Baldor no more

Call it ABB from now on

Say goodbye to familiarity. Well, not entirely, since ABB is one of the more recognizable names in the industry…but don’t expect to hear the name ‘Baldor’ as much anymore.

The familiar motor maker’s parent company, ABB, will take over the namesake beginning in March.

ABB announced it will integrate the Baldor Electric Company name into its global ABB brand as a part of its Next Level strategy, which includes harmonizing different ABB-owned brands under the global ABB master brand. Beginning March 1, 2018Baldor Electric Company, a member of the ABB group for more than seven years, will be known as ABB.

“This represents yet another great step in building a market-focused, lean organization and unifying the ABB brand across the globe,” said Sami Atiya, President of ABB’s Robotics and Motion division, which includes the organization currently known as Baldor. “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.”

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.

“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.”

Baldor was founded in 1920 in St. Louis by Edwin Ballman and Emil Doerr. In 1956, the company expanded to Fort Smith and, in the late 1960s, moved its headquarters to Fort Smith.

Today, Baldor employs about 1,800 people in Fort Smith, about 70 percent of whom are directly involved in the manufacturing process, Long said. The rest work in capacities such as marketing, finance or engineering. Baldor also employs about 400 people in Ozark and Clarksville.

Starting March 1, the ABB brand will be 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.

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 U.S. gives our customers the best of both worlds,” said Scheu. “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.”

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