Cargotec re-brand and merger

By Euan Youdale25 June 2009

Crane and materials handling equipment manufacturer Cargotec will launch a new look aimed at strengthening the group and its Hiab, Kalmar and MacGregor divisions.

Under the group's One Company strategy the three divisions will share a common symbol; the elephant. It will be displayed on most corporate material and all products will be branded with the three division names.

In addition, Cargotec's on-road load handling brands Multilift, Moffett, Loglift and Jonsered will be transferred into product names to be promoted as Hiab brands.

The new identity will be introduced gradually between 2009 and 2011. "We want to build a stronger Cargotec brand for our customers and other stakeholders," said Mikael Mäkinen, Cargotec president and CEO.

The Finland-based group has also announced plans to merge the separate sales and service departments of port handling equipment producer Kalmar and loader crane manufacturer Hiab into three regions: Cargotec Americas, Cargotec Asia-Pacific and Cargotec EMEA.

The new Customer Operations organisation will be headed by Pekka Vauramo, who was appointed senior executive vice president, Cargotec Customer Operations from 1 July 2009. He will continue in his role as deputy CEO and Cargotec executive board member.

The EMEA region merger has already taken place and becomes active on 1 July 2009. Harald de Graaf, Cargotec executive board member, will be appointed executive vice president of Cargotec EMEA on the same date. De Graaf continues to be responsible for corporate development.

The merger is part of Cargotec's On the Move programme, launched in February 2008 to accelerate the company's corporate strategy.

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