Baldor Electric Company to be rebranded as ABB

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Baldor Electric Company, a member of the ABB group for more than seven years, will now be known as ABB as the pioneering technology leader continues to integrate different ABB-owned brands under the global ABB master brand.

The rebranding, which begins 1 March 2018, will see the ABB brand applied to all of the Baldor Electric Company’s manufacturing, sales and support facilities, box designs and marketing collateral, invoices and purchase orders, and trade show booths at GEAPS, AGG1, EASA & the Permian Basin Oil Show.

Sami Atiya, President of ABB’s Robotics and Motion division – which includes the organisation currently known as Baldors – said the move represents ‘yet another great step’ in building a market-focused, lean organisation and unifying the ABB brand across the globe,

“With aligning all of our activities under the ABB brand we are delivering on our Next Level Strategy to unlock value by streamlining and strengthening our portfolio,” Mr Atiya added.

Greg Scheu, President of the Americas for ABB, said the organisation will continue to manufacture, design and market the product brands of Baldor-Reliance motors and Dodge mechanical power transmission products from 15 US manufacturing locations.

Additionally, Mr Scheu said, the organisation will continue to support ABB’s entire US motors and generators business unit, including ABB branded IEC motors, large AC motors, generators and related services from the motors, generators and mechanical business headquarters in Fort Smith, Arkansas.

“ABB has invested over $13 billion in the US over the past 10 years, this is our largest market,” Ms Scheu continued.

“The company will continue to invest in the products it makes here, as well as the people responsible for their manufacture. Our US-based motor and mechanical portfolio will be included within our broader portfolio of ABB Ability digital solutions.”

In addition to having access to the same local manufacturing, inventory and customer service, customers will also be able to rely on global support, ABB Ability digital technology and more than 130 years of ABB innovation.

“ABB’s strong backing for its operations in the US gives our customers the best of both worlds. Our customers can count on us to provide local support, backed by pioneering ABB technology and a global, connected footprint to ensure we partner with them wherever they may be,” Mr Scheu concluded.

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