Walid Al Attar, Executive Vice President Marketing & Sales at DUBAL and Vice President Marketing & Sales at EMAL
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From 11 to 13 June this year, senior industry representatives will gather in New York, USA, for the 2nd Annual Aluminium Summit. This forum, hosted by leading metals publication, American Metal Market, brings high-level leadership and market participants together to share and debate ideas for advancing the aluminium industry and its supply chain. Aiming to leverage the opportunity to reach this prestigious audience, the UAE’s primary aluminium producers Dubai Aluminium DUBAL and Emirates Aluminium EMAL will participate jointly in the exhibition component being held alongside the summit.
The combined DUBAL-EMAL exhibition stand will showcase the two companies, and their product portfolios. “DUBAL’s Marketing and Sales team is responsible for marketing the metal produced by EMAL. This amounted to 288,568 metric tonnes of cast aluminium in 2010, and 749,000 metric tonnes in 2011; in addition to DUBAL’s own sales, which exceeded one million tonnes in both years,” says Walid Al Attar Executive Vice President Marketing & Sales at DUBAL and Vice President Marketing & Sales at EMAL. “Indicative of how important the American market is to us, approximately 123,900 metric tonnes of DUBAL’s 2011 production was shipped to North America, as was some 119,160 metric tonnes of that produced by EMAL – i.e. 243,060 metric tonnes in total, representing 13.6 per cent of our combined production. The participation of DUBAL and EMAL at the 2nd Annual Aluminium Summit reflects our confidence in achieving further growth in this market going forward. In anticipation of this, we have already begun to strengthen its existing marketing and sales offices in the USA.”
An entirely state-owned enterprise, DUBAL owns and operates a one million metric tonne per annum primary aluminium smelter at Jebel Ali, Dubai one of the largest single-site operations of its kind in the world and in 2011 produced 1,014,795 metric tonnes of hot metal. The company is renowned internationally for its premium purity, high quality products and services; as well as its commitment to sustainable development through conscious efforts to maximise the health and safety people, reduce the impact of its operations on the environment, and invest in the social and economic development of the community. Dedicated programmes support the Emiratization goals of the UAE, including targeted recruitment, skills development, management training and strategic career planning. DUBAL’s annual production comprising premium quality billets, re-melt foundry products (ingots and tee-bars), and high purity aluminium products (ingots and sows) is shipped to about 300 customers in 50 countries, the company’s key markets being Asia, Europe, the Middle East North Africa (“MENA”) region and the Americas.
DUBAL is also becoming a respected developer of advanced reduction cell technologies, following more than 25 years of efforts to develop its own smelting technology that can compete with similar technologies in the world market in terms of productivity, capacity and efficiency, while maintaining the highest standards of environmental conservation. These efforts have culminated most recently in two proprietary technologies:
- DX Technology, where a demonstration line of 40 pots has operated at DUBAL’s Jebel Ali site since February 2008 and the operating amperage has increased from 340 kA to 380 kA, offering several benchmark attributes that provide significant advantages; and DX+ Technology, an advanced version of DX Technology, where five new generation cells built in DUBAL’s pilot line have operated stably since August 2010, and the operating amperage has increased from 420 kA to 440 kA.
EMAL, a 50:50 joint venture between DUBAL and Mubadala, was established in February 2007 to construct what will become one of the world’s largest single-site aluminium smelters. The project is being built in two Phases. Energizing of the 756 reduction cells in EMAL Phase I, with a total capacity of 750,000 metric tonnes per annum, took place between 1 December 2009 and 31 December 2010 with full production being reached four months ahead of schedule, yet within budget. EMAL’s high quality products comprising sow, standard ingots, sheet ingots, foundry alloy and extrusion billets – are currently supplied to more than 200 customers in 36 countries around the world. The company already enjoys a strong reputation for sound safety management, wellbeing programmes for its employees and adopting global best practices to minimize its environmental footprint. These attributes are complemented by initiatives to harness Emirati talent through job-creation, engaging the community in corporate activities and celebrating the national and cultural heritage of the UAE.
EMAL Phase II was announced in July 2011. A new 444-cell potline is being built which, together with a technology upgrade of the existing cells, will increase EMAL’s annual production capacity to around 1.3 million metric tonnes by the end of 2014. DUBAL DX Technology has been licensed to and installed at EMAL Phase I; while the new generation, enhanced DUBAL DX+ Technology has been licensed for EMAL Phase II.