BorgRollsWarner unveils flagship showroom in Dubai

BorgRollsWarner Middle East LLC (BRW), a leading name in OEM-quality truck and trailer parts, proudly inaugurated its state-of-the-art showroom in Dubai on June 18. This milestone is not only a symbol of BRW’s growing regional footprint, but also a strategic move to position Dubai as a global hub for automotive aftermarket excellence - capitalising on its geographical importance at the crossroads of continents.

The grand opening ceremony was attended by distinguished dignitaries and senior leadership from BRW’s global and regional teams. Honoured guests included Lt-Colonel Mohamed AlDhaheri of Abu Dhabi Police; Fahad Tawhid Almohtadi, Director of Damas Real Estate; Sajith Kumar PK, CEO of IBMC Financial Professionals Group; K P Thamban, Regional Director (Dubai Region) at Lulu Retail Holdings PLC; Zabi A. Khan, Director of Europart; Ganesh Mangathil, Head of Publishing, Dubai Golf; Balagopalan M, Former Trade Head, National Bank of Fujairah, Vilas Ambadkar, Business Head, Dynatrade, Dubai UAE; and Rajmohan, Regional Manager, Novus Fire & Security Group. Their presence underscored the strength of BRW’s cross-industry relationships.

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A showroom with a vision

Strategically located in Dubai - a global logistics and business epicentre - the showroom is a testament to BRW’s philosophy of delivering excellence with precision and purpose. Highlights of the facility include:

• A sleek, glass-fronted structure that reflects BRW’s international brand identity

• Extensive displays covering both European and Japanese truck and trailer segments

• Dedicated product consultation zones and digital catalogue access

• Customer-focused service counters for seamless, personalised support

This facility not only enhances BRW’s local presence but also serves as a global point of convergence - enabling faster access, closer relationships, and stronger service to customers across the Middle East, Africa, Asia, and beyond.

People-first and purpose-driven

Nazeer Veliyil, CEO of BRW, dedicated the success of this milestone to the entire BRW team. "This is more than a showroom; it’s a symbol of our collective dedication. Every step of our journey - from our roots to the roads of Dubai - has been guided by a brilliant approach, respected values, and the desire to create meaningful impact."

The event’s emotional highlight was the acknowledgement of BRW’s employees - the pillars of the company’s success whose unwavering commitment continues to drive the brand forward. 

Looking ahead

The launch of the Dubai showroom forms the springboard for BRW’s broader global strategy, including:

• Serving as a centralised customer experience and regional support hub

• Deepening ties with fleet operators, distributors, and trading partners globally

• Broadening product offerings to align with evolving global market demands 

This expansion also reinforces BRW’s digital-first strategy, seamlessly integrating its platform www.brwengland.com for global accessibility, product support, and customer engagement.