On December 9, 2025, at the BRIDGE Summit, the Cartea booth was honored to invite Mr. Prem, Business Head of Service My Car — a leading automotive service platform in the UAE — to the stage for an exclusive interview. This interview focused on topics such as the development of the UAE automotive after-sales market, digital transformation, regional expansion, and the evolution of the Middle East automotive service ecosystem. The full interview transcript is as follows:

Q1: As a leading automotive service platform in the UAE, how do you see the current development trend of the local car service market? And what are the key pain points? Is demand still growing?

Mr. Prem: “The UAE car service market continues to grow steadily. The country has one of the highest vehicle ownership rates globally—over 540 cars per 1,000 people—which naturally drives strong aftersales demand. Today, the UAE aftersales market is valued at around USD 7 billion, with forecasts indicating a 3.5–3.8% CAGR over the next five years, reaching USD 8.4–10.5 billion by 2030–33.

A major trend shaping this growth is the rapid rise of Chinese brands, which will significantly expand the multi-brand aftersales segment as more vehicles move out of warranty.

At the same time, technology is advancing—EVs, ADAS, and connected systems—which creates a skills & capability gap in traditional workshops. Industry-wide pain points remain: parts delays, inconsistent pricing and quality, long waiting times, lack of standardization, and limited customer trust.

So yes, demand is firmly growing, but it is clearly shifting toward organised, digital, transparent platforms like Service My Car, where customers get the convenience and clarity they expect today.”

“And all these market shifts really just mirror how customers themselves have changed over the years.”

Q2: How open are customers to shifting from traditional workshop visits to online or door-to-door services?

Mr. Prem: “Customer behavior has transformed dramatically.

From 1965–2015, the Traditional Era, customers relied fully on physical workshops—four visits a year due to mineral oil, frequent breakdowns, limited choices, and high spending. Brand loyalty was strong.

From 2016–2021, the Digital Era began. Synthetic oils reduced workshop visits, vehicles became more reliable, and customers started comparing prices and alternatives online. Convenience and transparency became key.

From 2021 onwards, we entered the AI Era. Customers are digitally empowered—they want hassle-free booking, clear pricing, real-time updates, and door-to-door service. AI gives them full information instantly, so trust and transparency matter more than location or brand.

That’s why platform-based models like Service My Car are becoming the natural choice.”

“And their feedback tells us very clearly what they value most.”

Q3: What satisfaction trends do you see, and which service categories are most in demand?

Mr. Prem: “Customer feedback has been very positive—especially around convenience, transparency, and real-time updates. Our repeat customer rate is strong, and pickup & drop continues to be the biggest delight factor. Customers can track every stage live—from pickup to inspection, estimation, parts, progress, and final delivery.

In terms of demand, routine maintenance leads: minor/major service, brakes, AC repairs, and diagnostics. We’re also seeing rapid growth in mobile service and lifecycle services like insurance renewal, RTA renewal, and vehicle evaluation.

While core services drive volume, the real shift we see is customers wanting a single trusted platform for the entire lifecycle.”

“And that naturally brings us to the extended services customers are now asking for.”

Q4: Are your extended services well-received? Do you plan to build a full one-stop platform?

Mr. Prem: “Yes, our extended services—vehicle evaluations, insurance, registration renewal, and used-car listings—are very well received. Customers prefer one trusted platform rather than coordinating with multiple vendors. Busy professionals and expats especially value this.

We absolutely see the future as a fully integrated one-stop automotive platform. Over time, we plan to connect service history, evaluations, insurance, renewals, and resale into a seamless digital journey. One app that manages the complete life cycle of the car—from purchase to maintenance to upgrade.”

“As we expand services, trust becomes even more critical.”

Q5: How do you convince customers of your workmanship and warranty promises?

Mr. Prem: “Trust is the foundation of our business.

First, we offer a 12-month warranty on parts and labour—rare in the market—because we use genuine, high-quality parts and maintain strong QC standards.

Second, our partner workshops are carefully selected. Many are ISO and ESMA certified, and go through our own assessments for facility quality, technical competency, tools, and processes.

Third, transparency: customers receive digital inspections, photos, videos, and clear estimates, giving them confidence even before work starts.

All of this builds a consistent, trustworthy experience.”

“And technology plays a big role in maintaining that consistency.”

Q6: Which areas require the biggest tech investment, and how do you ensure efficiency?

Mr. Prem: “Our first investment is in our IT Infrastructure —ie CRM system which manage booking, pickup, inspection, workflow, and delivery. This runs on AWS for scalability and reliability, and we maintain strict PCI-DSS compliance for data protection.

Second, logistics—our pickup-and-drop fleet is a major investment because it defines the customer journey.

Third, digital marketing—customer acquisition in a digital ecosystem is a substantial cost.

To ensure efficiency, we use system-driven dashboards that track lead times at every stage, identify delays instantly, and ensure predictable turnaround times. Customer feedback loops help us refine processes continuously.”

“And as we scale this model, expansion becomes our next focus.”

Q7: What is your market entry strategy for KSA and Oman?

Mr. Prem: “We follow a phased market-entry model. We plan to enter KSA in 2026, driven by strong long-term growth from Vision 2030, non-oil sector expansion, and foreign investment. We replicate our core model—pickup & drop, easy booking, paperless workflows—while building strong local workshop networks.

Local adjustments are essential: Saudi customers expect faster pickup times, Oman prefers more personal communication, and payment methods differ. KSA needs Mada and local wallets, while Oman still uses more traditional payments. Logistics are redesigned based on geography and travel distances.

But our core value remains: convenience, transparency, and consistent service.”

“And regardless of country, we also handle the rising demand for high-end vehicles.”

Q8: How do you handle luxury vehicle requirements?

Mr. Prem: “We already service high-end brands—Rolls-Royce, FerrariUAE FerrariBahrain FerrariQatar FerrariKSA FerrariEgypt FerrariKuwait FerrariOman Ferrari, BentleyUAE Bentley, PorscheUAE PorscheBahrain PorscheEgypt PorscheKSA PorscheOman PorscheQatar PorscheKuwait Porsche—so this is not new for us. Luxury cars require higher technical skill and higher customer expectation.

We ensure this through:

1. OEM Grade diagnostic tools and technicians trained on European/performance brands.

2. OEM or genuine parts through controlled sourcing.

3. Stricter processes, with additional QC checks before delivery.

Luxury customers expect precision and care, and our digital journey plus specialised capability allows us to meet those expectations consistently.”

“We’re building this capability while also preparing for the future.”

Q9: What are your future growth plans?

Mr. Prem: “We’re focused on two major growth areas.

First, EV readiness—we’ve started building capability through collaborations with leading EV-specialised workshops. EV servicing will be a major part of our future.

Second, B2B fleet management—we’re developing an in-house operating system that allows fleets, leasing companies, and mobility providers to manage repairs, tracking, and approvals in one platform.

These two pillars—EV capability and B2B solutions—will shape the next phase of our regional growth.”

“In that future ecosystem, partners like Cartea play a key role.”

Q10: How do you view Cartea’s role, and where do you want deeper collaboration?

Mr. Prem: “In today’s market, collaboration is more valuable than competition. Cartea plays a strong role by connecting consumers, brands, and service providers through trusted content and transparent automotive information. For us, partnering with Cartea helps us reach informed, high-intent customers and deliver more value.

Going forward, we see collaboration opportunities in vehicle history data, customer education, digital service recommendations, and used-car evaluation. By combining Cartea’s media influence with our service capability, we can create a more seamless and informed experience for car owners across the region.”

“In closing, we see the future of aftersales not as isolated workshops, but as an integrated mobility ecosystem built on trust, transparency, and technology. Service My Car is committed to leading this transformation—expanding our capabilities, embracing new technologies, and collaborating with platforms like Cartea to deliver a simpler, smarter, and more connected automotive experience for every car owner. Together, we are not just servicing cars—we are redefining the way the region maintains mobility.”