manufacturing and marketing of the entire range of automotive, industrial, marine lubricants & greases in the entire Middle East and Central Asian regions. Its vision is to become a trusted partner in mobility transition while strengthening its leadership position in lubricants in the region.
Overseeing the regional operation is Karine Singh, Managing Director, TEMME. Based in Dubai UAE, she is leading a transformation of TEMME to match a rapid transition in mobility in the region.
The focus, says Karine Singh, is on a customer centric-approach.
With over two decades of working in TotalEnergies, she is the first woman managing director of TEMME. “Our business strategy aims at developing profitable and sustainable business models with a strong focus on health, safety, environment and quality,” remarks Karine Singh.
TotalEnergies’ ambition is to reinvent the way energy is produced and consumed to get to net zero by 2050, together with society”
Karine Singh, Managing Director, TotalEnergies Marketing Middle East FZE
TotalEnergies Marketing Middle East (TEMME) serves a wide range of customers across the region with support from:
3rd Largest Blending Plant of TotalEnergies worldwide in terms of capacity;
27 Distributors in 13 countries;
4 Sales Channels – Direct UAE; Distributors; Group Affiliates (including 45 in Asia and Africa); Lubmarine
72 Hours TEMME promises to deliver to customers in the UAE within three days;
Own Warehouses Ensures rapid order fulfillment;
Regional Hub Provides training and support, as well as supply to customers located across the region.
