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Transforming business closely with a global Japanese brand

   Nov 15, 2019
Credit : GMI Post

Rhona was formed in 1964 following the merger of two engineering companies — Neuweiler y Reitz Ltda. and Aspillaga y Hornauer y Cia Ltda.

With operations across Chile, Rhona has grown consistently thanks to its ties with Mitsubishi.

With sales offices and warehouses in five cities in Chile (Antofagasta, Concepcion, Santiago, Vina del Mar and Puerto Montt), as well as in Lima and Buenos Aires, it has grown to become the largest maker of transformers in the country and among the biggest in South America.

Rhona, which also manufactures heavy mining and construction equipment and sells top quality electrical components, expanded its overseas ties when it began as a distributor of Mitsubishi Electric products 35 years ago.

“Many years ago, a Japanese floating exhibition in Valparaiso had a booth from Mitsubishi Electric. It was absolutely new and not too well known, but we initiated a partnership with them,” recalled General Manager Pablo Neuweiler, who attributes much of his company’s success to the partnership with the Japanese giant.

Asked about how Rhona sustained this cooperation, Neuweiler said: “We strongly believe that a stable relationship is our best marketing strategy. We are very happy working with Mitsubishi Electric and are satisfied with the support they have provided.”

Because of its experience working with the Japanese, Rhona hopes to find opportunities in Japan.

“We encourage other Japanese companies to work with us. We are very comfortable working with them and are open to further expand in Japan,” he said.


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