The Middle East's premier motoring consumer event will be showcasing the finest tuning and modification companies, for those who want something a little different

Dubai - Motoring enthusiasts across the GCC are known for their eclectic tastes, resulting in an automotive landscape like nowhere else in the world. For many car and motorcycle owners in the region, personalisation represents the ultimate in luxury, resulting in countless unique, bespoke vehicles that reflect their owners’ personalities and status.

To meet the very specific demands of the Middle East’s image-conscious drivers and bikers, a number of specialist companies have set up in the region, catering to every whim, taste and budget. And visitors to the 2017 Dubai International Motor Show, the Middle East’s premier automotive event, running from 14-18 November at Dubai World Trade Centre (DWTC), will witness first-hand some of these remarkable creations, as well as discover how vehicles are modified to meet demand with interactive displays that will leave car fans wondering how they can personalize their vehicles.

Such is the demand for that special personal touch, organisers of the 2017 Dubai International Motor Show have created a Tune & Style sector, which is dedicated to tuning, components and related services, and is one of five specialist segments at the five-day event.

“The aftermarket and tuning sector is an incredibly important segment of the motoring industry,” said Trixie LohMirmand, Senior Vice President, Exhibitions and Events Management, DWTC.

“Sectorisation of the show presents exhibitors with a tailored, unique platform to showcase their latest products and services and gain easier access to their target audience. This is a region of car lovers and enthusiasts pay keen attention to their vehicles, often spending huge amounts of money to make them unique and personal,” LohMirmand added.

Brabus, one of the world’s most-respected tuning companies, will be unveiling its latest modified Mercedes-Benz and Maybach models during the five-day show. Sven Gramm, Head of PR/Advertising at Brabus, says the German company, which has operations in Dubai, will be displaying no fewer than 10 cars, with the potential addition of modified classic convertibles to the stand. Six of the vehicles will be unveiled for the first time in the region, while the Brabus 850 ‘Buscemi Edition’, which is based on the G63 – one of the GCC’s most iconic cars – will enjoy its global premiere.

The aftermarket sector is about much more than weird and wonderful personalisation, and many car owners in the Middle East invest in simple modifications such as window tinting. Auto Millennium Group is the Official Tint Partner with Llumar at the 2017 Dubai International Motor Show and will be showcasing its 13 different businesses on its impressive stand, and is promising to entertain and inform visitors with a range of interactive displays.

Deborah Jucker, Auto Millennium’s Director of Sales and Marketing, added that to demonstrate the effectiveness of the company’s products and treatments, visitors to the stand will be encouraged to throw liquid and other items at a car that has been coated with 3M Scotchgard Vehicle Protector, to show how it withstands any “unwanted dirt”.

Sharing space in Hall 7 will be Autodata Middle East, the GCC’s preeminent provider of vehicle identification and pricing information to the automotive industry, government, banks and insurers alike. Unique to this region. Autodata says its credibility and success are “based on independent research resulting in authoritative, accurate and unbiased information.” If you’ve ever been curious as to how a car’s resale value is set, a visit to Autodata Middle East will be a must.

Wail Motorsport Engineering will showcase its vast range of performance motorsport parts exhaust systems, turbo kits and ECU mapping upgrades. “Every aspect of our exhausts design and manufacture is focused on improving performance and reliability,” said a Wail Motorsport Engineering spokesperson. “The exhaust system is often the last part of the Race or Performance car to be built. It needs to work in a very confined space and will often be expected to provide extra power, survive massive rpm, weigh very little and fit a budget.”

The Tune & Style sector will host a special display of 10 modified cars, in collaboration with Top Performance magazine. The cars, a mix of sports cars, classics, SUVs and pick-ups, will feature upgrades and modifications from some of the world’s leading tuning companies.

The 2017 Dubai International Motor Show is open from 6pm to 10pm on Tuesday, 14 November; 11am to 10pm on 15 November; 11am to 11pm on 16 November and 17 November; and from 11am to 10pm on 18 November.

With online day tickets available from only AED 50, on-site tickets start from AED 65 for single-day entry or AED 100 for a two-day ticket, with children under 12 entering free. Children under the age of 16 must be accompanied by an adult. For more information visit www.dubaimotorshow.com

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© Press Release 2017