Ford Tools and Ford Power Equipment in partnership with VTools, its exclusive distributor in the Middle East and CIS regions, has launched its first showroom in Dubai. 

The flagship store occupies 8,500 sq ft space and includes 6,500 sq ft of showroom space, sales and management offices, as well as a dedicated service centre.  “There is a demonstration area where clients can try our products and also get one-on-one training on our wide range of products and accessories,” said Ahmed Soranyanejad, CEO of VTools. “Our investment in the showroom, decoration, human resources, logistics, after-sales service centre, and initial inventory of a complete range of Ford Tools and Ford Power Equipment products is well in excess of Dh25 million ($6.8 million).” 

The company is looking at opening similar dedicated showrooms across the GCC in collaboration with its regional partners.

“We are extremely encouraged by the enthusiasm we have received from customers, including DIY (do-it-yourself) users, professionals, as well as retailers. Ford is a well recognised premium brand and we will continue to build on the trust it enjoys,” he said.

Ford Tools’ product range includes hand tools (wrenches, ratchets, sockets, pliers, hammers, saws, screwdrivers, measuring tapes, knives, cutters, tool boxes and cabinets), power tools (drills, angle grinders, circular saws, concrete saws, jig saws, impact wrenches, orbital sanders, vacuum cleaners), rechargeable tools, air tools, garage tools, lighting equipment, power generators, pressure washers, water pumps and power tools accessories. The range has both DIY lines and professional equipment to fulfil all requirements.

In addition, its portfolio includes gasoline and diesel generators, electric and gasoline pressure washers, as well as water pumps from Ford Power Equipment.  

“Among all the products, the cordless power tools, gasoline generators, electric pressure washers have been well accepted in this region as these products have a competitive edge in terms of features and functionality,” Soranyanejad said.

Ford Tools will soon be expanding its product range with the launch of new rechargeable lines namely F-12 and F-18.  “The Lithium-Ion battery platform is state of the art and allows customers to use any tools with the same battery. This helps save time and money. We will launch the new range before the end of the year,” he added.

The company also intends to introduce different models of air compressors.