AUSA IS GEARED UP TO MAKE AN IMPRESSION AT BICES

AUSA is polishing off the final details for attending the ninth Beijing International Construction Machinery Exhibition and Seminar (BICES), to be held in Beijing from October 16 to October 19.

BICES is revving up its engines for the ninth event, where the leading local manufacturers will take advantage of the opportunity to present their latest items. AUSA will be participating in the show for the first time and does so with the intention of gaining the confidence of a market with one of the largest growth potentials in the world, as a result of its wide range of products serving the construction industry.

This will be the first time that AUSA “plays away from home” comments Pere Barcons, manager of AUSA Overseas Operations, alluding to the significant presence of local manufacturers who will be attending the event. Naturally the orange brand will be participating at BICES for the first time with the certainty of “getting the most out of the event”. Mr. Barcons points out that the trade fair will not only allow AUSA to exhibit the capacities of its products at the stand, but also to perform practical demonstrations on a dynamic test field incorporated in the fair grounds.

THE TIME HAS COME TO TAKE OFF IN CHINA

The year 2007 is the first year in which AUSA has officially commenced business in China. After presenting the line of vehicles and developing the basic structures needed to have everything ready and set to go, “take off time” has arrived, affirms Mr. Barcons. For this reason, all indications point to BICES as the setting in which the first sales will materialize. The distribution network will continue to take shape as a result of the interest displayed by the Chinese distributors in a company that “enjoys an excellent brand image thanks to attributes such as sturdiness, power, durability and the numerous features offered by its products". All of these factors offer “a balance between quality, features and price that is hard to match”. Mr. Barcons points out that if we also take into account the performance offered by these machines, well ahead of that of its competitors “we will be witnessing the start of a great adventure”.

The AUSA vehicles which are sparking the greatest interest in China are the forklifts. Several of these top of the line units with 4 wheel drive will be on display at BICES. Mr. Barcons believes that these will be the vehicles most likely to lead to the consolidation of the Spanish brand in the region. The large load capacity dumpers also seem to be in a good position to offer some good news to the AUSA managers.

China is a market that requires somewhat complex business protocols, to which AUSA has been adapting gradually, “in addition to offering a competitive product which responds to market demands, there is a very particular idiosyncrasy which also forms part of the rules of the game”, adds the Operations Manager. According to this manager, the success of these relationships and strategies while not decisive are, nonetheless, important. “In any event a good product continues to be the basis for success which is why, in spite of the local competitors, we foresee a most promising future”. Mr. Barcons comments that clients are increasingly opting more for quality, features, service and sturdiness, items which not all manufacturers are capable of offering. The decision to choose quality products is steadily increasing as opposed to those who turn to alternative local brands which have “neither the features or services and which wind up being more expensive in the long run”. For Mr. Barcons, the added value provided by major manufacturers is a resource offered by “only a limited few and an area in which AUSA stands out in a category of its own in the competitive Asian market scene” concludes an optimistic Mr. Barcons.