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Meeting our customers at the GITEX and the first proaxia Automotive Retail Event in Dubai



By Sascha Lessmann, Head of Automotive MENA, proaxia



Once a year, one of the world’s largest IT trade fairs, GITEX, opens its doors in Dubai to bring together the most influential ecosystems for advancing business, economy, society and culture through the power of innovation. 


From October 10 to 14, proaxia welcomed companies and individuals from the private and government sectors to discuss current and future trends in the automotive industry and their impact on sales and aftersales in automotive and heavy equipment retail.


proaxia took advantage of the large presence of clients from the Gulf region and the entire MENA region and brought together customers, SAP colleagues and partner colleagues for a joint meeting on October 12 at the Sofitel Dubai Downtown.


In this breakout session, decision-makers from IT and business had the opportunity to delve into the features of a future-proof dealer management system and how this should add business value to automotive retail. proaxia’s CEO Dr. Peter Lindtner, together with his leadership and product team, showed how proaxia VSS is able to foster the automotive retail business at all levels.


proaxia VSS is an innovative, adaptable, and intelligent dealer management system (DMS) for vehicle sales and aftersales, based on SAP S/4HANA. It supports dealerships from best-in-class operational excellence to analytics for strategic planning. The new-generation DMS is designed to enable new technologies and business models to be easily integrated while maximizing the business’s sales and aftersales performance.



Our participating clients appreciated the wide range of topics covered:


  • A look at the achievements of leading automotive importers and dealerships in the region.

  • Consideration of the impact of future trends such as autonomous or electrified mobility and transportation and of regulatory frameworks on the businesses of different players in the vehicle market.

  • An in-depth presentation of a transition from SAP DBM to proaxia VSS, outlining the transition path and elaborating on the proaxia transition tools and services, which characterize a smooth conversion with minimal operational disruption – thus safeguarding the investments of each SAP DBM client.


Knowledge-sharing between peers, especially between existing and new customers as well as our partners and the proaxia team, was highly appreciated and helped build trust in our innovative solutions.





Al Sayer, Jaidah, Abdullah Abdulghani & Bros, Edraky, SAP and proaxia emphasized the following points:


  • Embrace new technologies

  • Emerging technologies of today will power the customer expectations of tomorrow

  • Technology is an enabler of excellent customer experience

  • Align business and IT to enable successful business transformation

  • Safely transition from SAP DBM to proaxia VSS with tools and services by SAP and proaxia

  • Go for an agile DMS: scalable, flexible, and able to handle evolving business models, technologies and regulations.


proaxia consulting MENA looks forward to further enriching exchanges!


Stay tuned for the next proaxia events in our MENA region coming soon in the Kingdom of Saudi Arabia.