Taajeer Group Partners With BASF To Introduce Baslac To Saudi Arabia

Aiming to provide a premium end-to-end automotive service, Taajeer Group has announced a partnership with baslac to introduce the refinish brand to Saudi Arabia. It follows the recent launch of a new subdivision, Taajeer Workshop Solutions.

Opened by Faisal Saleh Malaika, Managing Director of Taajeer Co., the announcement ceremony took place in Riyadh, Saudi Arabia, and received more than 100 guests from the automotive refinish industry.

“We are proud to announce our partnership with baslac, a brand well established in the Middle East and dedicated to excellence in services and coating products,” said Matthias Mueller, General Manager at Taajeer National Company. “Taajeer Workshop Solutions is determinedly committed in providing customers with end-to-end after-sales services. The partnership of these two strong brands will definitely expand our presence in the Saudi market. Also, this partnership reflects Taajeer Group’s continued commitment on pursuing high standards for our customers.”

Established in Jeddah in 1997, Taajeer Group aimed to become the first company in the country to offer the “best leasing-based solutions, in compliance with Islamic Shari’ah”. In 2013, it expanded to the automotive industry and established four companies each specialised in different areas including vehicle sales, general repair services, body and paint services, spare part sales, operating leases, daily rent, and collection.

“We, BASF, are very proud to announce our partnership with Taajeer Group, one of the biggest and most respected automotive companies in the Kingdom of Saudi Arabia and the region,” said Marco Hoepker, Regional Business Manager of BASF’s Automotive Refinish Coatings Solutions Business. “This collaboration will allow us to introduce our portfolio of high-quality products, services and systems to the market. This committed partnership will allow Taajeer Group to be the exclusive distributor of baslac products in the Saudi market.”

Taajeer Workshop Solutions offers comprehensive workshop solutions for all MG- and FAW-authorized dealers as well as to all individual workshops, workshop networks and car agencies. It is also the distributor of known and OEM-approved paint and equipment manufacturers from Europe, with baslac now joining the line-up.

BASF says that as part of the biggest supplier of chemicals for the automotive industry, baslac provides reliable colour competence, excellent product quality, and modern “e-oriented” customer service.

“We will work closely with all automotive car service centres across Saudi to ensure they are supplied effectively,” added Hoepker. “Our highly experienced technicians, together with Taajeer’s strong team, will also ensure support is available whenever required for each of our customers.”