Strongco and Great West Equipment are uniting under the Nors name and branding.
The Portugal-based company is consolidating its portfolio of brands, which includes the former Strongco and Great West Equipment, as one single brand: Nors. Strongco was acquired by Nors in 2020, while Great West Equipment was acquired this year.
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.
The Nors name will replace the previous 17 brands of all Nors’ companies in the seven countries, from three different continents.
At a launch event, held in Porto, Portugal and broadcast to about 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.”
“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,” said Tomás Jervell, Nors Group’s CEO. “This brand will be stronger, closer and more sustainable, prepared for the future and for the global transformations that Nors is already accompanying.”
The implementation of the new brand in different locations will take place from the launch on October 11 and guided by 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.
“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,” Jervell said.
In addition to Great West Equipment and Strongco, the new name and branding includes 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.
The businesses and will be organized into five segments: trucks and buses, construction equipment, agro, aftermarket and ventures.
