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Against a backdrop of the most exciting cars in the world on show at this week's Dubai International Motor Show, six automotive industry experts brought their knowledge and expertise to the table in a strong and insightful debate on the subject of what the future holds for motoring in the Middle East.

The inaugural Sustainability Forum held today at the Dubai International Motor Show which runs from 16 - 20 December at the Dubai International Convention and Exhibition Centre, attracted an audience of industry representatives, media and general public.

Moderated by Shazhad Sheikh, Editorial Director of ITP Consumer Publishing, the panel comprised Simon Frith, Managing Director, Al-Futtaim Motors; Noaman Al Saleh, CSR and Media Relations Manager, ENOC Group; Dr. Mazen Hammoud, EcoBoost Powertrain Calibration Manager, Ford and Steve Clarke, VP Global Vehicle Engineering, General Motors.

The automotive industry is facing one of the most revolutionary changes in its history as it moves toward sustainable mobility. Searching for secrets to long-term success, all sectors of the industry consider innovation and technology to be the most important areas of focus.

According to Ford's EcoBoost Powertrain Calibration Manager, Dr. Mazen Hammoud, sustainability initiatives in the motoring industry have long focused on efficiency, but this is now changing. He identifies the key priorities now as ecology, not economy and with Ford's EcoBoost, the company has refined both their engines and their thinking. The result is continued performance without compromising Ford's principles of a cleaner environment.

While green initiatives may have been slower to arrive in the Middle East, the pick-up is gaining momentum to quickly match those of the developed world. An excellent example is ENOC Lubricants' introduction to the region of a eco-friendly range of engine oils, which Noaman Al Saleh, CSR & Media Relations Manager, ENOC Group explained, has been created to address energy and environmental concerns and ensure better health for vehicle engines.

The crux of the matter, according to Steve Clarke, VP Global Vehicle Engineering, General Motors, is that manufacturers: "Need to change the DNA of the motor car. We need to focus on a number of areas - on sourcing and utilising alternative energies, on increasing efficiencies in combustion engines and transmissions, and on working towards implementing hydrogen technology as the ultimate goal for sustainable mobility."

It is also important for motor manufacturers to be ready to offer sustainable solutions to customers even before they realise they need them. Simon Frith, Managing Director, Al Futtaim Motors, the official UAE distributors of Toyota and Lexus, outlined the manufacturer's 2020 goal to include a hybrid option in every single Toyota and Lexus model range.

The conclusion drawn at the close of the panel was unanimous: implementation of new legislation in the region is essential and now seems imminent, with hybrid and green vehicles destined to become serious market players. This is substantiated by the number of hybrid and environmentally friendly cars on display at this year's Dubai International Motor Show.

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