Germany-based automaker Borgward has launched its new showroom in Dubai, UAE, in partnership with its exclusive UAE distributor Union Motors, as part of its plan to boost its regional presence and market share.

Borgward officially entered the GCC car market with the rollout of the Middle East versions of its premier BX5 and BX7 SUV models in November last year.

As part of its expansion plan, Borgward has also opened its Middle East Parts Center, a central warehouse, at the Jebel Ali Free Zone (Jafza), addressing the growing demand for its spare parts and services in the GCC market.

The facility will have more than 16,000-sq-m of storage area to address the regional demand and considerably cut down delivery time, said a statement from the company.

The launch of the Middle East Parts Center in Jafza gives the advantage of superior geographical position and convenient transportation.

The facility is supported by partnerships with MaxX Logistics, a subsidiary of Almajdouie Group and Sinotrans Company headquartered in Jafza, and will provide storage and transportation, road transport, project logistics and door to door logistics services, and other value-added services, it added.

Another highlight of the centre is the integration of WMS inventory management system to carry out day-to-day warehousing functions and scanning code of the goods through the handheld terminal, and realizes the system query inventory, electronic ordering and outbound delivery.

Borgward said its new Middle East Parts Center in Dubai has been strategically planned to effectively cater to the regional demand.

In the future, the distribution area of the centre will expand to cover Middle East and Africa (MEA) countries and the range of products available will be expanded to include 30,000 spare parts spread over 25,000-sq-m over the next few years, it stated.

The opening of the new facility is expected to further cut down the shipping time to two to five days from placing the order to delivery of the product, it said.

Tom Anliker, senior vice president of Borgward Group, said: “Our entry to the GCC was prompted by robust customer demand for compact and mid-size SUVs in the region.”

“The opening of the central warehouse in Dubai’s Jafza reflects our commitment to delivering excellent service to our customers and underscores our continuing efforts to become a trusted service partner,” he said.

“The move complements our entry into the GCC market and will support our expansion plans in the region,” he added.

In connection with the opening of the new showroom, Borgward has rolled out several promotional offers, including lifetime unlimited KM warranty and two years 50 per cent buyback promise for the first batch of customers. First set of buyers will also be able to receive free latest iPhones with their purchases, it added. -TradeArabia News Service