'Powering Business Worldwide' signature redefines Eaton

Diversified industrial manufacturer Eaton Corporation, represented locally by MGE Office Protection Systems, recently launched a global effort entitled “Eaton - Powering Business Worldwide” to reposition itself with employees, customers and other key stakeholders. This new corporate brand signature clearly expresses the company's impact in the marketplace and defines Eaton's strength as a power management company and global technology leader.

Eaton has transformed itself in recent years from a components manufacturer to a power management company, explains Alexander Cutler, Eaton Chairman and CEO. “We produce a wide range of products and solutions for businesses around the world, but what unites everything we do is our focus on helping customers to manage electrical, fluid and mechanical power, making it more effective, efficient and safe.”

Cutler says that the brand signature is a reflection of Eaton's diversified business and geographical mix. Approximately 70% of Eaton's revenues now come from the company's electrical, aerospace and hydraulics businesses, with truck and automotive units accounting for 30%. Geographically, about 55% of revenues are driven by economies outside the United States. Emerging nations account for about 20% of revenues.

"Over the last few years, Eaton has steadily increased its presence in Europe through important acquisitions in our electrical and hydraulics businesses and market development in the truck business," says Jean-Pierre Lacombe, President: Europe, Middle East and Africa (EMEA). "Eaton's leading technology portfolio and focus on power management support our growth plans for the region."

Eaton products and integrated systems give customers high-performing power-saving advantages. Applications include energy-efficient and reliable commercial and residential electrical power, weight-reducing high pressure hydraulic systems and energy-efficient fuel pumps for aircraft, fuel-efficient superchargers and engine valve deactivation systems for passenger cars, and industry-leading hybrid drivetrains and automated transmissions for commercial vehicles.

The “Powering Business Worldwide” line will be used in conjunction with the Eaton corporate logo, which has stood alone for more than 30 years. A global internal communications campaign is underway, recognising the vital role Eaton employees play in moving the company forward. The brand signature will gradually appear on all Eaton communications, marketing and sales materials in the 150 countries where Eaton does business.

In the EMEA region, Eaton employs 21 000 people at 60 locations in 25 countries. Eaton's European headquarter is located in Morges, Switzerland. In 2007, the company reported $2.6 billion revenues for the EMEA region.