ABB is a global technology leader focused on electrification and automation, committed to driving the industry towards a more sustainable and resource-efficient future. Relying on deep engineering experience and advanced digital expertise, ABB provides a full range of solutions from design, development to implementation to help industries optimize operational efficiency, improve productivity, and promote sustainable development. This unique approach that combines technological innovation with industry needs gives ABB a significant lead in the competition.
ABB calls its mission "Designing for Excellence", which aims to help customers surpass the future in their respective fields through excellent technology and services. Whether in industrial manufacturing, energy management, or transportation and infrastructure construction, ABB's technology is widely used and plays an important role in the global decarbonization process.
As a long-standing company, ABB has a history of more than 140 years and is a pioneer and innovator in the field of electrification and automation. At present, the company has more than 105,000 employees worldwide, distributed in more than 100 countries and regions, forming a huge global service network. This deep technical accumulation and global resources enable ABB to continuously lead industry change and provide customers with customized intelligent solutions.
ABB has launched a new brand positioning, "We help industries outrun - leaner and cleaner", and changed its slogan to “Engineered to Outrun”, replacing the previous "Let's write the future together". This brand positioning emphasizes ABB's technological leadership in electrification and automation, aiming to further clarify the company's brand image in the minds of customers. The new positioning focuses on two core concepts: Lean and Clean - helping industries achieve sustainable development by improving production efficiency and reducing carbon emissions.
"Lean" represents ABB's global leadership in automation, improving productivity and efficiency for daily operations in various industries; "Clean" reflects ABB's leading advantages in electrification, helping key industries decarbonize. At the same time, ABB's visual design will also be adjusted to more clearly convey this new positioning, and the iconic ABB logo will remain unchanged.
ABB CEO Morten Wierod said that this new brand positioning and slogan reflects the company's pursuit of higher growth and the maturity of the "ABB Way" management model. The new positioning will not only help the company improve its commercial performance, but also attract more talents, while demonstrating ABB's vision of helping customers achieve excellent performance.
