ABB, Zürich, Switzerland, will integrate the Baldor Electric Co., Fort Smith,Ark., 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, 2018, Baldor Electric Company, a member of the ABB group for more than seven years, became 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, Ark.

"ABB has invested more than $13 billion in the U.S. during 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 was 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.

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."

ABB's U.S. and Americas business is headquartered in Cary, N.C. During the past 10 years, ABB has invested $13 billion in the U.S. and the company continues to expand and localize its offerings for customers. ABB operates 60 manufacturing facilities and employs approximately 20,000 people across the U.S.

More information is available online.