Ask a sim question, AASC is the answer

The Advanced Arabian Simulation Company (AASC) is close to concluding its first contracts 18 months after the joint venture enterprise was established.

“When we started out I probably had eight or nine leads, said Jan De Haldevang, director of sales and marketing for AASC. “Last week I followed up our 83rd lead. We are close to our first contracts.”

AASC is a joint venture between Thales and Saudi Arabian electronics major AEC. Its mission, according to De Haldevang, is to create an innovation-driven organisation staffed by Saudis.

Drawing on the staff resources available in AEC, AASC has been able to populate its engineering and production sections entirely with local engineers.

“We use three key words to describeourselves,” said De Haldevang, “These are ‘Simulation’ obviously, ‘Innovation’ and ‘Saudi-isation’. AASC is a joint venture for the long-term – 25 years – which is a very significant commitment.

“Our commitment is reinforced by this dedicated use of local engineers. It’s good for the economy and the long-term investment in Saudi development, and it is good in terms
of the AASC marketing initiatives.”

AASC’s product line ranges from civil aviation simulation systems compliant with FAA/EASA and ICAO to its Sagittarius small arms training systems, which can range from basic training to advanced or tailor-made systems.

It also offers driving training simulation for bothmilitary and civilian heavy vehicles. The latter is finding a readymarket in Saudi Arabia, according to De Haldevang.

“Saudi Arabia has one of the highest death tolls on its roads of any country in the world, so there is a very considerable demand for this kind of training,” he said.

The initial phase of development for AASC has been centred on getting its structure in place. It is currently moving into a new purpose-built headquarters and simulation centre on the edge of Riyadh’s
international airport.

Its marketing has been exclusively focused on the Kingdom as well. “We have to established our business in the kingdom first of all,” said De Haldevang. “Once we have done this, then we can look at overseas markets.”