From January 2015, all of IMI’s fluid power businesses, including the market leaders Norgren, will be brought under one new division: IMI Precision Engineering. Norgren’s world-class range of products will become IMI Norgren, one of a portfolio of flagship product brands, which also include IMI Buschjost, IMI FAS, IMI Maxseal and IMI Herion.
The rebranding is part of a major business review being undertaken by the global IMI engineering group. Designed to align and strengthen the profile of the IMI brand, IMI Precision Engineering joins IMI Hydronic Engineering and IMI Critical Engineering as one of three new divisions within the group. All three will share a common purpose – to help customers tackle the world’s most demanding engineering challenges.
One of the world leaders in fluid and motion control, Norgren was acquired by IMI in 1972 and has effectively operated as the group’s fluid power division. The new divisional name and creation of IMI product brands therefore marks a significant change of strategy.
Mark Shellenbarger, global marketing director for IMI Precision Engineering, explained: "With IMI Precision Engineering we can now bring all of our world-class products, including Norgren, under one clearly named division. This showcases the IMI brand name, brings real clarity to our market and allows us to build on the collective strength of our key product brands."
The new name and brand identity for IMI Precision Engineering is just part of a long-term commitment which includes new investment in manufacturing and the supply chain, as well as innovation and new product development. The aim is to deliver ‘Engineering GREAT’ which, for customers, means close partnership and problem solving, high performance products and the reliability which comes from world-class manufacturing and a sales and service network across 75 countries.
Mark Shellenbarger added: "The investment in IMI Precision Engineering means our customers will benefit from technology, resources and experience from across the IMI group. I am confident that these changes, combined with on-going investment, will strengthen our offer, improve delivery and our flow of new products, and result in truly world-class experience for our customers."