EGA looks to raise profile in European markets

Newly-formed aluminium giant to showcase abilities and products at Metef 2014

UAE-based aluminium giant Emirates Global Aluminium PJSC (“EGA”) will be showcasing the growing value of the UAE’s aluminium industry to the European market with a strong presence at the 10th Metef International Aluminium Exhibition (“Metef 2014”), being held in Verona, Italy from 11 to 13 June.

The Metef exhibitions, held every two years, are among the major aluminium industry events in the region. This year will mark the first attendance as a single entity for EGA, the jointly-owned aluminium conglomerate formed by Mubadala Development Corporation and Investment Corporation of Dubai that combines the businesses of Dubai Aluminium PJSC (“DUBAL”) and Emirates Aluminium PJSC (“EMAL”).

Walid Al Attar, Chief Marketing Officer at EGA, said the company’s presence is part of a clear strategy to pursue further growth opportunities in the European market. EGA’s products are used extensively by the European Union’s automotive industry – including all the major carmakers – and aerospace industry, but Al Attar believes demand is on the rise.

“Europe is already an important market for us, with 24 per cent of the metal produced by DUBAL and EMAL in 2013 having been shipped to the region – some 500 000 tonnes, comprising mainly billet and foundry remelt products. Given that the European Union as a whole needs to import approximately 60 per cent of its primary aluminium requirements, there is abundant opportunity for us to achieve continued growth in sales to Europe,” said Al Attar.

EGA’s total production capacity will increase to 2.4 million tonnes per year as of mid-2014, once Phase II of its EMAL operation is fully commissioned. This will place the company among the top five aluminium producers in the world outside China.

From a geographic, economic and freight perspective, the Middle East is ideally located to serve Europe, adds Mohammed Al Mutawa (General Manager Marketing & Sales: Europe & The Americas). EGA already has dedicated offices in Zurich and Milan, and supports this presence with a comprehensive infrastructure of discharge port facilities and warehouses that enable timely deliveries to aluminium end-users across Europe.

EGA will be hosting visitors at its exhibition stand for the duration of Metef 2014, and will be looking to raise brand awareness of the new business entity while promoting its state-of-the-art facilities, sustainable practices, high quality product portfolio and advanced technologies to the global market. EGA’s product range comprises high quality aluminium products in four main forms: foundry alloy (automotive applications); billet (construction, industrial, transportation and automotive forging); high purity aluminium (electronics and aerospace); and sheet ingot (packaging, lithographic sheets and the automotive industry).

"By promoting our facilities and our product portfolio, we believe we can effectively demonstrate our ability to meet the growing demand for high-quality aluminium products in Europe," said Al Mutawa.