EFS Middle East: Bringing Quality and Adventure to a New Frontier
The story of EFS begins in Australia with a clear mission: to create high-quality suspension systems that could withstand the challenges of the harsh Australian landscape. Known as Enhanced Four Wheel Drive Systems (EFS), this proudly Australian brand has grown from a family-operated business into a respected name in the off-roading industry. EFS suspension systems and accessories have become synonymous with durability, reliability, and performance. For years, EFS has set the standard in designing products capable of tackling extreme conditions—making off-roading accessible and enjoyable for enthusiasts around the world.
The Start of a New Chapter in the Middle East
The EFS Middle East journey began with two friends, Saeid Hoseini Emami (CO-FOUNDER and CEO) and Ali Kaviri (Co-Founder and COO). With years of friendship forged through shared off-road adventures, Saeid and Ali shared not only a love for off-roading but also extensive business expertise. They both had years of experience in trade, import, and export, particularly in the auto parts industry. Over a decade ago, they embarked on a new venture, establishing a company that would specialize in trading suspension systems and off-road accessories. Their passion for adventure combined with their knowledge of the auto parts market created a solid foundation for their business.
A Strong Foundation and a Vision for Growth
In 2020, another trusted friend and fellow adventurer, joined the company as the Director of Marketing & Business Development. Masoud Banafsheh, a successful entrepreneur, had spent years exploring the off-roading trails alongside Saeid and Ali. His expertise in business development brought fresh energy to the team and played a significant role in expanding the company’s reach. Over the years, this close-knit team achieved numerous goals, building strong partnerships with globally renowned brands like Ironman4x4 and Pedders.
EFS Middle East: A New Era of Opportunity
In 2024, they embarked on a new chapter, becoming the main branch of EFS for the Middle East and Africa. This partnership reflects their shared commitment to bring EFS’s quality-driven products to new markets. With a deep understanding of the region’s needs and terrain, this team is dedicated to connecting off-road enthusiasts across the Middle East and Africa with products that meet the demands of rugged environments.
Their goal? To establish a reliable network of resellers who believe in the EFS brand and understand its potential. They know that EFS products—crafted to endure, built with precision, and tested in some of the world’s harshest conditions—are exactly what the region’s off-road community needs.
Looking Ahead: A Shared Vision for Adventure
As EFS Middle East grows, so does its commitment to supporting off-roaders at every level of adventure. With the collective experience and dedication of this company, EFS Middle East is set to become the go-to source for those who seek quality, reliability, and the spirit of adventure that has always defined EFS. This is more than a business; it’s a partnership with a community of adventurers eager to explore the world with confidence.
Whether you’re a passionate off-roader, an experienced reseller, or simply someone who believes in the EFS vision, the Middle East branch is here to fuel your journey and keep you ready for the road ahead.
