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Auger Torque opening Middle East operations centre in the UAE

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25 Apr 2017

World leading earthmoving attachment manufacturer and engineering solutions business Auger Torque Europe Ltd will announce the opening of its operational headquarters – Auger Torque Middle East in the UAE following a successful exclusive distribution agreement of its equipment by the region’s leading construction company, United Motors Heavy Equipment. United Motors Heavy Equipment, part of the acclaimed Darwish Bin Ahmed and Sons Group, is one of the UAE ‘s largest business conglomerates

Auger Torque opening Middle East operations centre in the UAE

The official launch, held today at United Motors Heavy Equipment in Abu Dhabi, provides the launch pad for Augur Torque’s regional roll out and development of the dynamic Middle East region. Invited guests and VIPs include key dignitaries from British Embassy, UK Department of International Trade, UMHE key management members and customers across the region. The event included technical details of the products, live demonstrations of the equipment to showcase its technologies and deployment of solutions in versatility of the various attachments and new technologies that can be employed. Additionally, the UAE launch heralds an ambitious expansion strategy that has earmarked the development of customer relationships across its priority markets in Oman, Kingdom of Saudi Arabia (KSA), Kuwait and other GCC (Gulf Cooperation Council) states to support Auger Torque Middle East’s business objectives in providing improved productivity and reducing capital purchase through a streamlined supply chain and delivery process for clients.

Zaid Rassool, General Manager of Auger Torque ME, will be leading the programme in the priority region: “Auger Torque is a company built on delivering the best service and advanced engineering products to a global customer base. Our business model is formed around a customer centric approach bringing innovation and technology to the industry and improving productivity. Our launch in the Middle East and strategic partnership with United Motors expands our footprint and allows us to maintain a presence on the ground, cementing key partnerships within the U.A.E and beyond.”

Khalifa Saif Darwish ALKetbi, Managing Director of Darwish Bin Ahmed and Sons Group, commented on the news: “We’re proud of the partnership with Auger Torque as our supplier of choice within the Middle East for state-of-the-art construction projects. Their bespoke customer service and ergonomically engineered products proven by advanced western technologies set them apart to deliver solutions to the highest standards.”

The launch follows successful demonstrations of Auger Torque’s earthmoving attachments at The Big 5 International Building and Construction show at the Dubai World Trade Centre on 21-24 November 2016, demos to customers and detailed customer interaction to ascertain their feedback on the introduction of these types of product into the market.

Auger Torque is the world leading manufacturer of ergonomic and versatile earth drills, augers, trenchers and other attachments for loader cranes, excavators and skidsteer loaders. The company has global operations headquartered in Cheltenham, UK and manufacturing facilities in China and Australia and has recently developed products including the patented Shock Lock™ Tooth Locking System and a new app for devices.


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