|

ABB Underscores Focus on Electrification and Automation with New Brand Positioning and Tagline ‘Engineered to Outrun’

October 31, 2024

ABB Underscores Focus on Electrification and Automation with New Brand Positioning and Tagline ‘Engineered to Outrun’

ABB introduces new brand positioning “We help industries outrun – leaner and cleaner” underpinning the next phase of the company’s development as a leader in electrification and automation following its successful transformation period. It articulates what ABB wants to be known for in the minds of its customers. 

The new brand positioning centers around the word “Outrun” and its meaning consists of two parts: Keeping ABB’s partners running consistently at high performance and at the same time helping them constantly run more productively and efficiently so they can outperform. “Leaner” stands for ABB’s global leadership role in automation, improving the productivity and efficiency of every industry’s critical day-to-day operations.

“Cleaner” represents the company’s leadership in electrification, decarbonizing the world’s most essential industries. The company’s new tagline will be ‘Engineered to Outrun’ which replaces “Let’s write the future. Together”. The new brand positioning is in line with the company’s existing purpose of enabling a more sustainable and resource-efficient future with its technology leadership in electrification and automation and its decentralized operating model. 

The way ABB expresses itself visually is also being adjusted to reflect the new positioning and be more distinctive. The iconic ABB logo stays. 

Morten Wierod, ABB’s Chief Executive Officer, said: “I’m proud to be launching our new brand positioning and tagline today as we have entered a new phase for ABB with higher growth ambitions and the ABB Way firmly established across our organization. Our positioning will support commercial performance and talent attraction. It sums up who we are and what we want to be known for by our customers: We keep them running at high performance, helping them become more productive and more sustainable, so they can outperform. At ABB, we call this ‘Engineered to Outrun’.”

As part of the development of the new brand positioning, research found that purchase consideration for ABB is very high, meaning that increasing brand familiarity represents a significant commercial opportunity. The new positioning has been developed in the spirit of the decentralized ABB operating model, by an extended team including corporate, business areas and divisions and customers.


ABB’s new brand positioning is explained further here

Source

Related Story

ABB opens new $100 million campus in Wisconsin

ABB has began the phased opening of a new $100 million campus in New Berlin, Wisconsin to increase U.S. production capacity of industrial electric drives and service to fully meet Build America Buy America Act (BABAA) requirements. The company employees, elected officials, education leaders, and media gathered for a ribbon cutting event to mark the first phase opening of the campus.

Related Articles


Latest Articles

  • ABB Contactor Selection Guide Canada

    October 1, 2025 ABB contactors are among the most reliable electrical switching devices in industrial automation. As Canada’s leading ABB authorized distributor, Proax has helped thousands of engineers and technicians select the right ABB contactor for their applications. Whether you’re designing a new motor control panel or replacing existing equipment, choosing the right ABB contactor can… Read More…

  • 25 Advanced Motion Control Questions Answered

    October 1, 2025 Electromate has compiled a list of 25 advanced mechatronic engineering FAQs covering inertia, vibration, servo safety, control tuning, encoder resolution, and motion system design, and provided answers from their team of experts across the country. How do I model moment loading in real-world applications with offset payloads? Moment loading should be calculated… Read More…


Featured Article

Revolutionizing Material Movement with Autonomous Mobile Robots

Revolutionizing Material Movement with Autonomous Mobile Robots

In today’s fast-paced manufacturing and logistics industries, the need for efficient and flexible material movement solutions has never been greater. Traditional methods like conveyor systems, forklifts, and manual pushcarts have served us well, but they come with limitations.

That’s why Omron is thrilled to announce the launch of their game-changing MD Series of Autonomous Mobile Robots (AMRs). Read more


Products

  • Schneider Electric Unveils New AI Data Centre Reference Designs with NVIDIA

    October 6, 2025 Schneider Electric, a leader in the digital transformation of energy management and automation, has announced new reference designs developed with NVIDIA that significantly accelerate time to deployment and aid operators as they adopt AI-ready infrastructure solutions. The first reference design delivers the industry’s first and only critical framework for integrated power management and liquid… Read More…

  • PISA-M Electronic Circuit Breakers: New NEC Class 2 Compliant Variants Available

    October 6, 2025 PULS introduces new 4-channel electronic circuit breakers designed specifically for power distribution in NEC Class 2 circuits, expanding the existing PISA-M series. PISA-M enables the safe distribution of load current into four individual Class 2 circuits. This offers a cost-effective alternative to multiple individually approved NEC Class 2 compliant power supplies, reducing both acquisition costs and… Read More…