An Australian company launched a world first - the Sports Rider Extreme X - an adjustable spring height performance suspension unit at a Dubai trade show.

Victoria-based Pedders Suspension staged the event at Automotive Aftermarket Middle East 2004 (AAME), the region’s premier international trade show for automobile parts, accessories, tyres, batteries and garage equipment, which was held in Dubai in late March.
“We felt that the time and market were just right for us to launch our new products,” said Andrew Sanders, export manager, Pedders Suspension. “The Middle East is coming on in leaps and bounds regarding product awareness and we are interested in building a network of dealers to grow a profitable and quality product range.”
Pedders Suspension returned to the exhibition after four years. AAME 2004, organised by International Expo Consults (IEC) and held under the patronage of the Government of Dubai’s Department of Economic Development, was the largest in the event’s history
Other Australian participants included first-time exhibitors TriMas Corporation, Australia’s largest supplier of tow bars, hitches and roof racks, and the multi-award winning firm, Disc Brakes Australia, which manufactures disc brake rotors for a wide range of 4WDs and performance cars.
The Australian Automotive Aftermarket Association (AAAA) led the Australian team in a bid to capture some of the Middle East’s rapidly expanding vehicle parts and accessory markets whose business totals some $11 billion.
The team occupied one of six national pavilions, the others representing India, Taiwan, China, Turkey and Pakistan.
“The market here in the Middle East is booming at the moment,” said Kim Elliott, executive director, AAAA. “With the regional spare parts market achieving an average six per cent growth annually, we are very keen to assert a strong Australian presence here. The delegation will seek to open up new markets by taking advantage of the ample opportunities to expand trade, as well as cementing our existing relationships here.”
In addition to the national pavilions, exhibitors came from Canada, Hong Kong, Italy, Malaysia, UAE, USA, Cyprus, Singapore, Thailand, Spain and France, said Abdul Rahman Falaknaz, President of the Falaknaz Group - IEC’s parent company. Falaknaz and heads of pavilions addressed exhibitors and visitors on the relevance of the expo to capitalising on the growing automotive parts market in the region.
The event, held in its 9th year, has seen visitor attendance figures increase year-on-year.  With a visitor footprint taking in the entire Middle East and North Africa, the show, which ran from March 28 to 30th at the Dubai International Exhibition Centre (DIEC), served an industry where demand for the latest spare parts, components and accessories was being fuelled by one of the world’s highest ownership of vehicles as well as heightened customer expectation and competition.
This year’s event gave visitors direct access to over 180 local and international companies displaying the latest products, technology and services in the automotive aftermarket industry. They also had the opportunity to attend industry-focused seminars that highlighted the market trends and growth opportunities in the sector.