Syria’s Hitco confirms manufacturing plans

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By  Published  October 31, 2006

SYRIA-BASED PC manufacturer Hitco has confirmed plans to establish a new television manufacturing plant in Darra in the country’s south, in a bid to tap the booming demand for flat panel displays in the Middle East.

The new 16,000 sq metre facility will specialise in the production of LCD and plasma TVs, but will also provide capacity for CRT monitors.

The company will brand the television range Triview in the Middle East, after striking a licensing deal with the UK-based consumer electronics vendor. The agreement also calls for Triview to provide technical and marketing support for the launch of the products in the region. Mazen Boushi, Hitco’s PC product manager and MENA regional manager, said the company planned to promote the LCD and plasma TVs as premium offerings that would be priced accordingly.

“The TVs will be top quality items manufactured to the highest standards,” he said. “We will launch the first models in Syria in the first quarter of next year, followed by Iraq and Saudi Arabia.

“Our goal is to produce 60,000 units in 2007 and increase this to 500,000 annually by 2010.”

Boushi said the company was seeking distribution deals throughout the Middle East and was looking to establish key partnerships servicing specific countries in the region.

“Outside of Syria, we expect the greatest demand to come from the countries of the GCC, particularly the UAE and Saudi Arabia,” he said.

He also explained that in the longterm, the company hoped to establish OEM deals with key brands to supply LCD and plasma monitors.

Hitco currently operates an assembly line located in Damascus that produces more than 1000 Eaglebranded PCs daily, Boushi claimed.

He added that Darra provided an ideal location for the new manufacturing facility, providing easy access to neighboring Arab markets for the distribution of goods, and the importation of flat-screen technology, including LCD panels, from the markets of the Near East.

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