UK's Auger Torque launches Middle East operations

UK-based hydraulic equipment manufacturer Auger Torque opens headquarters in the UAE following signing of distribution agreement with United Motors Heavy Equipment

A large, auger-type earth drill attachment from Auger Torque is deployed by an excavator.
A large, auger-type earth drill attachment from Auger Torque is deployed by an excavator.


UK-based earthmoving attachment manufacturer Auger Torque Europe today opened an operational headquarters – Auger Torque Middle East – in the UAE, following the signing of exclusive distribution rights to United Motors & Heavy Equipment (UMHE).

A launch event hosted by UMHE in Abu Dhabi was attended by VIPs from British Embassy and UK Department of International Trade, alongside UMHE executives and its industry customers from across the region.

The event included technical presentations and live demonstrations of Auger Torque’s equipment to showcase its technologies and their deployment in a versatile range of construction work scenarios.

Zaid Rassool, the newly minted GM of Auger Torque ME, said: “Our launch in the Middle East and strategic partnership with United Motors expands our footprint and gives us a presence on the ground in the region for cementing partnerships within the UAE and beyond.”

The opening of a regional headquarters in the UAE forms part of a broader expansion strategy ofr Auger Torque for the development of customer relationships across Oman, Saudi Arabia, Kuwait, Qatar and Bahrain.

UMHE is itself part of Darwish Bin Ahmed and Sons Group, and Khalifa Saif Darwish Al Ketbi, MD for the group, commented: “We’re proud of the partnership with Auger Torque as our supplier of choice within the Middle East for their advanced technologies and ergonomically engineered products.”

The launch follows Auger Torque’s attendance at The Big 5 exhibition in Dubai last November, where it demonstrated its product to potential customers and gathered detailed customer feedback on the potential introduction of these types of product into the market.

Established in Europe in 1998, Auger Torque has global operations headquartered in Cheltenham, UK and manufacturing facilities in Australia and China, where it makes a range of earth drills, augers, trenchers and other attachments for loader cranes, excavators and skidsteer loaders.

It has most recently patented the Shock Lock Tooth Locking System, which is a system of rubber shock absorber strips employed on its augers.

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PMV Middle East - September 2018

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