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Rustavi is Georgia's industrial city and the unlikely automotive hub of the wider region — roughly 125,000 people twenty-five kilometres south of Tbilisi in Kvemo Kartli, built around a metallurgical complex and now better known internationally for the vast vehicle auction and re-export market on its edge. That market is the story here. Cars arrive from Europe, the United States and Japan, pass through Rustavi, and leave for Armenia, Azerbaijan, Kazakhstan, Uzbekistan and beyond, moved by dealers whose entire business runs on WhatsApp, Facebook groups and personal reputation. It is a genuinely international trade conducted with almost no formal digital infrastructure — buyers travel from Central Asia on trust and word of mouth because there is no other way to verify a dealer. Alongside it sits the city's industrial base and the motorsport circuit, and beneath all of it a proximity to Tbilisi that means Rustavi businesses compete for attention with a capital half an hour up the road.

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