In a development that is expected to further bolster safer driving in the UAE, two leading and well-established players in the motoring industry have forged a strategic alliance that will see the introduction of the most ground-breaking and reliable vehicle safety technologies in the region.
Liberty Automobiles Co. LLC., a leading player in the UAE’s automobile industry, and Disc Brakes Australia (DBA), a respected market leader in vehicle braking technology, will bring to the Middle East a wide range of innovative, high-performance solutions, which can be fitted on all makes of vehicles. These solutions have been designed and tested for the most demanding driving conditions in the region.
Under the terms of the agreement signed during the recent Automechanika 2005 exhibition in Dubai, Liberty Automobiles has been appointed the Middle East distributor to market DBA’s comprehensive range of standard and high-performance disc rotors, which feature the highly acclaimed Kangaroo Paw ventilation design technology.
“Our alliance is essential to meet the motoring needs of the 21st century,” explained Tayeb Al Rais, Managing Director of Liberty Automobiles. “By forging this partnership, we are convinced that our joint effort can provide the customer with the most reliable and sophisticated braking technology at an affordable price.”
In a region where awareness about safe driving is fast gaining momentum, the partnership will seek to harness the combined strength of Liberty’s formidable market penetration and DBA’s superior technological expertise in the disc brakes industry. “Liberty Automobiles has always believed in providing superior value-based solutions to its customers and our alignment with DBA is a significant step in that direction,” Al Rais pointed out.
DBA’s acclaimed line of products will complement Liberty’s range of automotive parts for all makes of vehicles that have proved their reliability in the Middle East’s driving conditions, while meeting the growing market demand for high-performance and safety-compliant disc brakes.
The partnership will also see the introduction of DBA’s innovative and patented Kangaroo Paw design technology that ensures disc brakes run cooler, are stronger, and outperform the traditional straight vane design in disc brake rotors. The Kangaroo Paw features 144 precisely positioned diamond and teardrop pillars, which create greater strength, reliability and a more efficient cooling system. Greater surface area means more effective heat dissipation and cooler running disc rotors.
These advances increase the disc rotor’s efficiency by as much as 20 percent when compared to conventional rotor designs and tests have proved that the design is effective for vehicles prone to brake shudder, which is an alarming problem worldwide. The new partnership is also expected to excite the thriving motor-racing community in the region which continuously explores safer and reliable braking systems for their vehicles.
A top DBA official said that the forging of the partnership between the two organizations recognized that it is in each company’s mutual interest to coordinate their activities and share with each other the knowledge, techniques and experiences each company has gained in areas in which they excel.
“The dynamics of the marketplace have changed and our growth strategies require us to align with the right partners in regional markets to remain competitive,” explained Phillip Joseph, Managing Director of Disc Brakes Australia. “In choosing Liberty Automobiles, DBA is assured of working with a reputed organization which brings considerable value to the partnership through its superior distribution network and highly professional regional expertise.”
Joseph added that he anticipated an increase of 75 percent in DBA’s Middle East market share as a result of the new partnership. “Traditionally, the Middle East represents an important market for DBA and given the high level of awareness about motoring trends in the region, we are confident of consolidating our growth in the region,” he said. "Moving forward with Liberty Automobiles gives us the strategic advantage of connecting and mapping our products with the rapid development cycles of the automotive industry, while giving us the opportunity to introduce a superior standard for disc brakes."
About Liberty Automobiles Company:
Established in 1977, Liberty Automobiles Co. is a member company of the Dubai-based Liberty Investment Co., which includes a wide range of business interests, including automobiles, travel & tourism, freight-forwarding, rent-a-car services, real estate, management and consultancy. Liberty Automobiles has been a market leader in the UAE’s motoring industry for over 28 years. The company is managed by a highly skilled team of professionals with vast international experience in the automotive industry. Liberty Automobiles Company has showrooms, service and parts facilities in Dubai and Sharjah, and is on the threshold of expanding in the rest of the UAE.
About Disc Brakes Australia:
Disc Brakes Australia (DBA) is an Australian-owned manufacturer of disc brake rotors and brake drums. DBA's manufacturing plant is located in Silverwater (Sydney, Australia) and is quality assured with certification for QS9000 and ISO9001 quality management systems. Manufacturing the most comprehensive range of disc rotors in Australia, DBA is Australia's market leader in replacement disc rotors for passenger, four wheel drives and light commercial vehicles. DBA is now emerging as a niche exporter of disc rotors to countries such as North America, South Africa and to regions in Asia, Europe and the Middle East.
