The Ford tools product range has both DIY lines and professional equipment

The Ford tools product range has both DIY lines and professional equipment

Building trust with Ford brand

VTools in partnership with Ford Tools and Ford Power Equipment plans to expand its product range with the launch of new rechargeable lines and models of pressure washers

01 November 2016

Ford Tools and Ford Power Equipment in partnership with VTools, its exclusive distributor in the Middle East and Commonwealth of Independent States (CIS) regions, has launched its first showroom in Dubai. 

The flagship store occupies 8,500 sq ft space and includes 6,500 sq ft of showroom space, sales and management offices, as well as a dedicated service centre.  “There is a demonstration area where clients can try our products and also get one-on-one training on our wide range of products and accessories,” said Ahmed Soranyanejad, CEO, VTools. 

“Our investment in the showroom, decoration, human resource, logistics, after sales service centre, and initial inventory of complete range of Ford Tools and Ford Power Equipment products is well in excess of Dh25 million ($6.8 million),” Soranyanejad added.

The company is looking at opening similar dedicated showrooms across the GCC in collaboration with its regional partners.

“We are extremely encouraged by the enthusiasm we have received from customers, including do-it-yourself (DIY) users, professionals, as well as retailers. The Ford brand is well recognised premium brand and we will continue to build on the trust the brand enjoys,” he said.

Soranyanejad: expansion on his mind

Soranyanejad: expansion on his mind

Ford Tools product range includes hand tools (wrenches, ratchets, sockets, pliers, hammers, saws, screwdrivers, measuring tapes, knives, cutters, tool boxes and cabinets), power tools (drills, angle grinders, circular saws, concrete saws, jig saws, impact wrenches, orbital sanders, vacuum cleaners), rechargeable tools, air tools, garage tools, lighting equipment, power generators, pressure washers, water pumps and power tools accessories. 

The range has both DIY lines and professional equipment to fulfil all requirements.

In addition, its portfolio includes gasoline and diesel generators, electric and gasoline pressure washers, as well as water pumps from Ford Power Equipment.  

“Among all the products the cordless power tools, gasoline generators, electric pressure washers have been well accepted in this region as these products have a competitive edge in terms of features and functionality,” he said.


Ford Tools will soon be expanding its product range with the launch of new rechargeable lines namely F-12 and F-18. 

“The Lithium-Ion battery platform is state-of-the-art and allows customers use any tools with the same battery. This helps save time and money. We will launch the new range before the end of the year,” said Soranyanejad.

During 2017, the company plans to launch new models of pressure washers for home use. In addition, it has new models of gasoline generators which will have an output of 12.5 KW. The company also plans to introduce different models of air compressors. With a vast portfolio of products, the company can cater to the needs of small and medium size contractors, garages, repair shops, traders and consumers who enjoy DIY projects. 

​Speaking on the company’s future plans he said: “In a very short time we have managed to form partnerships with key retailers and well recognised companies across GCC to introduce our products to the region.  We will continue to seek strategic partnerships in the region with companies that are experts in sales and distribution of similar products and are committed to providing quality after sales service and support.”   

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