Leading OEM enters Japanese equipment market

Yuasa headquarters in Tokyo, Japan Yuasa trading becomes Ausa’s exclusive dealer in Japan. (PHOTO: Ausa)

Spanish compact equipment manufacturer Ausa has entered the Japanese construction equipment market, as part of the first stage of a major international growth strategy.

The company, which produces compact machinery such as dumpers, forklifts and telehandlers for the construction sector, has signed a deal with Yuasa Trading – an importer with a history that dates back over 350 years.

The deal makes Tokyo-headquartered Yuasa the exclusive dealer of the manufacturer’s product range for the entire country.

Yoshio Sugimoto, executive officer of Yuasa, said, “Yuasa is proud to add AUSA’s products to our portfolio and offer our customers in Japan a wider range of solutions for their needs.

“Ausa products are known for their high-quality, reliable, and versatile solutions for construction, agriculture, and other industries, something that will definitely fit our demanding customers.”

In 2022 Ausa launched its new international growth strategy, which aims to double sales in five years and decentralize dependence on certain markets.

While the manufacturer has since an expanded distribution deal with PJ Condillis in Greece and a new exclusive agreement with Ahern in Denmark, growth in the Asia-Pacific region is a key priority. 

Alberto Ortega, Ausa Country Manager, said, “Fulfilling our strategic plan for international expansion included expanding the brand in new countries for us such as Japan, a singular market where we needed a great partner.

“We are very pleased to be joining Yuasa, a company founded in 1666 and with an unparallel knowledge of the industrial sector. This project will allow us to offer our dumpers, rough terrain forklifts and telehandlers, guaranteeing the best technical service and after-sales support through Yuasa’s eleven sales offices all over the country.”

Ausa, which operates subsidiaries in France, the UK, Germany, the US and China, is expected to announce more agreements such as this in the coming months.

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