Companies in the GCC region, especially in Saudi Arabia, need to pay special attention in 2014 to the capacity of their dealers to serve their customers efficiently.

In 2013, the trend of increasing sales by double-digits continued in most GCC markets, but few car makers made enough effort to expand their service and spare parts networks to satisfy increasing demand.

There have been recorded cases of complaints in Saudi Arabia of substandard service.

Customers complained of delays in booking regular service and ordering repairs or spare parts for their vehicles; faced high and inconsistent prices by dealers; and endured bad treatment by many outlets.

One customer reported finding his car dirty with fingerprints all over the body surface after a regular service.

Another said a window was left open in his car and a friendly cat was lying in the front seat when he arrived to take delivery of his car after repairs. Arab consumers would not tolerate dubious treatment by dealers for long and starting in 2014 one of the obvious trends is for consumers to vote with their feet and go where better after-sale services are offered.

Already consumers know which manufacturers offer the most reliable cars and they are the ones on top of the sales charts in the region.

Buyers of those cars only see their dealers once a year for service and hardly go back for repairs in the first three years after buying a new car.

If companies want to continue sustainable growth in the region, they better pay attention to their capacity for service and after-sales care or they may start to lose customers.

Service packages should be clear, on time and reasonably priced.

It is always wiser to keep current customers happy than seek new customers at their expense.

— Adel Murad is a senior motoring and lifestyle journalist, based in London.