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Hägglunds hydraulic drives takes on new look

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Global Mining Review,

The advantages of Hägglunds hydraulic drive systems will soon be reflected in a redesign, making the Hägglunds brand more visible within Rexroth. While the shift connects the present with a distinguished past, its focus is on the future – and above all on creating greater clarity for customers.

The refreshed and revitalised Hägglunds brand will appear at MINEXCHANGE 2022, the SME Annual Conference & Expo 2022. At the event in Salt Lake City, Utah, on 27 February 2022, visitors will get their first look at the new face of Hägglunds.

“Our drives are in constant development, and the new look is also an advance,” said Wolfram Ulrich, Vice President of Sales for Hägglunds products and solutions. “Customers will find familiar elements in the new design, such as the distinct red colour of Hägglunds motors. But the Hägglunds logotype, for example, has become more streamlined and dynamic.”

Added to the logotype is a new element derived from the Hägglunds motor cam ring, the lines of which echo throughout the visuals. Ulrich explained: “Inside and out, a Hägglunds solution works to keep customers moving forward. That sense of motion and innovation will be integral to our communications.”

The update is a matter of clarity as well as appearance. Hägglunds drive solutions are – and will remain – a part of the Rexroth offering. Yet the Hägglunds brand has unique longevity, much like the products themselves. The name Hägglunds has always been present on the hydraulic motors and has always had its place in customers’ hearts and minds.

“Hägglunds solutions have undeniable strengths and a committed team behind them, which is why the brand continues to resonate with customers,” added Tobias Brummer, Head of Brand Management and Brand Communications at Bosch Rexroth. “Positioning the Hägglunds brand more clearly is a win-win, as it affirms those aspects while opening the door to all that Rexroth offers.”

“Hägglunds benefits from being a part of Rexroth,” agreed Ulrich. “The new design makes the brand stronger in its own right, but there’s power in Rexroth’s endorsement and surrounding expertise. Becoming more visible while staying connected to Rexroth is the best of both worlds, for Hägglunds and for customers.”

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