The UAE automotive industry has experienced exponential growth in the last few years, generating records of demand for car parts. The scenario has proved to be the perfect breeding ground for an old problem in the region — the increase in the amount of fake spare parts available in the market.
Most drivers think they can usually differentiate a fake car part from the real one. This ensures that unauthorized car shops have guaranteed patronage. As a result, one out of four cars is fitted with fake spare parts.
To change drivers’ attitude, AWR Arabian Automobiles and its Nissan Service Center/Genuine Parts division, along with its creative agency TBWA\Raad, created KEFA, the fakest spare parts ever. KEFA was introduced to car fans at the Dubai International Motor Show.
The company used a shower drain, a printer toner and kitchen strainer, and respectively presented them as a brake rotor, a fuel injector and an air filter. Each one even had it its very own package for the complete effect.
More than a hundred car fans were interviewed, and less than 6 percent were able to notice the scam. The reactions were compiled in an online film, meant to prove that, when it comes to car parts, it’s better to rely on genuine products and on authorized service centers.