The establishment of the new joint venture took place in a situation of very demanding markets, especially in Europe. Sapa has, after the merger, a strong position in the European home market as well as in the U.S., South America, China, India and Vietnam. It is among the  world leaders in the processing of aluminum with about 25,000 employees and total annual revenues of approximately NOK 50 billion (2011 figures).

Production units are largely focused on serving customers in local and regional markets. The extrusions are tailored to customers' specifications and needs, while production processes are largely standardized.

“The new Sapa is a robust, global company that is well equipped for the increasingly tough international competition. The company has the necessary strength to overcome the market challenges and create a platform for future development in emerging markets,” President and CEO Svein Richard Brandtzæg said in connection with the merger.

“We want to supply aluminum products to the world. Sapa basically had a strong position in North America, while Hydro's extrusion activities were well positioned in South America and Europe,” said Brandtzæg.