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Beckhoff Targets Asia Pacific Region with New Subsidiary

German automation vendor sets up subsidiary in Auckland, New Zealand.

Beckhoff Automation has strengthened its commitment in the Asia-Pacific region with the establishment of a new subsidiary in New Zealand. The new Beckhoff office is located in Albany, the new technology center of Auckland. Neil Pearce, an experienced automation expert, has taken on the job of managing the new branch office.

In 2011, 56% of total sales generated by the Germany-based Beckhoff Automation were accounted for by exports. “This positive result bears out our strategy of continually expanding our international presence through the establishment of strong subsidiary companies,” says Kai Ristau, Head of International Sales and Business Development at Beckhoff. “Although New Zealand is primarily known for tourism and agriculture, there is an interesting industrial infrastructure that is ideal for Beckhoff products, such as food processing, the timber and paper industries, the textile industry, machine building as well as various forms of transport, logistics, mining etc.,” Kai Ristau adds. “New Zealand’s dynamic economic growth, particularly in the automation market, has prompted Beckhoff to increase its local commitment in order to gain new customers and tap into new fields of business.”  

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