Dubai: Demand for car customisation has revved up 15 to 20 per cent in the past year as government salaries increase and motor sports accelerate in the UAE, workshop owners say.
Some are trying to boost sales by attracting business from the army, the Special Forces and the Ministry of Interior, who require customised vehicles for their operations, they said.
Most customers, about 80 per cent, are Emiratis whose spending on car customisation has increased steadily over the past three years — especially after the pay increase for public-sector workers implemented earlier this year, said Saeed Al Marzouqi, general manager of Top Speed Performance.
The number of workshops catering to car modifications has increased recently to meet the rise in demand.
Racing tracks in the UAE and the love of off-roading among Emiratis and expats have kept the workshops busy, said Al Marzouqi.
"There is no relation between car sales and customisation. It is related to the advance in racing tracks such as Yas Marina Circuit. That industry is growing along with a bigger fan base in the country. Motor sports are becoming more popular with the country taking a view of making it a touristic attraction. All these sporting events is business for us," he said.
"The demand from racers and safe driving comes to us."
His company provides some of the spare parts required for racing cars at the Yas Marina Circuit as well as government orders. Total sales grew 20 per cent last year compared to 18 per cent in 2010, he said.
The government orders from the army, special forces and the Ministry of Interior make up ten to 15 per cent of sales, he said.
Power and speed
"We wish to increase this because they are long-term customers. They don't just buy five or ten cars, they buy 150 or 200 cars like Land Cruiser and Nissan patrol for storming in or armoured vehicles," he said. "If they go to Afghanistan and they want to move quickly, they will need power and speed. The Special Forces, they have military requirements I can't speak of, but if they have a storm-in they need to be in there within five minutes. They need a strong car with a strong fender, their time is calculated."
Car customisations, depending on the car and the extent of the work, can cost between Dh5,000 and Dh1 million, said Rashid Al Jaberi of Sub-Zero Motor Sports, which also manufactures spare parts locally.
"People with hobbies, regardless of the price, they do it even if they have no money. Some even get into debt for it. It's a hobby and challenge. As Arabs, whatever it costs we like to win, this is characteristic of Arabs. We like a challenge," said Al Jaberi.
Local manufacturing of spare parts has not quite taken off in the UAE and most are imported from the US, workshop owners said.
Off-roading has become a popular sport with UAE residents but the driver's skill is more essential than customising the car, said Mohammad Al Khateb, a founder of the Almost 4X4 off-roading club affiliated with the Emirates Motor sports federation club.
It could cost double the price for customisation at a car agency than a workshop, he said.
