The automotive landscape is undergoing a seismic shift, and International Motor Trading Agency (IMTA) is strategically positioning itself for the future.
In a candid interview, vice-president K N Singh outlined the company’s vision and the factors driving its decisions, particularly the increasing prominence of Chinese brands in the Bahraini market.
Mr Singh highlighted the growing affordability and technological advancements of Chinese vehicles, coupled with their aggressive expansion into key markets like the GCC.
This, combined with the weakening Japanese yen, is creating a competitive landscape where Chinese brands are poised to gain significant market share, but not totally at the cost of market leading Japanese brands, because they are have high acceptance amongst Bahraini customers.
“We recognise the need to adapt and evolve,” Mr Singh said. “To ensure our long-term sustainability, we are strategically incorporating Chinese brands into our portfolio. We believe that companies like BAIC, with its strong government backing and collaborations with global giants like Mercedes-Benz, represent the future of the automotive industry. JAC, another Chinese brand in our portfolio, is very strong in the commercial segment and is increasing its market share rapidly.”
He also acknowledged the evolving perception of Chinese brands. “Initially, there were apprehensions,” Mr Singh said. “However, with continuous advancements in technology and quality, coupled with our commitment to providing excellent service and after-sales support, customer acceptance is steadily growing.”
IMTA, known for its long-standing partnerships with brands like Mazda, Goodyear, Sailun Tyre and Veedol Lubricants, emphasises a customer-centric approach and a commitment to long-term relationships.
This philosophy, Mr Singh explained, extends to its employees, fostering a strong company culture and driving employee loyalty.
“Most of our staff develop long-term relationships with the Kanoo Group and retire from our organisation after a fruitful association. We believe in investing in our people,” he said. “Our staff accommodation is a testament to this commitment. We strive to create a supportive and rewarding work environment, ensuring that our employees feel valued and appreciated.”
Addressing concerns about the potential for cannibalisation within its diverse brand portfolio, Mr Singh emphasised a clear strategy of treating each brand as a distinct entity. “We avoid cross-selling, allowing each brand to compete independently within the market, as if the brand was represented by some other company,” he explained. “Ultimately, the customer decides, and we respect their choices.”
Looking ahead, Mr Singh expressed a strong belief in the potential of hydrogen as a future fuel source, while acknowledging the current challenges facing electric vehicles. He emphasised the importance of sustainable practices and minimising environmental impact, highlighting the need for innovative solutions in areas like battery technology and infrastructure development.
IMTA has adopted the Kaizen philosophy, a Japanese business principle emphasising continuous improvement through small, incremental changes. “By encouraging employee participation at all levels, we seek to identify and implement improvements in its processes, services, and overall efficiency. This approach fosters a culture of innovation and ensures that the company remains adaptable and responsive to the evolving needs of the automotive market,” Mr Singh explained.
Noting that the global automotive industry is undergoing a profound transformation, driven by the rise of electric vehicles, advancements in autonomous driving technology, and the increasing integration of connectivity features, he believes sustainability is paramount, with automakers focusing on reducing emissions and minimising environmental impact.
“In the GCC, while luxury vehicles remain popular, SUVs are gaining traction. Customer service and after-sales support are crucial for success.”
Mr Singh is confident that to thrive, IMTA is set to adapt to the EV transition, embrace connected car technologies, prioritise sustainability, and continuously enhance customer satisfaction to maintain its competitive edge in the evolving market.
avinash@gdnmedia.bh
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