On the 3rd November, AUSA celebrated half a century of existence surrounded by its loyal network of distributors, main clients, suppliers and journalists from the sector. Manuel Perramón, Director of Corporate Development, was in charge of welcoming people to the event and his family saw the company’s international consolidation reach its climax at this event.
Joan A. Aixendri, the company’s Director General, then took over to present the main points of the general strategy that governs a company whose history is based on constant innovation in products and services and which has meant that the company is able to celebrate this 50th anniversary as global leader in dumpers for construction works and in 4x4 forklifts. The company’s key figures at 2006 year end are spectacular: turnover of 115 million Euros, more than 40% of production aimed at exportation to 70 countries in the 5 continents and sold using a trade network of 225 distributors located throughout the world and with the unconditional support of a team of 410 employees.
Jose Ramón Gómez, AUSA’s Sales Director, presented the key points of the company’s sales expansion: an increase in exportation, significant growth in national market share and product and service diversification. In order to achieve these aims, Mr. Gómez highlighted the main measures and tools used by the Sales and Marketing departments. By means of example he mentioned the launch of products with which AUSA will end the year. Likewise, he announced the creation of a new production line, GIGA, which will improve the company’s productive capacity, and the new product quality test, which increases the reliability and speed of results. He highlighted the relevance of personalising the Multiservice range, creating specific products aimed at municipalities, the agricultural sector and even the leisure sector, which although highly developed in countries such as the USA, needs to be developed further in Europe. Finally and from a marketing point of view, as well as mentioning AUSA’s increasing participation in the most important national and international fairs, new technical contracts and the new AUSA SERVICE intranet, he also highlighted the recent development of AUSA’s CRM (Customer Relationship Management), which from a purely client perspective, will provide an opportunity for improved client and distribution network management and will facilitate the design of a wide range of marketing campaigns for the company’s potential and current clients.
The presentation of AUSA’s new products, from a technical point of view, was given by Enric Pons, R&D Director, and was supported from a sales perspective by Jose Ramón Gómez and Albert Hidalgo, head of the Multiservice range.
Following a coffee break, AUSA provided an impressive light and sound display, which invited everyone to experience live the advantages of an entire group of machines, including AUSA’s first products as well as their new launches. The company’s beginnings were explained by Toni Tachó, Human Resources Director. These beginnings came to fruition through the classic “PTV” 250 cc micro-car created in 1956, as well as the first machines launched on to the market in 1961: the first three-wheeled dumper, which used the PTV engine and the first forklift, of which they sold 41 units and which propelled AUSA into the load handling sector for difficult terrain.
From the most recent products and the dumper family, the presentation highlighted the new D 201 R and the D 900 AP, launched especially for the French and English markets, where AUSA has gained more than 25% of the market share. The D 201 R incorporates four-wheel-drive and weighing in at 1,800 kg, it offers a load capacity of 2,000 kg. It is compact and designed to circulate on work sites. It has a frontal unloading system, is self-loading with a balance shovel of 180 litres. It has a diesel KUBOTA V1505 25.6 kw. engine with 4 cylinders. It has hydrostatic transmission in order to avoid common brake problems and two speeds with electric reverser in the joystick from where all of the machines functions are controlled (gears, hoppers, shovels, speeds and the horn). This dumper can negotiate gradients of 42% with a full load. The new and articulated D 900 AP allows up to 9,000 kg to be transported and it offers unbeatable transportation stability and allows greater visibility than other competitors’ products, thanks to the fact that the chair is placed 300 mm higher. Its articulated chassis with permanent 4x4, as well as the smaller distance between axes, allows for greater manoeuvrability. It has a state of the art Kubota 100 hp engine with low noise emission. It also has torque converter transmission that reduces the maintenance of the machine to a minimum. The standard equipment is complete and driver safety and comfort stand out. Finally, this machine excels for three other reasons: it is able to do the work of the traditional 10-12 tonne lorries at half the price; only the traditional B1 driving licence is required to drive this machine.
In terms of forklifts, AUSA highlighted the recent launch of the C 300-350 H, which combines high technology and safety with a revolutionary look and modular design. It is a compact, 4x4 forklift with hydrostatic transmission, a load capacity of 3,500 kg and the ability to lift loads of up to 7m in height. Its robust chassis and permanent four-wheel-drive make handling and entering the most complex locations easy. In terms of its engine, it is equipped with a Kubota V3300 4 cylinder diesel engine. Its standard equipment is exhaustive with an open cabin (although the semi-closed or closed with heating options are offered), ergonomic seat with suspension, seat belt, joystick, rotating beacon and audible reverse warning.
The Multiservice range will be completed with two new models. The Task 50 diesel version; this model has not got rid of the original dynamic qualities, but rather increases the acceleration capacity and the engine torque. Likewise, it incorporates a hand break and so as not to increase the vehicle’s weight, AUSA has redesigned the chassis. In addition, AUSA presented one of its most innovative vehicles: the M 300 H. This vehicle has a load capacity of 2,500 kg and has permanent 4x4, which makes it very easy to drive. It is equipped with a water-cooled 86 hp VOLKSWAGEN TDI engine. It incorporates 2-speed automatic transmission and the "Compen® System" function, which allows it to work at slow speeds without reducing the necessary speed of the tools (for example the sweeper). It offers a complete standard equipment range: closed cabin with heating, rotating beacon, heated rear view mirrors and many safety elements. It is also worth mentioning its cabin, which has great visibility, is closed and soundproofed with two comfortable seats with air suspension.
Following a lively meal at the Port d’Aiguadolç restaurant, AUSA organised a round table event especially for the journalists, where some of AUSA’s most innovative and essential areas of work were presented. David de las Peñas, Director of AUSA SERVICE, explained the development and objectives of his department, which aims to differentiate itself from the competitors’ service, increasing its presence using the distributors network and client loyalty. To do this, he highlighted the essential role of the AUSA SERVICE website, which brings together varied information, such as the stripping down of machines, spare-part orders or guarantee management. Following this, Valeri Novell, Director of AUSA ECOSITE, presented this new business line, which is completely different from the company’s traditional business and successfully resolves the economic and environmental problems associated with the generation of waste in construction. She highlighted the 3 clear advantages of sorting waste at source: significant savings in dumping taxes, cleaner and safer works and a significant reduction in environmental impact. Jose Ramón Gómez was in charge of explaining the AUSA TRADING division and he highlighted the importance of finishing the range of products designed and manufactured by AUSA with other products, which although manufactured by a third party, comply with AUSA’s specifications. The following products are being marketed with great success: telescopes, concrete-mixers, mini-loaders, mini-excavators and the new backloaders. Jaume Cots, the company’s Finance Director, gave the AUSA FINANCE presentation. His department’s continual support of sales work is reflected in the spread of innovative machine financing models, such as 1 to 5 year leasing with flexible residual values, renting up to 5 years with tax benefits, instalment based purchases and short-term rentals. These financing options, which are expected to reach 25% of national sales, aim to complement the AUSA product range in order to secure client loyalty, achieve market control and to monitor the development of the products. One of the most spectacular presentations was given by Anna Mª de Blas, Head of AUSA Innovation Management. During her presentation, she emphasised the fact that AUSA is characterised by being an innovative company, which encourages the ideas generation using different means, such as creativity sessions and partnerships with universities. All of these ideas pass through the Innovation Circle and are selected for subsequent development. The communication of all this information is one of the key tools in this process and is focused on the SEDNA Intranet (the name of the Intranet stands for “AUSA’s Thirst for Innovation”).


This Intranet can be used to find out more about a new idea and also to consult and view the results of any of the ideas contributed by employees. Finally, Toni Tachó, Human Resources Director, explained the latest awards received by the company, such as having been chosen as one of the best employers by the well-known Best Places to Work Institute and he took advantage of the occasion to present the CHISPA PLAN, which aims to find an additional innovation route: the company’s greatest asset is its employees and AUSA looks for motivated and unconditional employees committed to the company’s objectives, well-trained, with wide experience and who are able to act individually, like a true Director General of the area in which they work. Two key concepts are developed in order to achieve this. Firstly, the emotional aspect, as it is necessary to create an “emotional contract” that links the employee to the company and increases their commitment. Secondly, the corporate personality aspect, so that employees are able to take part in the company’s achievements.
After the presentations, the journalists had the interesting opportunity to put questions to the company’s management.
Finally, the celebrations moved on to the former Casino in Barcelona, where there was a banquet. Following a lively reception party in the spectacular gardens, the guests listened to a warm speech from Mr. Maurici Perramón, who thanked all the guests for their unconditional support over the last 50 years and after a pleasant meal, the evening came to an end with a lively magic show that topped the event off.