Niterra establishing new benchmarks: Automechanika Middle East and Africa, 2023
With a rich history spanning over 85 years, Niterra, formerly known as NGK SPARK PLUG, has consistently exemplified innovation and excellence in the automotive sector. The rebranding to Niterra in April 2023 signifies a strategic shift towards environmentally sustainable business fields, setting a new course for the company.
In line with the company’s vision and aligned with the United Nations’ 17 ‘Sustainable Development Goals’ (SDGs), Niterra embarks on an ambitious journey to address global challenges through innovative solutions in Mobility, Medical, Environment & Energy, and Communications. This forward-looking approach underpins Niterra’s commitment to shaping a sustainable future.
Muhammad Iqbal, Marketing Manager at Niterra Middle East, emphasizes how the brand continues to lead in the automotive landscape, establishing new benchmarks for excellence. With a global footprint and a diverse range of initiatives, Niterra stands at the forefront of driving progress in the industry.
Yoshihiro Goto, Managing Director of Niterra Middle East, extends Niterra’s dedication to quality beyond products to partners in the automotive network. The introduction of the TRUSTED programme, a certification initiative for garages, ensures end-users receive services of the highest standard. Currently active in the African region, specifically in Kenya, the programme is set to expand to Nigeria and Ghana.
At Automechanika 2023, Tufan Baysal, Director of Aftermarket MEA at Niterra Middle East FZE, underscores Niterra’s unwavering commitment to quality. He introduces the “PLATINUMPOINTS” loyalty programme, offering added value to partners. Beyond granting access to exclusive information and events, the programme fosters a community of industry professionals dedicated to advancing automotive technology. This programme is currently active in the UAE and Egypt.
Niterra’s active participation in Automechanika, a premier event in the automotive sector, solidifies its position as an industry leader. In 2023, Niterra is honored to serve as a jury member, further affirming their dedication to driving excellence in the field. With a presence on every continent, Niterra boasts 69 group companies, 34 production plants, 5 Technical Centres, and 3 Venture Labs worldwide. The company’s core business groups, including Automotive Components and Technical Ceramics, employ over 16,100 professionals globally.
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