Asimco, the leading manufacturer of premium friction products including brake pads, brake shoes, fuel pumps, brake fluids, disc rotors and shock absorbers has initiated a global marketing expansion intensifies with strategic thrust into African markets. The roll-out of the expansion is driven from its hub in Kenya and implemented through A-MAP's widespread presence in the region.

ASIMCO is highly recognized for its superior quality products since its establishment in 2001. Products under its portfolio include brake pads, brake shoes, fuel pumps, disc rotors and shock absorbers. Over the years, ASIMCO’s quality has supported strong growth in market share and is now sold in over 65 countries – including a prominent presence in the African markets.

ASIMCO's concentration in Africa is in response to the rising demand for auto parts and accessories in the continent. ASIMCO shop boards, posters, wall branding and roll-up banners are visible across the state in auto service centers as well as spare parts shops. This is part of ASIMCO's global promotional activities.

ASIMCO is one of the leading players in brake products in the global automotive aftermarket and is distributed regionally by Al-Muqarram Auto Spare Parts Trading (A-MAP).

The campaign aims to introduce Asimco products and educate 650+ retailers / mechanics across East Africa on the importance of using genuine brake pads. The campaign also highlights Asimco products, how to spot original from a fake; and distribute 10,000 promotional items across the East Africa region. The campaign started on July 4th, 2022, with product head along with Brand Ambassadors visiting Kirinyaga Road and Race Course Road in Nairobi, Kenya. The campaign is run by more than 40 trained brand ambassadors who interact directly with representatives of retail stores and auto garages.

Campaign Dates: Asimco Promotion In East Africa

• 5 days for Kenya July 4-8 targeting over 350 retail outlets/garages
• 2 days Tanzania July 11-12 targeting over 100 retail outlets/garages
• 2 days Rwanda July 14-15 targeting over 100 retail outlets/garages
• 2 days Uganda July 18-19 targeting over 100 retail outlets/garages

A-MAP's partnership with ASIMCO is a solid and long-term one with plans to expand its market presence across various markets, from the UAE to Africa and beyond. This is an enduring endeavor that will see ASIMCO consolidate its market leadership and brand awareness across the world, supported by its iconic product range.

Al Muqarram Auto Parts Trading (A-MAP) is part of the Badami Holding, which is a leading name in the business world, with over 50 years of experience as a prominent distributor and manufacturer of different commodities and products.

Online Promotions in Africa

 “As part of its strategic growth plans, A-MAP is collaborating closely with ASIMCO to expand its market presence across various markets, from the UAE to Africa, which is an emerging market particularly in the automobile industry, said Asad Badami, Managing Director of A-MAP. "Through this endeavour, ASIMCO aims to continue building on its market leadership and brand building across the other parts of the world, backed by its iconic product range,” he said.

In addition to field marketing acitivites, Asimco has also launched an aggressive digital promotion campaign in the African markets through online promotions through leading B2B portals in Africa like the Africa Business Pages and Auto Parts Africa. 

“The automotive aftermarket in Africa offers great potential for growth, particularly considering that there are over 22 million vehicles on the continent’s roads as on date, thus offering a huge demand for auto accessories and engine components such as bearings, brake pads, spark plugs and filters. With its hub in Kenya, and re-export base in the UAE, ASIMCO is set for a major growth curve," says Asad Badami. "Our online digital campaigns through Africa Business Pages and Auto Parts Africa have been yielding excellent results and helped us in idenifying and appointing agents and distributors in key markets across Africa," he said.

ASIMCO’s increased focus on Africa comes close on the heels on the surging demand for auto parts and accessories in the continent, which is growing 11% year-on-year and is expected to be worth over $25 billion by 2030. 

Al Muqarram Auto Parts Trading (A-MAP) is part of the Badami Holding, which is a leading name in the business world, with over 50 years’ of experience as a prominent distributor and manufacturer of different commodities and products.