When the brothers Antoni and Guillem Tachó, Josep Vila, and Maurici Perramón teamed up in 1956 to produce a new car, none of them could have imagined that years later Ausa would become one of the world’s leading manufacturers of industrial vehicles.
The PTV 250, an acronym for Perramón, Tachó, and Vila, rolled out of the factory in Manresa (near Barcelona). The small car had a brief moment of glory, until the Seat 600 appeared on the scene and dented the company’s prospects. In 1961, after manufacturing 1,100 units of the PTV, the company ceased its production. But unlike other firms in the sector, Ausa chose to reinvent itself rather than disappear. The company completely changed its business strategy, focusing instead on designing and manufacturing a site dumper for industrial use – which would change the company’s future.
PTV model vehicle.Photo:Pablo Alberto Salguero Quiles (Wikipedia)
The decision proved a successful one, and Ausa gradually became the most important site dumper manufacturer in the world. According to Perramón, Ausa currently has a 25% share of the international market and a 60% share of the domestic sector.
But Ausa’s vision of the future was not limited to dumpers. In 1967, the company began to design and manufacture a forklift truck for outdoor work, with equal success. The decision, Perramón says, resulted in “a highly innovative concept” at that time, and over time this enabled Ausa to position itself as one of the global leaders in rough terrain forklift trucks.
Over the following decades, Ausa continued designing and producing new industrial vehicle prototypes. In 2003 the company launched a multi-service model, in addition to a range of vehicles for road cleaning and municipal maintenance. The company recently launched models with technical characteristics that stand out for their functionality, such as their turning radius, visibility, and suction power. And in 2008 the company developed a compact telehandler, a machine, similar to a forklift, used in agriculture and industry.
Today, Ausa manufactures dumpers, rough terrain forklift trucks, sweepers, washer machines, municipal maintenance vehicles, and others. The 220-employee company has managed to carve a niche in the world market, due to innovation and a commitment to design.
ADAPT TO TECNOLOGY
Over the decades, Ausa evolved along with the technological advances that have appeared in the market. Though the firm does not carry out research into new technologies, it does provide proprietary solutions that incorporate these technologies. Says Perramón, “The most innovative and reliable developments available in the market are exhaustively monitored in order to apply them to our vehicles, to ensure that [the resulting product is] different in many aspects.” Vehicles have incorporated mechanical, hydraulic, electric, and electronic technology, along with design elements such as the use of 3D imaging and technology that helps calculate the resistance of materials used in the structure and components.