So it starts—this may sound cliché, but we need an initial blog post to commemorate the launch of our website (though the app is still in development). I’m Sina, the co-founder of SteerMate, a project my brother Siavash and I began after a short conversation about the future of the industry we’ve been working in for years. Our family business, Fani Auto, focuses on installing car accessories for showrooms, especially for export markets, but we started feeling like the industry was slowing down. Cars now come with higher specs straight from the manufacturer, and with the rise of the internet, customers are bypassing middlemen like us and directly sourcing parts and accessories from wholesalers abroad. We considered pivoting the family business, but faced resistance, so we decided it was time to carve out our own path based on the knowledge and connections we had built over the years.
During one of our brainstorming sessions, Siavash casually mentioned an idea for a platform that helps people if they’re stranded—like if they lose their car keys. But then he said something that sparked my interest: "I’d like to expand into recovery trucks when we have a foothold in the market." That got me thinking about the potential of recovery trucks alone, an industry we already had some access to, thanks to our long-standing relationships with individual drivers and fleet owners. It seemed like a simpler, more immediate market to tap into, and given our experience and connections, it felt like the right move.
The vehicle recovery market, as it stands, is outdated. If your car breaks down, you're stuck calling someone, waiting without knowing when they’ll arrive, and often being hit with unclear or inflated charges. It’s frustrating, slow, and inefficient, especially in a place like Dubai, where tech-driven solutions are already revolutionizing so many industries. And that’s where SteerMate comes in.
We’re bringing modern tech to an industry that hasn’t evolved in decades. With SteerMate, we aim to make vehicle recovery as simple and seamless as ordering a ride on Uber. Instead of the usual hassle, customers will be able to open our app, request a recovery truck, and track it in real-time, knowing exactly when help will arrive. The transparency extends to pricing too—no hidden fees, just clear, upfront costs that you can trust. By leveraging technology, we're addressing one of the biggest pain points: the waiting game.
SteerMate will use smart dispatching to ensure the nearest recovery truck gets to you as quickly as possible, significantly cutting down response times. We’re focused on efficiency because, let’s be honest, no one wants to be stranded for long. This isn’t just about convenience; it’s about peace of mind and safety.
But it's not just consumers who benefit. Businesses like showrooms and dealerships, which regularly need vehicles moved between locations, will also find value in SteerMate. We’re offering tailored solutions for these clients, with bulk discounts and fleet management options. They’ll be able to track their fleet’s movements in real-time and manage vehicle logistics far more efficiently than before.
We’ve also built this platform on a foundation of relationships that we’ve spent years developing in the automotive industry. From drivers to fleet owners, we’ve worked with them all, and now we’re bringing them onto our platform, ensuring that SteerMate users get reliable, trusted service providers. This isn’t about disrupting for the sake of it—it’s about using the tools and connections we already have to improve an outdated system.
Looking ahead, while our focus right now is on vehicle recovery, we’re not stopping there. The plan is to expand into other areas of roadside assistance, like repairs and locksmith services. But for now, we’re staying true to what we know best, making sure we perfect vehicle recovery first before expanding further.
By combining our industry knowledge, our tech-forward approach, and a genuine desire to improve customer experience, we believe SteerMate has the potential to redefine vehicle recovery in Dubai and beyond. This is just the beginning, and we’re excited to share this journey with you as we continue to grow, evolve, and roll out the app.
