ABB, a global leader in electrification and automation, has executed a bold new brand architecture for its NEMA Motors* Division, introducing a dual-brand product strategy that distinctly positions its product offerings while leveraging the combined strengths of ABB and ABB Baldor-Reliance. This strategic move marks a significant evolution in ABB’s branding approach, resolving fragmentation and streamlining market presence.
For more than a century, Baldor-Reliance industrial electric motors have been synonymous with reliability, durability and American-made quality. Yet, despite ABB’s acquisition of Baldor-Reliance in 2011, the two brands have operated independently in the minds of customers and stakeholders, leading to inconsistent messaging and untapped potential.
ABB NEMA Motors Division’s initiative to realign its brands, culminates in a dual-brand product strategy that emphasizes complementary strengths to meet diverse industry needs:
- ABB: engineered for versatility and scalability, this line delivers reliable, adaptable solutions suitable for a wide range of global industries, backed by ABB’s worldwide expertise and innovations.
- ABB Baldor-Reliance: designed for industries requiring robust solutions for demanding environments, this product line focuses on high-performance capabilities, tailored configurations, and U.S.-based manufacturing.
“By organizing and repositioning our dual-brand product strategy, we bring to the market a reinforcement of two powerful legacies with equally positive reputations for quality and innovation and deep customer confidence,” said Elaine Duraes, Vice President of Marketing and Communications, NEMA Motors Division, ABB. “ABB and ABB Baldor-Reliance are more than just names. They stand for a commitment to excellence, high performance, proximity and partnership. This strategy ensures we remain everyone’s favorite motor for the next 100 years.”
ABB Baldor-Reliance: a refreshed identity
Baldor-Reliance, long recognized as the leading name in NEMA motors, now evolves into ABB Baldor-Reliance, unifying its heritage with ABB, and removing the fragmentation between both brands.
This rebranding introduces a new logo and a compelling customer value proposition, “Everyone’s favorite motor,” which reflects a century of excellence and a forward-looking commitment to:
- No downtime: Motors that don’t quit
- Longevity: Lower lifecycle costs and longer operational lifespans
- Local proximity: Built by local manufacturers, for local manufacturers
- Customization: One-of-a-kind solutions tailored to customer needs
- Service mindset: A “whatever it takes” attitude backed by the largest sales and support team in the industry
ABB is actively working on the visuals and branding updates for the ABB Baldor-Reliance product brand, which is expected to be fully implemented by the end of 2026.
*A NEMA motor is an industrial electric motor that complies with standards set by the National Electrical Manufacturers Association (NEMA), a U.S.-based organization that develops standards for electrical products. Motors manufactured to NEMA standards are primarily used in North America.
ABB Motion, a global leader in motors and drives, is at the core of accelerating a more productive and sustainable future. We innovate and push the boundaries of technology to contribute to energy efficient, decarbonizing and circular solutions for customers, industries and societies. With our digitally enabled drives, motors and services we support our customers and partners to achieve better performance, safety and reliability. To help the world’s industries outrun – leaner and cleaner, we deliver motor-driven solutions for a wide range of applications in all industrial segments. Building on over 140 years of domain expertise in electric powertrains, our more than 22,000 employees across 100 countries learn and improve every day. new.abb.com/motion
ABB is a global technology leader in electrification and automation, enabling a more sustainable and resource-efficient future. By connecting its engineering and digitalization expertise, ABB helps industries run at high performance, while becoming more efficient, productive and sustainable so they outperform. At ABB, we call this ‘Engineered to Outrun’. The company has over 140 years of history and more than 105,000 employees worldwide. ABB’s shares are listed on the SIX Swiss Exchange (ABBN) and Nasdaq Stockholm (ABB). www.abb.com
