Cargotec Announces New Branding Strategy, Organizational Changes

To strengthen the Cargotec name and the Hiab, Kalmar, and MacGregor brands, Cargotec Corp., Helsinki, Finland, has defined a new corporate-wide branding strategy and launches a new visual look. The new brand strategy supports Cargotec's 'One Company' approach.

Cargotec plus the three brands will share a common symbol, the elephant, which will be displayed in most materials. To support the new branding strategy, Cargotec's on-road load handling brands Multilift, Moffett, Loglift and Jonsered will be transferred into product names that are promoted as Hiab brands. Implementation of the new unified visual identity will be undertaken gradually from 2009 until 2011.

In other news, Cargotec announces a plan to develop a new operating model for Hiab and Kalmar business areas globally as a part of its On the Move change program. The program was launched in February 2008 to accelerate the company’s strategy execution, increase operational efficiency, and enhance customer focus. The development of the new operating model is in accordance with and supports the change program’s targets.

According to the plan, Cargotec will form a new customer operations organization. Hiab and Kalmar business areas will merge their current separate sales and services organizations into three regions: Cargotec Americas, Cargotec Asia-Pacific and Cargotec EMEA. The new customer operations organization will be headed by Pekka Vauramo, who will take over the role of senior executive vice president, Cargotec customer operations, on July 1. He will continue in his role as Deputy to CEO and member of Cargotec’s Executive Board.

The merger of Hiab and Kalmar sales and service networks within the EMEA region was initiated in April 2009, and the new Cargotec EMEA sales and service organiation also will become effective on July 1. Harald de Graaf has been appointed executive vice president, Cargotec EMEA and will continue to be responsible for corporate development.

External financial reporting will continue unchanged at least through 2009. Current Cargotec structure with Hiab, Kalmar, MacGregor and services business areas remain in place until further notice. The personnel implications of the planned changes depend on the future operating model; more information will be communicated as the plans proceed.