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BASF Coatings now has its own team for the automotive refinishing product business in Dubai

Published on 2008-02-27. Author : SpecialChem

Mnster/Dubai -- The desert is alive - certainly when it comes to BASF activities in Dubai, the international commercial center on the Persian Gulf. In this region, BASF products are used in a number of construction projects. But that's not all. Since last year, BASF has been represented in the region with its own team for the automotive refinishing product business: the BASF Kanoo Gulf FZE team. The seven members of this team are in charge of marketing premium paints in the region.

For over 30 years, BASF automotive refinishing products have been sold in the Middle East through importers. In early 2007, Country Manager Arie Verboon, a native of Holland, moved his office from BASF Coatings in Mnster to Dubai. "In the growing automotive market in the Middle East, we're deriving great benefits from our continuous local contact to our customers," says Verboon. The location is no coincidence. Nearly all the makes of cars represented in the Middle East have their regional headquarters in Dubai.

BASF activities in Dubai, the international commercial center on the Persian Gulf
A photo taken after a successfull Glasurit Spot Repair training at the VW-Audi-Porsche Importer in Abu Dhabi. Al persons on the picture are employees of the accident repair centre. Third from the left side is Nelson Ocampo, Glasurit National Head Trainer for the United Arab Emirates

Every month, around 20,000 people move to the United Arab Emirates (UAE). Many of them buy cars, which also need to be serviced and repaired occasionally. That's where BASF Coatings' refinishing products and services come into play. In the Middle East region, there are a number of large bodyshops with the state-of-the-art technology and high standards for quality. "The Middle East is an exciting market for our quality products in the A segment, meaning the big automakers. Our expertise and our experience fit in here perfectly," says Verboon. Together with his colleague Dave Jerrison, Verboon had already been responsible for the region from his base in Mnster. Now, he and his BASF Kanoo team are in charge of direct marketing of automotive refinishing products in the UAE and are supporting importers in neighboring countries including Bahrain, Kuwait, Saudi Arabia, Qatar, Oman, Egypt, Lebanon, Syria, Jordan, Iran, as well as in several countries in Central and East Africa, including Tanzania and Kenya.

The local presence will enable the team to make new customer contacts and expand existing relationships, too. For instance, cooperation with the Mansory tuning company, which uses Glasurit paints to customize top-class cars to meet their owners' desires. In line with this, Glasurit made a joint appearance with Prestige Cars, Mansory's official UAE subsidiary, at the Middle East International Motor Show in Dubai last December.

The meteoric growth in the automotive refinishing sector in the Middle East is predicted to continue in 2008. "Our goal is to repeat our double-digit growth in BASF's automotive refinishing business in the region," Verboon says.

Source: BASF


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