Middle East vital to Haas marketing strategy

IMNE: Tell us something about Haas Automation.

Miranda: The largest CNC machine tool builder in the western world, Haas Automation manufactures a full line of CNC vertical and horizontal machining centres, CNC lathes, rotary tables and 5C indexers. Haas machine tools and rotary products are built to the exacting specifications of Gene Haas to deliver higher accuracy, repeatability and durability than any other machine tools on the market.

Founded by Gene Haas in 1983, Haas Automation has always produced top-quality products at affordable prices. By relying on volume sales rather than per-unit profits to build the company, Haas Automation delivers more standard features, high-tech innovations and rock-solid engineering than perhaps any other CNC manufacturer in the world–and at better prices! Haas Automation's one-million-plus square-foot manufacturing facility in Oxnard, California, is proof of the company's continued commitment to its customers. This ultra-modern factory is America's newest and most modern machine tool facility to date. Haas is the largest machine tool builder in America, shipping more units per month than any other manufacturer.Haas has invested extensively in dedicated, state-of-the-art manufacturing equipment and flexible manufacturing systems (FMS) to thoroughly streamline production capabilities and field an ever-growing line of high-precision CNC products. Widespread use of automated loaders and pallet systems allows "lights out" operation for increased productivity and efficiency. Haas currently ships more than 900 CNC machines per month.

IMNE: How do you go about making Haas brand known to customers in the Middle East?

Miranda: There are a number of HAAS machines already working in the Middle East, mostly in the U.S.-based engineering companies here. With our wide product range of affordable, innovative CNC Machine Tools we have immense potential to provide a complete metal cutting solution for various sectors such as oil & gas, precision engineering and other industries in the Middle East.

We are working on building up a strong dealership network revolving around our Haas Factory Outlet (HFO) concept where the ownership of the HFO is local with a strong understanding of the local market and yet follows the broad guidelines of the global HFO program thereby delivering world leading service and applications support to our customers.

IMNE: What motivated the company to invest in the Middle East?
Miranda: HAAS Automation Inc. USA manufactures a wide variety of machine tools from CNC simulators for training & education purpose to fully 5 axes machining centres to cut very complex shapes. Hence, we have something to offer everybody in metal cutting. Demand for CNC machine tools is increasing steadily in Middle East due to increase in part complexity, necessity to bring down cost of production and modernisation of the machine shop from conventional to CNC. We sincerely feel that we have the right mix of high technology, broad product range and affordability to cater to the local Middle East market.

IMNE: Are you planning to build a production location in the Middle East?

Miranda: We are focusing on offering the right product for right application at reasonable prices with effective and efficient after sales service, application and spare part support in the Middle East. We have no plans at present to build any type of machine tool product in the Middle East. HAAS has only one, a one million square-feet production facility in California, and for the time being there is no plan to produce our machine tools anywhere else.

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