22Yokogawa opened a representative office in West Germany in 1966. In order to expand its business in the highly competitive European market, the company established Yokogawa Electric (Europe) B.V. in the Netherlands in 1974. Yokogawa’s next major move came with the acquisition in 1982 of Electrofact, a renowned Dutch manufacturer of pH and conductivity analyzers that held the top share in several major West European markets, and the handing over of its European industrial instruments business to this company. This acquisition had a great impact in terms of giving Yokogawa access to the Electrofact network, which extended throughout all major European markets. Rather than manufacturing Yokogawa products, Electrofact promoted its own line of analytical instruments until 1984, when it was integrated into the Yokogawa Electric (Europe) business. In 1990 this company was renamed Yokogawa Europe B.V.In the same year, Yokogawa bought a stake in ROTA, a globally well-known manufacturer of variable area flowmeters. Yokogawa eventually acquired a controlling interest in this company and based some of its flowmeter production there. In 1992 Yokogawa strengthened its customer base by acquiring the DCS business division of CEGELEC, a French engineering company, and establishing it as Yokogawa Contrôle Bailey S.A. (This company was later integrated into Yokogawa France S.A.S.) In addition to capitalizing on these companies’ regional relationships to develop its business in Europe, Yokogawa also benefited from their strengths that extend beyond Europe to the global market.Yokogawa started exporting to China in the 1950s and established a service center in Beijing in 1979. That same year the company signed a knockdown production contract for analog meters with Xian Instruments Factory, and began a process of transferring recorder, flowmeter, single loop controller, and other product technologies to companies throughout China. Yokogawa also helped establish a measurement engineering department at a university in Xian. The business with Xian Instruments Factory expanded to the point where Xiyi Yokogawa Co., Ltd., China’s first control systems engineering company, was established in 1985. Expansion of our business in China continued with the establishment of joint ventures for sales, service, and production with partner companies suited for each industry and product. The Suzhou Yokogawa Meter Company was established in 1988 to produce meters, and today it supplies meters to our customers all over the world. Established in 1994 and 1995, respectively, Yokogawa Shanghai Instrumentation produces flowmeters and Yokogawa Sichuan Instrument produces transmitters. In 2000, Yokogawa Shanghai Trading was established to expand the measuring instrument business. In 2002, Yokogawa established Yokogawa Electric China Co., Ltd., its first wholly owned subsidiary in China, and this company launched production of recorders in the following year. In 2008, three sales subsidiaries in China were merged to form Yokogawa China Co., Ltd., which functioned as the head office for all of Yokogawa’s subsidiaries in China. Currently, Yokogawa China is working to expand its business in cooperation with Yokogawa China Investment Co., Ltd., which was established in 2012 to function as the regional headquarters.Yokogawa Europe（The Netherlands）Yokogawa China（China）Yokogawa Middle East & Africa（Bahrain）EuropeChinaA representative office was established in Iran in 1976, but was subsequently closed. In 1981, the Yokogawa Middle East Engineering & Service Center was opened in Kuwait to prepare for the full-scale development of our business in the Middle East. In 1990, in order to strengthen our sales and service systems, Yokogawa Middle East E.C. was opened in Bahrain, which is a transportation hub in the Middle East and has relatively few religious restrictions. The Middle East is a major market, and many plants are being constructed there due to that region’s abundance of natural resources and great wealth, yet it differs from the European and North American markets in that there is relatively little competition from local companies. Yokogawa has expanded its business there by building strong customer relationships based on trust and by acquiring a solid track record with influential customers, such as state-run businesses. Control systems engineering subsidiaries were established in Bahrain in 2005 and in the United Arab Emirates in 2006, and a sales subsidiary was established in Saudi Arabia in 2006, followed by a service company in 2007. Yokogawa has maintained a stance in which it works closely with its counterparts in the region by, for example, providing training support for measurement and control personnel in cooperation with local universities in Saudi Arabia, and by employing both male and female local pensonnel. Such initiatives have helped Yokogawa establish a strong presence in the Middle East, and this is now one of our most important markets. And in line with the growing global interest in the African market, Yokogawa Middle East E.C. elected in 2013 to change its name to Yokogawa Middle East & Africa B.S.C.(c), and is presently expanding its efforts to develop its business throughout the African continent.Middle EastGlobally Recognized Technology and QualityYokogawa’s StrengthsBrazilYokogawa Eletrica do Brasil Industria e Com. Ltda. started business in 1973 as a sales company. In the latter half of the 1970s, stronger import restrictions were put in place by the government of Brazil to protect the local electronic equipment industry, so in 1983 Yokogawa transferred its technology to the Brazilian company ECIL S.A. so that the production of distributed control systems could continue. With the discontinuation of these protectionist policies in 1992, Yokogawa immediately acquired a stake in ECIL P&D. In the following year, Yokogawa became this company’s majority shareholder and renamed it Yokogawa America do Sul Ltda. In 1998, Yokogawa Eletrica do Brasil was merged into this company, and Yokogawa America do Sul went on to open branch offices and establish subsidiaries in Chile, Argentina, Colombia, and Peru. Today, this company continues to play an important role in developing Yokogawa’s business in this key South American market that has good prospects for growth.
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