Serco has announced the promotion of Kate Fleetwood to the role of head of operations for the western region of Saudi Arabia. The promotion of Fleetwood into this newly created role reaffirms Serco’s commitment to supporting the Saudi government and Vision 2030, with a special focus on enhancing the safety and readiness of projects across the western region.

Fleetwood is responsible for overseeing the financial and operational delivery of Serco’s contracts on the west coast of Saudi Arabia, including within the Red Sea and NEOM area, where Serco holds a number of contracts supporting the development of the giga-cities infrastructure, including providing fire and rescue services at Red Sea International Airport and supporting Red Sea Global’s carbon-neutral mobility services.

In her new role, overseeing around 200 staff, Fleetwood and her team have a core objective of bringing Serco’s many years of experience and knowledge within the transport and emergency services industry to the rapidly developing region.

Since joining Serco in October 2022, having previously worked with Rolls-Royce and National Nuclear Laboratory in the UK, Fleetwood has been instrumental in leading multiple large-scale negotiations and mobilizations, swiftly establishing herself as a key contributor to Serco’s growth in the Middle East. Additionally, Fleetwood’s promotion is also reflective of the progressive efforts of Serco’s commitment to fostering female leadership within the operations sector.

“It’s a privilege to represent Serco, a company that actively challenges the status quo in promoting the progression of women into operational roles,” said Fleetwood. “This advancement paves the way for a new generation of women to shape their own futures in the industry. As Vision 2030 unfolds, revealing an increased need for adept and experienced partners, our team is dedicated to playing a significant and important role in impacting a better future for the community here in the region, delivering top-tier transport and emergency services across the west coast and ensuring our operations both support and keep pace with the ambitions of the Saudi government.”

Fleetwood will report to Samantha Rowles, operations director — transport, for Serco Middle East, who said: “Kate’s promotion is a testament to her remarkable skillset and the exceptional value she has added to our operations in a short time.” 

Her expertise and experience will be pivotal as we continue to expand our operations in Saudi Arabia.”

Automechanika Riyadh, Saudi Arabia’s leading trade show for the automotive aftermarket, concluded a successful sixth edition on Thursday. Held at the Riyadh International Convention and Exhibition Center and running from April 30-May 2, the event featured more than 340 exhibitors from 26 countries and welcomed over 8,000 visitors.

Spanning three halls and more than 11,000 square meters, Automechanika Riyadh showcased a diverse product range featuring brands from local and international exhibitors. In addition, attendees had access to unparalleled networking opportunities, unlocking new pathways for business expansion.

Bilal Al-Barmawi, CEO and founder of 1st Arabia for Trade Shows and Conferences, said: “The international automotive aftermarket is a thriving and constantly evolving sector, and the Automechanika portfolio globally represents the entire automotive aftermarket value chain like no other. Automechanika Riyadh caters to all industry segments, from parts and components to repair and maintenance equipment services.”

Aly Hefny, show manager, Automechanika Riyadh, Messe Frankfurt Middle East, added: “The event provides a unique opportunity for industry professionals to come together and explore new technologies and business opportunities in the region. Automechanika Riyadh offered three days of innovation and collaboration while highlighting our position as more than just a trade show but a place to share knowledge and keep attendees up-to-date with the latest industry trends and developments.”

The Automechanika Riyadh Academy, running throughout the three-day exhibition, featured keynote presentations, panel discussions and market updates. The academy was hosted by industry leaders and featured speakers from renowned global companies such as Bosch, Renault and Nissan, as well as Saudi government representatives.

On the opening day, Saleh Al-Khabti, deputy minister of investment transaction, Ministry of Investment, launched proceedings with a keynote speech. This was followed by a presentation on “The Kingdom’s Automotive Industry Landscape” by Aftab Ahmed, chief adviser — automotive cluster, National Industrial Development Center at the Ministry of Industry and Mineral Resources. The rest of the day’s agenda explored topics including sustainability, innovation and urban mobility among many others.

On the second day of the Automechanika Riyadh Academy, topics included “Growth Opportunities in the GCC Automotive Aftermarket,” “Impact of Technology in the Automotive Aftermarket Space,” and “Winning Formulas for Aftermarket Distribution.”

A three-hour training workshop, “Navigating After-sales Learning and Development,” concluded the academy on May 2. This workshop highlighted the importance of continuous learning for after-sales professionals in the automotive industry and was delivered by Farid Sfeir, training manager, Tiqani Inc.

Senior buyers and key decision-makers had the opportunity to meet through The Premium Club, an exclusive networking program that fast-tracks and simplifies the purchasing process.

Automechanika Riyadh hosted six country pavilions, including China, Taiwan, Thailand, Hong Kong, Korea, and Singapore. Exhibitors from Germany, the UK, the US, Japan, India and Pakistan also showcased their products at the event.

From the GCC, the UAE, Qatar and Saudi Arabia had a significant presence, with Saudi exhibitors taking over 25 percent of the total exhibition space.

Automechanika Riyadh featured eight product categories, which include: parts and components, electronics and systems, accessories and customizing, tires and batteries, car wash and care, oils and lubricants, diagnostics and repair, and body paint.

The show is one of 14 Automechanika events worldwide and is licensed to 1st Arabia Tradeshows and Conferences by Messe Frankfurt Exhibition.