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Automechanika Johannesburg, set for 7-10 June 2022, is right around the corner, and we’re making final preparations to attend the event for the first time. We can’t wait to meet enthusiasts in the sub-Saharan region of Africa and talk to them about how AMSOIL products can protect their vehicles. And we’re also excited to talk to potential new AMSOIL distributors to sell AMSOIL products in their regions.
We talked with Mohamed Dadabhay, new AMSOIL Territory Manager, to find out what the company is looking for in potential distributors. Scroll down for details on meeting with Mohamed at the show.
Interview with AMSOIL Territory Manager, Mohamed Dadabhay:
AMSOIL is excited to have you on board to help reach enthusiasts in Africa. What have you been doing since joining the company?
Product training, product training, learning about the African automotive after-sales market and more product training! A steep learning curve, for sure, but the backup and support from my colleagues has been awesome! I was warmly welcomed on board and treated like I was part of the team from day one. Great people, great products, great brand and great vision! What more could I ask for? Our commitment to adding value to the African automotive industry is evident in the company’s dedication to our customers and the market.
What excites you most about the market in Africa?
For a long time, suppliers of premium products have largely ignored the African market. While the resources sector, along with its accompanying support industries, have always been attractive to investors, superior products aimed at end users are not easily found outside of a few select markets. This is odd because there are millions of people across the continent who have an appetite for high-quality, premium products.
The continent is flush with imported luxury vehicles, but not quality aftermarket products to keep these vehicles running efficiently. By finding distributors across the continent, AMSOIL is helping to solve this problem. This is already evident in markets like Kenya, Egypt and Libya, where our distributors cannot keep up with demand. If the requests coming in from end users are anything to go by, AMSOIL is poised for incredible growth across Africa.
What do you look for in an AMSOIL distributor?
We look for people who know and understand their market. Someone who is invested in both the market and the products he or she sells. Having the resources to get out and speak to customers to find out what they want and need is half the battle. In this way, you don’t waste time with products they don’t want, and you are able to adjust your offerings accordingly.
Once you know what customers want, make sure you can get products to them. I’ve seen many passionate and invested distributors fall short because they could not stock and supply sufficient products for their market. I cannot stress enough how important it is to stay close to your customers and the market. If there is trouble on the horizon, be it from competitors or market conditions, you will know about it. Just as importantly, if there are opportunities to be had, what better source than your market. So, commit, invest, listen, understand and make sure your business is both physically and mentally prepared for good and bad.
What kind of support does AMSOIL provide distributors?
From day one, AMSOIL will lead you on a journey to give you the greatest chance of success. Our commitment to distributor success is evident with our 88 international distributors located around the world via the product training, social-media support, marketing assistance and technical advice we provide.
AMSOIL provides not only a dedicated territory manager to help you, but also a team of technical and marketing experts to guide you. The network of distributors is also supportive of each other with sharing of ideas and social-media content. We also pay attention and care about our emerging markets. We have launched products specific to certain markets based on demand that has come directly from our local in-market distributors, and many of those products have seen global success.
Why are AMSOIL products a perfect fit for the African market?
AMSOIL has been hugely successful in the USA/Canada for 50 years. We gradually expanded our footprint around the world over the past few years. Economic growth in Africa over the past 20 years has seen the emergence of a small, but strong, middle class, in addition to an upper class that demands premium products and services.
This growth has boosted the automotive sector on the continent, and more enthusiasts are looking for premium, high-quality lubricants and associated products to protect and enhance their automotive investments, be it luxury, performance racing, 4×4, day-to-day or marine vehicles. With its wide range of products, AMSOIL is perfectly placed to satisfy these needs.
What should interested companies do next?
Please complete this form and someone will contact you: Become a Distributor – AMSOIL INC.
Our team will be available at the show to explain how an AMSOIL distributorship works, including criteria we use to choose our distributors, the perks of being an Authorised AMSOIL Distributor and the technical and marketing support you will receive from us.
What: First Africa Tradeshow for AMSOIL INC.
Where: Automechanika Johannesburg at the Johannesburg Expo Center, Nasrec
When: 7-10 June 2022
AMSOIL Booth: 6C5
Reach out to AMSOIL Territory Manager Mohamed Dadabhay at mdadabhay@amsoil.com to set up a time to meet with AMSOIL at the show.