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Join us at Saudi Arabia’s leading regional trade show for the automotive aftermarket industry.

2025 Automechanika Riyadh Academy Agenda

Day 1 – April 28 | Localization & Aftermarket Innovation

Chairman:

  • Flo Akinbiyi, International Presenter, TEDx Speaker

Speaker:

Dr. Faisal Al-Kadi, Chief Executive Officer, Al-Kadi Commerce & Industry

  • Establishing efficient cross-border logistics networks and free trade zones to facilitate seamless distribution across MENA and beyond
  • Developing specialized automotive industrial clusters that combine manufacturing, remanufacturing, and distribution capabilities
  • Facilitating the localization of EV charger production to boost industrial growth and reduce imports
  • Creating standardized quality control mechanisms and certification processes to build trust in Middle Eastern aftermarket and OEM products
  • Implementing digital transformation initiatives to modernize inventory management and enhance customer service capabilities
  • Aligning technical specifications with international benchmarks while adapting to local market needs

Panellists:

  • Engr. Majid Abdullah Matbouly, Chief Industrial Valley & Special Economic Zone (IVSEZ) Officer, King Abdullah Economic City – KAEC
  • Dr. Faisal Al-Kadi, Chief Executive Officer, Al-Kadi Commerce & Industry
  • Ben Stewart, Supply Chain Director, Lucid MENA
  • Aftab Ahmed, Chief Advisor, National Industrial Development Center

Moderator:

  • Haytham Honjol, Director, Roland Berger
  • Highlighting the rapid expansion of EV charging infrastructure in Saudi Arabia through strategic partnerships
  • Exploring the role of aftermarket solutions in enhancing the longevity and efficiency of charging networks
  • Demonstrating how EVIQ is collaborating with key stakeholders to accelerate EV adoption
  • Showcasing innovative technologies and business models driving Saudi Arabia’s EV ecosystem forward

Speaker:

  • Ulf Schulte, Chief Operating Officer, EVIQ
  • Examining how AI and digitalization are revolutionizing automotive training and workforce development
  • Exploring the essential skills needed for EV and connected vehicle maintenance in a transforming industry
  • Discussing the role of industry-government collaboration in building a future-ready automotive workforce
  • Highlighting advanced repair techniques and AI-driven learning for workforce competitiveness
  • Addressing Saudi Arabia’s proactive strategies to equip talent with next-gen automotive skills

Speaker:

Lawrie Martin, Regional Business Development Director - Asia, Middle East & Africa, GP Strategies Corporation

  • Highlighting the critical role of training and development in shaping the future automotive workforce
  • Introducing NAVA Academy as a dedicated platform for upskilling and industry-aligned learning
  • Demonstrating how NAVA is addressing the skills gap through hands-on, targeted training programs
  • Positioning NAVA as a key enabler of sustainable talent growth in the automotive industry

Speaker: 

Amin Khayat, Head of Marketing, Strategic Partnership and Business Development, National Automotive & Vehicles Academy (NAVA)

  • Emphasizing the significance of specialized automotive training programs integrating theory and practical experience through industry partnerships
  • Analyzing incentives and career advancement pathways to attract Saudi youth to automotive sector careers, particularly in technical and specialized roles
  • Establishing certification programs and standards to ensure workforce quality and create clear professional development frameworks
  • Developing mentorship programs and knowledge transfer initiatives to accelerate skill development and retain talent within the sector.

Panellists:

  • Rudy Shukri, Business Leader & Coach, Tiqani
  • Sandile Mtshali, Training Manager, Nissan Motor Corporation Dubai
  • Lawrie Martin, Regional Business Development Director - Asia, Middle East & Africa, GP Strategies Corporation
  • Suhayb Nouruldeen, Education Manager, Saudi Japanese Automobile High Institute (SJAHI)
  • Technical Vocational Training Corp Representative - TBC

Moderator:

·       Kim Winter, Managing Director, Logistics Executive Group

  • How to evaluate and establish strong collaborations that align with business vision and market demands
  • Overcoming regulatory, logistical, and consumer adoption challenges in the MENA region
  • The importance of rigorous product evaluation and testing in maintaining brand credibility
  • Lessons from O2Proformance’s expansion into the MENA region and beyond

Panellist:

  • Ahmed Al-Hussaini, Managing Director & Co-Founder, O2Proformance

Moderator:

  • Graham Threlfall, Global Key Account Manager - Vehicle Refinishes, Akzonobel
  • Exploring strategies to scale car care businesses with premium services like PPF and ceramic coating
  • Discussing effective sales team development and partnership-building for sustained business growth
  • Addressing methods to communicate value propositions to price-sensitive customers
  • Highlighting best practices for managing high-performing technical teams while maintaining quality standard

Panellists:

  • Ahmed Al-Hussaini, Managing Director & Co-Founder, O2Proformance
  • Sakher Al Shawwa, Group Chairman & Founder, Automillenium Group
  • Idriss Makdoud, Chairman & Founder, Hexis Middle East

Moderator:

Kim Winter, Managing Director, Logistics Executive Group

  • Implementing integrated e-commerce platforms and digital catalogs to enhance customer experience and market reach
  • Developing data-driven pricing strategies to maximize margins while remaining competitive across market segments
  • Creating digital ecosystems that connect distributors, retailers, and service providers for seamless operations
  • Enhancing supply chain visibility through advanced digital solutions and real-time data integration
  • Exploring innovative approaches to optimize online automotive parts sales and customer engagement

Panellists:

  • Emad Daghreri, Co-Founder & CEO, Autobia
  • Alisdair Walton, Senior General Manager – Digital Transformation & IT, Abdul Latif Jameel Enterprises

Moderator:

  • Kim Winter, Managing Director, Logistics Executive Group
  • Building specialized technician expertise in multi-brand calibration protocols and advanced diagnostic procedures
  • Developing standardized calibration workflows to ensure consistent, manufacturer-compliant service quality
  • Implementing digital documentation systems to track calibration histories and validate service procedures
  • Enhancing quality control processes to improve accuracy and reliability in vehicle calibration services
  • Exploring best practices for managing warranty compliance and liability through precise calibration records

Speakers:

  • Syed Javaid, General Manager, Power Machinery Company (PMC)
  • Ali Alshehri, General Manager, Future Mobility Institute - King Abdulaziz City for Science and Technology

Moderator:

Aadil RashidAssociate Director, Mobility Advisory, Frost & Sullivan

  • Examining how P2P and subscription models reshape vehicle maintenance cycles and service demands
  • Exploring shifts in parts procurement patterns and the need for efficient inventory management systems
  • Highlighting the role of data-driven technologies in integrating rental platforms with aftermarket services
  • Analyzing regulatory developments impacting car rental models and aftermarket business opportunities in Saudi Arabia
  • Identifying strategic approaches for aftermarket players to adapt and thrive in the evolving mobility landscape

Panellists:

  • Eslam Hussein, Co-Founder & CEO, Invygo
  • Raafat Al-Sarkaji, Commercial Director, Al-Kadi Commerce & Industry
  • Mohammed Khashoggi, CEO & Founder, Ejaro
  • Rudy Shukri, Head Coach & Business Leader, Tiqani 

Moderator:

  • Graham Threlfall, Global Key Account Manager - Vehicle Refinishes, Akzonobel

Chairman:

  • Flo Akinbiyi, International Presenter, TEDx Speaker

Day 2 – April 29 | Core Aftermarket Operations & Sustainable Supply Chain

Chairman:

Kim Winter, Managing Director, Logistics Executive Group

  • Adapting to local consumer preferences and cultural factors in product offerings
  • Navigating regulatory changes and compliance in Saudi Arabia's evolving market
  • Integrating digital sales channels with traditional distribution networks
  • Building partnerships with local distributors to strengthen market presence

Panellists:

  • Amir Khurshid, Chief Executive Officer, ThinkDirect Automotive Consulting
  • Salman Alsuhaibaney, Founder & Chief Executive Officer, Morni
  • Rajiv Jham, Regional Sales Director, Mobility Aftermarket, Robert Bosch Middle East
  • Mansour Al-Fardan, Regional Commercial Director, Al-Kadi Commerce & Industry

Moderator:

Glenn Harwood, Co-Founder, Algodriven

  • Leveraging data analytics to optimize workshop performance, customer retention, and predictive maintenance
  • Training technicians on emerging technologies while maintaining traditional mechanical expertise
  • Adopting scalable, cloud-based systems to enhance collaboration and adaptability across multi-location operations

Panellists:

  • Jamie Frame, Automotive Consultant, The Automotive Association for the Middle East and North Africa
  • Sanel Hodzic, Chief Executive Officer, Cyber Automotive Solutions
  • Alisdair Walton, Senior General Manager – Digital Transformation & IT, Abdul Latif Jameel Enterprises
  • Raafat Al-Sarkaji, Commercial Director, Al-Kadi Commerce & Industry

Moderator:

  • Kim Winter, Managing Director, Logistics Executive Group
  • PPF & Coatings as a Service Expansion Strategy – How workshops and detailing centers can integrate high-margin car care services into their business models
  • Tech & Sustainability in Car Care – The rise of self-healing PPF, nano-ceramic coatings, and eco-friendly detailing solutions that align with evolving regulations and consumer preferences
  • The Digital Customer Journey – Leveraging AI, booking platforms, and customer education to enhance service visibility and retention
  • PPF & EVs: The Growing Synergy – How the rise of EV adoption is fueling demand for specialized paint protection and aftermarket customization

Speaker:

  • Eng. Hesham Mehani, Technical Director, O2Proformance
  • Developing an offering for customers that would enhance their experience
  • Ensuring pricing transparency to gain customer trust
  • Rewarding repeat customers to gain customer loyalty
  • Obtaining customer feedback and ensuring that their suggestions for improvements are met in alignment with business strategy and costs

Panellists:

  • Amir Khurshid, Chief Executive Officer, ThinkDirect Automotive Consulting
  • Omer Jubair, Chief Executive Officer, 360 Repair Network Company
  • Nawaf Baljahar, Operations & Aftersales Director, Ahmed Kassim Al Amoudi Co.
  • Javaid A Syed, General Manager, Power Machinery Company (PMC)
  • Mahmoud Malkawi, Business Development Manager, Hexis Middle East 

Moderator: Jamie Frame, Automotive Consultant, The Automotive Association for the Middle East and North Africa

  • The integration of AI, telematics, and predictive maintenance in service models
  • How digital tools can improve inventory management and customer experiences
  • The role of Saudi companies in leading the regional charge on digital innovation in the aftermarket sector

Panellist:

Glenn Harwood, Co-Founder, Algodriven

Moderator:

Kim Winter, Managing Director, Logistics Executive Group

Speaker:
 
  • Federico Torregrosa, Senior Manager - Purchasing Program Management, Procurement, CEER Motors 
  • Exploring the role of solar, wind, and alternative fuels in reducing the carbon footprint of automotive supply chains
  • Examining how technology-driven automation is minimizing waste, improving resource allocation, and enhancing sustainability
  • Discussing the transition to electric and hybrid vehicles for transport and last-mile delivery
  • Evaluating how sustainable supply chain practices drive cost savings, operational efficiency, and long-term profitability for the automotive industry

Panellists:

  • Javed Akhtar Mohammad, General Manager, Robert Bosch Saudi Arabia
  • Ben Stewart, Supply Chain Director, Lucid MENA
  • Dr. Mohammed Al-Surf, Co-Founder & Managing Director, Tilad Sustainability Co

Moderator:

  • Piero Ngadiuba, Head of Human Resources and Operations, ENY Consulting
  • Optimizing freight forwarding & last-mile logistics
  • The role of free zones & bonded warehouses in cost reduction
  • Adapting to rising fuel & transportation costs

Panellist:

  • Nissrine Elqobai, General Manager Supply Chain and Operations, TAAM healthcare solutions - TAMER GROUP

Moderator:

  • Graham Threlfall, Global Key Account Manager - Vehicle Refinishes, Akzonobel
  • Streamlining operations from production to delivery for better cost control
  • Eliminating inefficiencies in procurement, inventory, and warehouse management
  • Overview of how AI, automation, and lean methodologies can enhance supply chain responsiveness

Panellists:

  • Mohammed Almusawa, Head of E-Mobility & Smart City Solutions, AlSharif Group Holding
  • Kim Winter, Managing Director, Logistics Executive Group
  • Ibrahim Al-Dali, Chief Operations Officer, Tatco

Moderator:

  • Vishal Pandey, Partner - Automotive & Mobility Sector, Glasgow Research & Consulting, Partner - Automotive & Mobility Sector, Glasgow Research & Consulting

Chairperson:

  • Kim Winter, Managing Director, Logistics Executive Group

Day 3 – April 30 | Modern Workshop

  • Addressing skills shortages by developing workforce training programs tailored to the evolving automotive aftermarket
  • Exploring digital transformation and its impact on skill development and operational efficiency
  • Aligning business goals with workforce capabilities to ensure long-term industry growth
  • Implementing strategies to attract and retain talent in a rapidly changing automotive landscape
  • Enhancing collaboration between industry, education, and technology to future-proof the workforce.

Speaker:

  • Rudy Shakir, Business Leader & Coach, Tiqani
  • Comprehensive workforce preparation for advanced hybrid vehicle diagnostic techniques
  • Developing specialized skills in hybrid powertrain system maintenance and repair
  • Exploring emerging service strategies for hybrid vehicle technological ecosystems
  • Addressing technical and operational challenges unique to hybrid automotive platforms

Speaker:

  • Abdullah Ismail Badawi, Technical Instructor, Saudi Japanese Automobile High Institute (SJAHI)
  • Addressing the emerging skills gap in EV servicing across the automotive aftermarket
  • Introducing NAVA’s initiatives to train and certify technicians for electric vehicle maintenance
  • Equipping the garages with the knowledge and tools required for EV service readiness
  • Showcasing hands-on training modules tailored to the evolving EV ecosystem
  • Driving industry-wide collaboration to future-proof the workforce for electric mobility

Speaker:

  • Muhammad Moazzam, EV Technical Trainer, NAVA Academy