DUBAI, UAE, 10 November 2021: Rheem inaugurated a manufacturing facility in Dubai for production of commercial air conditioning units, through a 100%-owned-and-operated Rheem business, called Rheem MEA Manufacturing LLC.

“This exciting, new development for Rheem highlights our investment in an evolving Middle East market,” said Chris Peel, CEO, Rheem. “We have had a presence here since the 1980s, and this expansion solidifies our commitment to the community, as well as the strength of our long-term partnerships in the region.”

The Rheem manufacturing facility in Dubai

In the first phase, Rheem will manufacture the Renaissance Xcede line of commercial rooftop units, which cover 10 to 30 tons of refrigeration.

Mike Branson, President, Global Air, Rheem, said: “Manufacturing in the GCC [region] will allow us to better serve the needs of our customers. The products built at this factory will be designed in the USA to Rheem’s standard of quality and reliability, while meeting the specific market and climate requirements of the GCC [region].”

Rheem said the opening of the manufacturing facility is one amongst a series of strategic investments in the GCC region. Prior, Rheem established a new headquarters office and opened the Rheem Innovation Centre in Dubai. The company said it has also strengthened sales operations and distribution across the region, and launched a highly successful Pro Partner contractor loyalty programme.

Earlier, on October 4, Rheem launched “the highly successful” North American Pro Partner loyalty program in the GCC region.

According to the company, Pro Partner is a contractor loyalty programme that offers a collection of tools to enable participating partners to better serve their customers. The programme includes benefits, which will grow Pro Partner businesses and improve the consumer experience through a digitally enabled web platform, the company said.

According to Rheem, the programme provides tools and benefits that align around the four Pro Partner cornerstones:

• Enhancing consumer experience
• Motivating HVAC contractors with incentives
• Empowering partners with marketing and business support
• Offering training

Mike Branson

Pro Partners receive access to Rheem guides, ready-to-use templates and reference examples to create engaging print and digital marketing collaterals for their market, the company said. Pro Partners also receive support through innovative products, tools and training to ensure they can deliver a superior customer experience while growing their businesses, the company said.

“The program is committed to providing world-class training for our Pro Partners,” said Brian Hempenstall, General Manager. “Hence, we have collaborated with ‘North American Technician Excellence’ to provide NATE-certified trainings. Pro Partners and the technicians trained here will also receive Rheem & NATE branded e-Certificates.

“Our Pro Partner program is going to be the ecosystem of our Go-to-Market strategy for the next decade, and I can confidently say that this program is going to revolutionize the HVAC industry in this the Middle East region.”