December 17, 2013, Suwanee, Ga. — Montabert has announced
plans to further extend its brand into North America and replace the Tramac
brand name on select products.
December 17, 2013, Suwanee, Ga. — Montabert has announced
plans to further extend its brand into North America and replace the Tramac
brand name on select products.
The rebranded products will include hydraulic breakers,
plate compactors, drilling attachments and pneumatic equipment — all most
recently branded “Tramac by Montabert,” which the French attachment
manufacturer has been using to establish a North American Montabert brand
presence. Montabert officials believe the joint branding effort has provided a
strong foundation for the full North American brand launch. Simply put,
customers who previously purchased Tramac products in North America were always
purchasing Montabert products, just branded Tramac for distribution purposes.
The Montabert name will now be used worldwide.
The transition will take place this winter and into 2014,
culminating with a heightened promotion of rebranded products at the highly
anticipated CONEXPO-CON/AGG event in Las Vegas next March.
“In many ways, this represents a brand extension opposed to
a brand transition,” said Stephane Giroudon, business manager for Montabert
North America. “We have developed an aggressive integrated marketing
communications plan to address the brand’s underlying value proposition,
including its long history of innovation and technological leadership as well
as its experience in providing customers across the globe with superior
equipment solutions. We are confident that our efforts will help Montabert
garner the brand recognition it deserves in the United States.”
As a result of the impending brand transition, existing
“Tramac by Montabert” customers and dealers will benefit from direct connection
to and communication with the Montabert factory in addition to a heightened
level of product support and service. Important to note, all Tramac by
Montabert products will retain the iconic green color that has come to
symbolize the global attachment manufacturer that first invented the hydraulic
breaker in 1964.
Montabert expects the brand transition to be complete by
March 31, 2014.
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