ExxonMobil lubricants JV partners with tech start-up in UAE

EMA Lubricants, a joint venture between ExxonMobil and Gibca, and the exclusive Mobil-branded lubricant manufacturer and distributor in the United Arab Emirates (UAE), has partnered with MySyara, a UAE-based technology start-up, to enhance the car ownership experience across the UAE. 

Through their strategic collaboration, Mobil will offer its range of premium automotive lubricants to  customers across the UAE via the MySyara mobile application available on iOS and Android. Products  offered include automotive lubricants such as Mobil 1 and Mobil Super range. Additionally, MySyara’s  partner garages will have access to a full suite of Mobil-branded automotive lubricants, allowing  customers to make more informed decisions. 

“Mobil’s reputation and experience in the  automotive industry is unmatched. Our collaboration with the world’s leading motor oil company was  inspired by the vision to be at the forefront of digitizing the automotive industry and bridging the gap between the end-user and garages. This association adds to our continuous efforts to provide customers  with technologically advanced products and services to help improve the car ownership experience in the  UAE,” said Anser Latheef, chief strategy officer, MySyara.

Currently, MySyara is helping streamline garage operations by offering them with data-driven insights  on consumer purchase habits, resulting in lean inventory. Through the MySyara mobile application,  consumers can receive real-time updates from garages regarding their car service and repair which in turn promotes transparency and reduces customers’ waiting time. 

“Our strategic collaboration with MySyara is about making car ownership simpler. As a home-grown tech startup with access to a network of garages  and an international customer base, we see MySyara’s unique ability to further cement Mobil’s position  as the preferred lubricant of choice in the region bringing trust and confidence to MySyara app users,” said Philippe Dupin, general manager, EMA Lubricants.