ABB will drop the Baldor Electric Co. name as a part of its strategy to align different ABB-owned brands under the global ABB master brand.
Beginning March 1, Baldor Electric Co., a member of the ABB group for more than seven years, will be known 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, USA.
“ABB has invested over $13 billion in the U.S. over the past 10 years, this is our largest market,” said Greg Scheu, president of the Americas for ABB. “The company will continue to invest in the products it makes here, as well as the people responsible for their manufacture. Our U.S.-based motor and mechanical portfolio will be included within our broader portfolio of ABB Ability™ digital solutions.”
Starting March 1, the ABB brand will be applied to all of the Baldor Electric Co.’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.
“ABB’s strong backing for its operations in the U.S. gives our customers the best of both worlds,” Scheu said. “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.”
Baldor Electric was founded in St. Louis, Missouri, USA, in 1920. ABB acquired the company in 2011.