Baldor rebrands as ABB

By |  February 28, 2018

After seven years as a member of the ABB group, Baldor Electric Co. will now be recognized as ABB.

As ABB, the organization will continue to manufacture, design and market the product brands of Baldor-Reliance motors and Dodge mechanical power transmission products from 15 U.S. manufacturing locations. The organization will continue to support ABB’s entire U.S. 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.

The goal of ABB’s strategy is to harmonize different ABB-owned brands under the master global brand.

The ABB brand will be applied to manufacturing, box designs and marketing collateral, invoices and purchase orders, sales and support facilities, and trade show booths beginning March 1.

“This represents yet another great step in building a market-focused, lean organization and unifying the ABB brand across the globe,” says Sami Atiya, president of ABB’s robotics and motion division. “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.”

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