UK company CP Automation will expand its global reach to create greater cooperation with its global customers with the opening of its new branch in Centurion, Gauteng.

CP Automation country manager James Rosser tells Engineering News he hopes the branch will also build relationships with CP Automation UK’s existing European customer base while establishing long-term business relationships with South African partners.

According to one of the directors of CP Automation, Tony Young, the company has had several enquiries for high-powered applications such as hoists, steel mills and mining from Africa.

He adds that the opportunities to make the most out of this new market prompted the company to establish a local presence.

“The great thing is that we are entering a growing economy that has huge potential in the global market. There is a lot of scope to sell our products and newly appointed country manager Jim Rosser will make the South African branch a success,” Young says.

Gauteng was chosen as the location for the branch because most of CP Automation’s original-equipment manufacturers, system integrators and panel builders, as well as engineering, procurement and construction management and specific users of CP Automation products are based in and around Gauteng, says James Rosser.

He adds that the company’s core strength is supplying universal peripheral equipment to drive applications that include dynamic braking resistors, regenerative units, brake choppers and harmonic filters.

CP Automation hopes to replicate its UK branch’s service and repair division in South Africa in the future.

“The African market is powered by significantly larger applications than Europe, and mining plays a particularly significant role. “CP Automation in South Africa has extensive knowledge of these markets and can tap into an extensive European support network to leverage the necessary problem-solving expertise,” James Rosser states.

CP Automation aims to establish a new European branch in September and is evaluating the UK markets it currently services to establish other future branches.

CP Automation will also exhibit at Electra Mining Africa 2014 in September.