Brand awareness of Dubai Aluminium (DUBAL) and Emirates Aluminium (EMAL) in the Americas has been taken to new heights with the two companies' joint lead sponsorship of Harbor's 6th Aluminium Outlook Summit (Harbor 2013), hosted by Harbor Intelligence in Chicago, USA, from 3 to 5 June 2013.
This was achieved through a combined booth in the exhibition component of the event, hosting lunch on 4 June 2013 and a presentation by Walid Al Attar (Executive Vice President: Marketing & Sales of DUBAL and EMAL) entitled "UAE's primary aluminium strategy for the Americas and Europe".
Given that DUBAL and EMAL have signed an agreement whereby DUBAL is responsible for the marketing and sales of EMAL's entire annual production, the topic provided a platform for Al Attar to highlight the global position held by and the sales strategy of the combined portfolio.
The total production of DUBAL and EMAL in 2012, at 1.84 million tons of metal, represented almost 50% of the 3.7 million tons total primary aluminium production capacity of the GCC; and almost 4% of the 46.5 million tons produced worldwide.
Following the completion of EMAL Phase II, the combined primary aluminium production in the UAE will increase to 2.37 million tons from the end of 2014.
Importantly, the UAE is a net exporter of aluminium (up to 90% of annual production is shipped to about 60 countries across six continents), whereas the prevailing deficit in primary aluminium production in both the Americas and Europe is set to widen, leading to higher levels of aluminium imports.
"The inherent opportunities make these two regions key aluminium markets for us," says Al Attar, adding that aluminium from the UAE has been sold to Europe and the Americas for many years.
Supported by a strong presence and logistics infrastructure in both regions, the volumes are consistently on the increase.
"Whereas DUBAL and EMAL sold a total of 435,845 tons of metal into Europe, and 251,061 tons into the Americas in 2012, the forecast volumes for 2013 are 487,081 tons and 283,058 tons respectively," says Al Attar.
He describes DUBAL and EMAL's participation at Harbor 2013 as an integral component of the companies' marketing strategy.
"Renowned for providing excellent market intelligence, Harbor's annual Aluminium Outlook Summits consistently attract a diverse international audience representing key players from all sectors of the aluminium industry within the USA, Latin America and farther afield," Al Attar says.
"Accordingly, Harbor 2013 represented an important forum for us to build on existing relationships, establish new partnerships and gain a greater understanding of the opportunities for marketing more of our metal. Our objectives in this regard were amply met."
