AUSA compacts come to the Middle East

Spanish machinery maker AUSA opens region subsidary in UAE

Manel Serrano, AUSA's Middle East manager, says that Middle East sales should double in 2011
Manel Serrano, AUSA's Middle East manager, says that Middle East sales should double in 2011


Spanish compact machinery manufacturer AUSA’s says its newly launched subsidary in Dubai will help it to reach its goal of doubling its Middle East sales in 2011.

AUSA is a specialist in compact industrial machinery and its biggest-selling products in the Middle East are dumpers, all-terrain forklifts and self-loading concrete mixers.

The region accounts for 4% of overall export sales but AUSA hopes to reach 5% by the end of 2011. AUSA Middle East is supporting the regional sales network and the Spanish company claims that it is already leading “to a closer and more fluid relationship between AUSA and its dealers, which in turn has resulted in soaring sales in the region”.

Middle East manager Manel Serrano said the Dubai operation is part of a new global initiative to move closer to the distribution channel and enable closer monitoring of both mature and new AUSA products.

“Market growth has led us to revise our strategy in the region,” said Serrano. “Each visit to the region had seen the out spring of more and more opportunities, which ultimately led to the decision to set up AUSA Middle East.”

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

“Our aim is to double sales in 2011 and continue increasing sales year by year. We plan to promote AUSA’s new URBAN range and consolidate AUSA’s market leadership in the region.”


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PMV Middle East - March 2019

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