02.09.2011

Ausa opens in Dubai

Spanish compact equipment and telehandler manufacturer Ausa has opened a Middle East subsidiary in Dubai, UAE.

The new operation is intended to strengthen the company’s sales presence in the region, with the initial target to double sales of all its products in the local area by the end of the year.

The region as a whole currently accounts for four percent of the company’s export sales and the objective is to reach five percent by the end of 2011. The new subsidiary is strategically located on Sheik Zayed Road, in the heart of Dubai’s financial and business district, close to the offices of Ausa’s commercial partners in the region.

Ausa says that it currently does very well in the region with its dumpers and concrete mixers but wants to put a great deal more effort behind its other products such as the new compact telehandler range.
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Manel Serrano

Ausa Middle East manager, Manel Serrano said: “Market growth has led us to revise our strategy in the region. Part of the new strategy has been to move closer to the distribution channel, which enables closer monitoring of both mature and new products. Each visit to the region had seen more and more opportunities, which ultimately led to the decision to set up Ausa Middle East”.

“We work with dealers and always try to find the right partners for each product family. Therefore, within the same country or area, we might have a number of different distributors, each specialising in a particular product. In this way, we can reach more clients”.