General Motors Middle East Celebrates Service Excellence at 8th Edition of the Dealers Technicians Competition

General Motors brings top 40 auto technicians in the Middle East to compete and be the best

  • GM Dealer Skills Competition is a fundamental commitment to GM’s fix it right the first time promise to customers

DUBAI – Last week, General Motors’ 40 top auto technicians from around the Middle East have been competing in Dubai to be named the best in the region.

The annual competition, now in its eighth year, reinforces GM’s customer centric philosophy towards a sustainable high rate of fix it right first time.

“Our main aim at GM is to be customer centric; so naturally, making sure customer vehicles are fixed to the highest standard possible is a critical part of this,” said Mario A. Spangenberg, President and Managing Director of GM Africa and Middle East. “This commitment to our customers is part of our culture at GM. This competition is one of the many ways we encourage our technicians to develop their craft in order to provide our customers with the best aftersales experience possible.”

After having gone through a qualification process over the past year, the 40 finalists met in Dubai to compete in a series of tasks to test their technical skills, they diagnosed and fixed 40 purposely booby-trapped vehicles. The competition is refereed by 20 judges from General Motors as well as third party experts from several different areas of relevant focus.

The group collectively fixed 10 issues over 10 hours during the two-day event.

The winner of the competition was Sherwin Anthony Ribeiro, an Indian national, who is a technician for the Alamana Industries Company, GM dealer in Kuwait. He scored the most points for his accuracy and speed in diagnosing 10 difficult issues on various vehicles, be they from Cadillac, Chevrolet or GMC, and formulating the best course of action for a correct fix from the outset in the quickest time.

“After my first participation last year, I went back to Kuwait and decided that I will work harder for the following year, and here I am!” Sherwin enthused after Mario A. Spangenberg, President and Managing Director GM Africa and Middle East handed him his winner’s trophy during a gala dinner. He continued; “The Competition is full of challenging tasks, it pushes us technicians to work harder and fix a customer’s car right form the first time. It is an amazing initiative by GM, because it maintains a high level of skills and I hope to participate and win again.”

Vienson Cabarse from Al Jomaih Automotive in Jeddah came in second place and Willbold Bensley Gomes from the Al - Amana Industries Company in the Kuwait came in third.

“Since the inception of this competition and its supporting training programs, there has been a significant improvement in the ‘fix it right the first time’ rate across the region. This year, GM Middle East, across its four brands’ service efforts, has the highest ever customer satisfaction levels in the region’s history, something that we are very proud of. Our dealer technicians’ skills, highlighted by this competitive tool is a major contributor to our customers’ satisfaction,” said Mohammed Al Fayyad, Director of Customer Care and Aftersales for General Motors Middle East.

It has been a long road to get here. 1960 GM dealer technicians from around the Middle East signed up for the competition in February.

Since then, they have been through training programs and five grueling elimination rounds consisting of online and written tests. This cut the field down to 300 and down to the top 40 who flew into Dubai to compete in the finals this week.

General Motors Co. (NYSE:GM, TSX: GMM) and its partners produce vehicles in 30 countries, and the company has leadership positions in the world's largest and fastest-growing automotive markets. GM, its subsidiaries and joint venture entities sell vehicles under the Chevrolet, Cadillac, Baojun, Buick, GMC, Holden, Jiefang, Opel, Vauxhall and Wuling brands. More information on the company and its subsidiaries, including OnStar, a global leader in vehicle safety, security and information services, can be found at