DECENTRALISATION HELPS MTU GET CLOSER
MTU Maintenance is already well established in the Middle East. But Martin Friis-Petersen (above right), senior VP, MRO programmes, reveals how the company is setting up a new base in Dubai to offer customers a more tailored service and get closer to the
MTU Maintenance has just opened a new office in Dubai. What is behind that move?
We’ve been present in the Middle East on a customer basis for more than two decades. We have a very large tradition here and we now have more than 20 customers in the region. It is part of our decentralisation. Although we have a global approach we want to be localised in order to
be closer to our customers, so we’ve opened a handful of regional offices over the last 12 months and a natural next step is the Middle East. Dubai is exactly the right location.
How do you hope the new regional office impact on customer relationships?
It’s about maintaining established relationships and building new ones. It’s vital to be present in the region to understand customers and customer needs and be part of the process of establishing a partnership and that’s why we opened in DAFZA. We opened in Singapore, Dublin, Sao Paolo, now Dubai, and it has been very smooth. That’s the whole idea of decentralising our sales.
How unique is the Middle East operation to your business?
The environmental challenge is unique. It’s a harsh environment and that’s where our engineering skills come into play because we have a large focus on developing specific repairs for specific regions. For example, we have specialised repair coatings for harsh environments. The second [unique] factor is new technologies and equipment. That’s why we continuously work on developing our portfolio so that we have new technologies. Last year, we added the LEAP-1B engine to the portfolio.
What does the launch of your Dubai office say about how MTU views the Middle East market?
[The Middle East] is very important. Business in the Middle East is a lot about relationships, trust and displaying engineering skills. In our experience, being in close proximity to our Asian and European facilities makes it very easy to deal with and support the Middle East region. I think Dubai is a great hub. We will focus in the first step on the Middle East region, and in the second step also the sub-Indian continent.
What are your aims for this region in terms of growing your portfolio?
The longest-serving customer in this region we have served for 20 years. I think that’s the kind of thing we’re aiming for – to establish long-term partnerships and not just single events.
What does MTU mean when it says it combines engineering with intelligent creativity?