Metra – Exporting to the Chinese Machinery Sector

case-study| 13 January 2013

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Metra is a Spanish company situated in Iurreta,Vizcaya. Metra started studying the Chinese machinery market one and a half years ago and recently started to export multispindle machines to China through local agents. Metra is now trying to build its brand and expand its agent network in China.

Founded in 1980, Metra is specialised in the production of multispindle screw machines for different sectors: automotives, hydraulics and pneumatics, shafts and bearings, electronics, defence, building and construction. These machines are used not only by highly experienced specialists in different working processes (milling, grinding, broaching machines, etc.), but also by electronic engineers and managers. Through its experience and continuous development of the relevant machinery technology, Metra is able to provide efficient multispindle machining solutions with low costs and high productivity for its clients. Metra puts its technical team at the service of its clients in order to develop customised solutions that comply with the clients’ requirements and accuracy standards while maintaining the maximum level of productivity. Metra also offers tailored training services in multispindle lathes to its clients, ensuring that the machines can perform in full capacity. Metra is a member of the Machine Tool Manufacturers’ Association of Spain.

Over the past ten years, Metra has increased its exports from 20% to 90% of its production to countries all over the world, with auto parts manufacturers being their main clients. To China Metra exports 25% of its production. Metra’s sales of machine tools were outstanding in Europe and the US, and it has a high reputation in some leading enterprises such as Bosch, Continental – Contitech, Tenneco, General Dynamics and Parker Legris.

Metra’s goal consists in building a technological partnership relation which will help their clients boost productivity. Metra wants to develop a commercial relationship with its distributors, helping them with all the technical knowledge that is necessary by giving them specific training on its machinery, thus being able to better explain all the associated advantages.

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