Bauer opens new Middle East office in Dubai

CEO Dieter Stetter (centre) cuts the ribbonCEO Dieter Stetter (centre) cuts the ribbon, watched on by DAFZ’s Adel Ghafan, and Bauer Gulf MD Jareer Jadallah

Bauer Equipment has opened a new and expanded Middle East office in the Dubai Airport Free Zone (DAFZ), a move set to improve customer access to spare parts and support.

Their German-based CEO Dieter Stetter cut the ribbon on the new headquarters, with Bauer Equipment Gulf FZE managing director Jareer Jadallah and officials from DAFZ, Adel Ghafan, senior executive director, Engineering Department, and Jamal Salem Al Shaer, director projects, Engineering Department on hand to witness the opening.

Specialists in foundation engineering equipment, Bauer have sold their equipment into the Middle East since the late 1970s, said Stetter in a speech, first selling into the Kingdom of Saudi Arabia, and then expanding into the wider GCC including UAE, and as well as North Africa and the Middle East.

“Based on customer feedback, they have said they would very much appreciate it if we could take away some of their burden to stock many parts in their own company, and we take this over as a centralised function.”

Stetter said that they are seeing signs of improvement in equipment utilisation in the construction market in the UAE, as well as strong sales through their Saudi dealer, Zahid Tractor.

Establishing a strong position is a successful strategy for the company at the present time as the market grows, said Stetter. Once fully established, the offices will have around $2 million worth of spare parts on hand. The hub also benefits from its location within DAFZ, meaning close proximity to the airport.