Al Futtaim Auto and Machinery Company (Famco), a leading supplier of commercial vehicles, construction and industrial equipment in the region, has officially launched operations in Bahrain as part of its ambitious expansion drive across the Middle East.

To mark the occasion, the Dubai-headquartered company held a grand ceremony at The Ritz-Carlton, Bahrain last month which was attended by nearly 300 construction professionals including leading consulting, contracting and engineering firms in the country.

The 5,000-sq-m branch office is located in the Ras Abu Jarjur area near Alba smelter.

“We are very excited to be starting our operation in Bahrain,” said Paul Floyd, senior managing director of Famco Group, which represents 30 brands.

“We are one of 200 companies within Al Futtaim Group, a well-respected family-owned company.  Reputation is hugely important to us and integrity, professionalism, reliability, trust and service are our core values. We try to raise the bar and add value to our products,” stated Floyd.

“We want to be the preferred and trusted supplier, both from a manufacturer’s and buyer’s point of view,” he added.

Headlining the event was Famco’s main brand, Volvo Construction Equipment of Sweden. The Bahrain branch’s construction equipment offering will also include SDLG construction equipment of China, Hartl crushers and screens from Austria and Merlo telescopic handlers from Italy.

The Bahrain office will also offer a range of storage and handling solutions for the industrial sector including leading brands such as Dexion industrial storage systems, Hart industrial doors, Steril warehouse docks, Nassau sectional doors and BP side loaders and forklifts.

Speaking on the sidelines of the event, Adnan Dawood, the regional general manager marketing, said: “Over the past five years, Famco has achieved phenomenal growth and expanded its footprint considerably from one country to 10 with its portfolio including 30 brands.”

Floyd indicated that Famco’s expansion strategy in the region has involved setting up start-ups and acquisitions. Apart from its UAE base, it has opened branch offices in Oman, Qatar and now Bahrain, with further offices currently being set up elsewhere in the Middle East.

Volvo and SDLG machines were among the products displayed during the launch ceremony.

In Saudi Arabia, the company has established its presence through acquisitions of two key equipment dealers.

“The next phase of growth involves consolidation,” remarked Floyd. “We want to replicate our successful UAE model in each of the markets we have penetrated,” he added.

According to Floyd, Famco’s unique selling points are the quality of products and the excellent service it provides.

“Now it is not about selling metal. If you are a corporate and have invested in a BD100,000 ($265,200) piece of equipment, it is costing you money if it breaks down as it needs to be earning you money. In this B2B environment, we as a supplier have to be committed and provide 24/7, 365-days-a-year support over its whole life cycle of a product,” he said.

Speaking to the audience, Mike Fritz, the general manager at Famco Bahrain, Oman and Qatar, said establishing a presence in the Bahrain market was yet another milestone in the company’s business expansion plan across the Middle East. He said the group is a full solutions provider, offering after-sales and financial support.

“What differentiates Famco from other dealers is the high level of support provided,” he noted.

“We are very proud of what Famco has achieved over the years and we look forward to a very successful year in the Bahraini market and providing all customers with our expertise and proven best practices.

“One of our key objectives is to play a major role in all the infrastructure and construction projects taking place across the kingdom which is going through very exciting times,” he added.

Famco, which was launched in 1978, is part of the well-diversified Al Futtaim group, a conglomerate of 200 companies representing 225 brands and employing 42,000 people.