The two leading names in construction equipment in Canada, Strongco and Great West Equipment, will become one through the Nors brand transformation process, which now takes on a unique, transversal and global dimension.

Driven by progress and based on a legacy of more than 90 years, Nors is uniting its vast portfolio of brands, to which the former Strongco and Great West Equipment belong, and which will now become one single brand: Nors.

Nors now covers more than 80 per cent of the Canadian market, where it has a total of 37 branches and more than 750 employees.

At a launch event, held in Porto, Portugal and broadcast to around 3,000 employees, Nors unveiled its new brand strategy. to “improve life and business through superior services and equipment, creating continuous value for all.”

This brand will replace the previous 17 brands of all Nors’ companies in the seven countries, from three different continents. Thus, in addition to Great West Equipment and Strongco, this new strategy also includes the brands Auto Sueco Portugal, Galius, Civiparts, AS Parts, Onedrive, Nors Centro Oeste, Agrofito, AgroNew, Auto Sueco Centro Oeste, Auto Sueco São Paulo, Kinlai, Auto Maquinaria, Auto Sueco Angola, Auto Sueco Botswana, Auto Sueco Moçambique and Auto Sueco Namíbia, and will be organized into five segments: Trucks and Buses, Construction Equipment, Agro, Aftermarket and Ventures.

Tomás Jervell, Nors Group’s CEO, explains that “Nors’ brand embodies what we have been for over 90 years and our even greater ambition to be recognized for our exceptional quality service and teams, boosting future growth in all the geographies in which we are present. This brand will be stronger, closer and more sustainable, prepared for the future and for the global transformations that Nors is already accompanying.”

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