Featured on Dubai Eye 103.8’s Business Breakfast, the 18-year-old family business outlined its plans to grow mobile services for individual drivers and strengthen its operations through better data.
Dubai-based mathyo tyres is expanding its services for individual motorists as it diversifies a business historically centred on commercial fleets.
Founded in 2008, the family-run company provides tyre, battery and oil solutions through operating hubs across Dubai. Business customers currently account for approximately 80–90% of its business.
In a conversation with Tom Urquhart on Dubai Eye 103.8’s Business Breakfast, Emil discussed the thinking behind the expansion and how lessons from successive crises are shaping the company’s future.
mathyo tyres piloted its consumer expansion in 2025 and increased its focus during summer 2026, bringing mobile tyre and battery services to more drivers across the city.
Diversification has been part of the company’s strategy since the pandemic.
Following COVID, mathyo tyres deliberately broadened its fleet customer base across food supply, healthcare, utilities and government services, alongside sectors such as hospitality, tourism and construction.
The aim was to reduce dependence on industries likely to experience a downturn at the same time. When one sector slowed, demand from others could help support the business.
However, serving a wider range of industries still left the company heavily dependent on B2B demand, with its exposure to budget cycles, procurement delays and spending freezes.
Expanding consumer services adds a different pattern of demand. A business may postpone a purchasing decision until the following quarter. A driver stranded with a burst tyre or a failed battery often needs immediate assistance.
B2B remains the company’s core business. Its B2C expansion brings fleet servicing experience to everyday motorists while creating a broader customer base.
Mobile services are central to this expansion, allowing mathyo tyres to assist customers at their location.
For individual motorists, this offers a practical benefit: access to tyre and battery assistance without having to arrange a workshop visit when their vehicle cannot move.
For the company, it is an opportunity to apply 18 years of experience to a growing consumer operation, building on the technical knowledge and supplier relationships developed through its fleet business.
Regional geopolitical disruption has also exposed the company’s dependence on international supply chains.
The summer’s challenges prompted a wider operational review, including how quickly the company could identify shortages, respond to supplier delays and adapt to changing demand.
Having been through multiple crises and subsequently navigated the pandemic and flooding, the business has repeatedly faced events beyond its control. Each has reinforced the importance of recognising problems early and responding quickly.
Alongside its consumer expansion, mathyo tyres has been strengthening the way it captures information across the business.
The immediate priority is to record sales, enquiries, stock-outs and supplier delays consistently, creating a more reliable foundation for management decisions.
Over recent months, the company has been introducing a more organised approach to data collection. The longer-term aim is to improve demand forecasting, stock purchasing and its understanding of customer behaviour.
AI forms part of that ambition. First, the business is focused on ensuring it has clean, dependable data to work with.
As mathyo tyres expands, it intends to preserve the strengths that have supported it since 2008: long-standing relationships, conservative financial management and people with a strong understanding of the market.
Better systems and a broader customer base are intended to strengthen those foundations.
The company’s next phase combines consumer growth with improvements in operational visibility, helping it identify changes and act sooner.
It cannot control geopolitics, pandemics or shipping routes. What it can improve is the speed and quality of its response.
