CBI-electric launched

July 2006 News

The South African electrical engineering fraternity recently heralded a new era at the Johannesburg launch of CBI-electric. As of 1 June 2006, it is under this one brand that African Cables, ATC and Circuit Breaker Industries will now trade, and their marketing and advertising will be executed. All three companies are part of JSE-listed Reunert.

Addressing the audience, Martin Shaw, chairman of the Reunert board, pointed out that the three companies have much in common, operate in the same industries and share a common customer base in many cases. He said that all three companies were built on world-class technologies and trusted products, but more importantly, also on people and relationships forged over years. He elaborated, "Sizeable companies can no longer afford to promote a pocket full of brands. It makes sense to focus on as few brands as possible, giving them the strength and commitment they deserve. Each company will remain an entity on its own, with current management continuing to run the day-to-day business, now just part of a bigger CBI-electric." Strategically, "it is one name to protect, one name to market, one name to promote. For the customer it means a uniform standard of quality and integrity".

For more information contact CBI-electric, 011 928 2063.

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