Emirates Petroleum Company PJSC (Emarat), a pioneer in the UAE’s oil and gas industry, showcased latest portfolio of lubricants during Automechanika Dubai 2025. As per reports, UAE lubricants demand is forecast to reach 200 million litres by 2030.

With a lubricants business built over more than three decades of manufacturing and global marketing, Emarat’s presence at the exhibition focussed on strengthening channel partnerships, expanding regional reach, and demonstrating performance-led formulations aligned with today’s engine requirements and operating conditions.

On the sidelines of Automechanika Dubai 2025, Emarat’s lubricants team also hosted partner engagements at the stand, including signing landmark agreements to enter into new markets like Armenia and Mauritius with organized partners focusing on distribution and market development. These agreements focused on consolidation of commercial market and growth in Mauritius with Concorde Auto Parts Co. LTD and also emerge into lubricant market alongside Emarat fuel station network with MEGA TRADE L.L.C. in Armenia.

Burny Johnson, Senior Vice President, Lubricants, Emarat, said, “Automechanika Dubai is a decisive platform for the aftermarket where product credibility is tested and long-term supply partnerships are built. Over the past year, we have strengthened the technical advantages of our portfolio to meet industry norms and the real expectations of end users including reliability, protection of critical components, and uptime. Alongside showcasing our latest formulations, we focused on expanding our distributor footprint starting with three new market partnerships that deepened reach and built momentum for the next phase of growth.”

“Looking ahead to 2030, we have clear ambitions in the UAE and beyond, to expand our lubricants business across several countries. We are committed to raising standards, delivering value for partners and customers, and helping shape a more performance-driven lubricants ecosystem,” added Burny.

Emarat displayed a curated selection of its lubricants across pack sizes during the show. The range included 4-litre packs of Power Ultima 0W-16, Power Synth 5W40, XAT SUV, Power Plus, Gear Max HY, and Ultra Cool 50; 5-litre packs of Power Thrust Plus 15W40 and Power Optima 5W40 CK-4; and 1-litre packs of Power Bike 4T, Power Synth 5W30, XAT SUV, Power Plus 20W50, Ultra Cool, and TransMax.

Emarat also hosted its regional partners during the event including Foshan Jian Fu Hong Trading Co. Ltd., Alliance Tractors, Dynatrade LLC, and AW Rostamani Trading Co LLC among other global partners.

Furthermore, market outlook indicators continue to underline the scale of the category, with one leading industry forecast estimating the global lubricants market will reach USD 180 billion by 2030. According to Mordor Intelligence, lubricants demand in the UAE is forecast to reach 200 million litres by 2030.

General Motors (GM) announced a leadership transition for its Africa and Middle East Operations, as the business drives to lead the roll-out of personal autonomous technologies and digital services, deployed in world-class vehicles from brands that customers know and trust.  

Jorge Plata, currently vice president Sales, Service and Marketing at GM Mexico, Central America and Caribbean will take on the role of president and managing director GM AMEO, effective March 1, 2026.

Plata will succeed Jack Uppal who will move to the position of president and managing director GM Canada, after three years leading GM AMEO.

GM president, EMEA and ANZ Michael MacPhee said that during his time at GM Mexico, Plata has led the strategy to ensure GM continues to be a leading player in one of the most dynamic markets in the world.

“Jorge has a proven track record of focusing on our customers, sustaining trusted brands and building strong partnerships so GM can compete strongly against long-time rivals and new entrants,” said MacPhee.

“As GM prepares to celebrate its centenary in the Middle East and Africa, we are determined to build on our deep connection with customers, partners and government, to chart the course of GM’s next century in the region.”

Plata said: “This is an incredible time lead the AMEO business for GM. We have a world-class portfolio of connected vehicles, and we are leading the region with new technologies like hands-free, eyes-on Super Cruise.”

“I look forward to working with our dealers, partners – and of course our talented GM team – to shape the future of transportation in the region. I’m energized by the region’s bold ambitions and dynamic landscape, and GM sees great opportunities and a bright future in the Middle East and Africa.”

MacPhee thanked Uppal for his leadership of the AMEO business and wished him well in his new role.

“Jack not only delivered consistent growth, he developed deep relationships across the region and led a strategy to bring more choice and technology to our customers – across price points and propulsion systems,” said MacPhee. “He also spearheaded the turnaround of the GM Egypt business, restoring Chevrolet to the market leadership position.”

Uppal said: “Serving as the leader of GM Africa & Middle East over the past three years has been an incredibly rewarding experience. Together, we have delivered vehicles that excite our customers and achieved this alongside an exceptionally talented team. With his extensive experience, Jorge is well poised to sustain this momentum and guide the region toward continued success.”

Emirates Petroleum Company PJSC (Emarat), a pioneer in the UAE’s oil and gas industry, has been confirmed as the Official Energy Partner for the 1000 Miglia Experience UAE 2025 and will provide operational fuelling support to keep the rally moving reliably and safely for 120 participating cars over the 1,000-mile route from 1 to 4 December 2025. In line with the UAE’s Year of Community, Emarat’s participation reflects its long-standing commitment to the people of the UAE.

The 1000 Miglia Experience UAE is the region’s largest classic car rally, bringing together these collector cars for a 1,000-mile test of precision, endurance and navigational mastery—crossing city routes, mountain roads and desert highways—while celebrating automotive heritage and Emirati hospitality.

“The 1000 Miglia Experience UAE represents the very best of heritage motoring including precision, discipline and performance over distance. As the Official Energy Partner, we are proud to play the role that matters operationally by supporting scheduled fuelling and on-route reliability for all 120 cars across the 1,000-mile rally. Our teams will bring the same standards of planning, safety and service excellence that we deliver every day to customers across our network,” said Ali Bin Zayed Al Falasi, Chief Retail Officer and Senior Vice President of Marketing at Emarat.

With much of the experience designed to be public-facing, residents and visitors will be able to view the cars at key locations and tourist touchpoints across the route, including Emirates Golf Club, Sharjah Safari Park, Jebel Jais, Hatta Fort, Khasab Castle and Al Suhub Rest House in Khorfakkan, among others, with select special vehicles also set to be displayed during the event.

For the public, the rally weekend began with an opening display on 30 November at Emirates Golf Club. The event then culminates with a public finish at DIFC Gate on 4 December, where residents and visitors can see the cars arrive and complete the rally.

“In line with the UAE’s ‘Year of Community’, Emarat’s participation reflects its long-standing commitment to the people of the UAE—supporting experiences that bring residents, visitors, partners, and institutions together across the nation. Through our network and service culture, Emarat continues to play an everyday role in enabling mobility, strengthening community connections and contributing to the UAE’s wider ambitions for an active, inclusive and forward-looking society,” added Ali.

Exclusive Interview with Abdulaziz Al Khaja, Retail Area Manager, Emarat

What motivated Emarat to support this event, and how does this partnership align with your long-term mission in the region?

Emarat was very happy to join as the energy partner for 1000 Miglia. This partnership extends far beyond traditional branding and marketing exposure; it represents a strategic alignment with an event that embodies heritage, legacy, and excellence. The 1000 Miglia, which dates back to 1927, is renowned as the most beautiful race in the world. Its distinguished history and enduring prestige make it a natural fit for Emarat’s commitment to supporting cultural and sporting events of significance. We view this as the foundation of a long-term strategic alliance.

From a sponsor’s viewpoint, what distinguishes the UAE edition of the 1000 Miglia Experience from other international classic car events?

The 1000 Miglia stands in a category of its own. With nearly a century of continuous operation since 1927, it has established itself as the premier classic car rally globally. Its unparalleled legacy, combined with the rigorous standards of precision and endurance it demands, sets it apart from any comparable event in the automotive heritage space.

Beyond the collaboration between two heritage-oriented brands, what other outcomes or key metrics does Emarat expect from this partnership with the 1000 Miglia Experience?

This collaboration serves multiple strategic purposes. First, it demonstrates Emarat’s operational capabilities in managing complex, large-scale events with exacting standards. Second, it positions us to expand our involvement in similar premium experiences, both domestically and on the international stage. This partnership effectively showcases our readiness to support world-class events that align with our values and expertise. Our aspiration is that participants and guests experience seamless, professionally delivered support throughout the rally. We want the Emarat name to be synonymous with operational excellence and reliability.

What are Emarat’s future plans for participation, collaboration, or sponsorship of other events in the region? What’s next in the pipeline?

While we remain focused on executing this partnership with excellence, we are continually evaluating opportunities that align with our brand values and strategic objectives. Any announcements regarding future partnerships will be made at the appropriate time.

More importantly, as we celebrate the UAE’s Year of Community, this partnership embodies our commitment to fostering connections among residents, visitors, and stakeholders across the nation. By facilitating experiences that unite people around shared passions; whether automotive heritage, cultural celebration, or national pride; we’re contributing to the social fabric that makes the UAE such a dynamic and inclusive society. We are proud to play our part in strengthening these community bonds through meaningful partnerships like the 1000 Miglia Experience.