Strongco And Great West Equipment Unite Under The Nors Brand

Nov 25, 2024 - 9 months ago

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 is now an important player, covering more than 80% 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. Its purpose is to “Improve life and business through reference services and equipment. Creating continuous value for all.” and is supported by the values of Legacy, Humanism, Ambition, Diligence and Integrity.

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 strategy encompasses 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”.

This new strategy and brand architecture will boost Nors' differentiated offer globally, which, together with the main brands represented in the sectors in which it operates, will add quality service, technical knowledge and capillarity.
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”.

“The Nors brand has existed since 2013 in an institutional dimension. As of today, the launch of Nors in its commercial aspect is part of a process of evolution and growth, where international expansion stands out”, adds Tomás Jervell.

The implementation of the new brand in the different geographies will take place from the launch on October 11th, guided by a classic strategy and an action plan that meets the needs of the business, segments and different geographies.

The brand architecture and identity development were carried out by the Born Portugal agency, while the brand's launch and communication strategy, as well as its implementation, were carried out in partnership with Havas, and will be the subject of an online and offline campaign over the next few weeks.

Source: Nors