KraussMaffei rebranding will cut Netstal from company name

Munich-based KraussMaffei Group is repositioning its branding — now calling all business divisions and its previous brands of KraussMaffei Berstorff and Netstal under a single unified brand of KraussMaffei.

All subsidiaries and locations will operate under the KraussMaffei name from now on, officials of the machinery manufacturer said July 3.

That means Netststal-Maschinen AG, the injection press business in Nafels, Switzerland, will be known as KraussMaffei High Performance AG. KM officials said that the Netstal name will still appear on the machinery, although the name will not be part of the business identity.

The KraussMaffei Berstroff brand of extruders, based in Hanover, Germany, now will be known as KraussMaffei Extrusion GmbH.

At K 2019, KM will unveil a new corporate design for use throughout the company. The machinery manufacturer's new motto is "Pioneering Plastics."

Hans-Ulrich Golz, president of KraussMaffei's injection molding machinery segment, said the existing injection molding machine series names will remain as they are, as will be the production locations. But the new sales organization is arranged by economic regions, so that each customer will have only one contact.

"The common sales organization, which is global and oriented to cover entire areas, is an important milestone in our effort to get even closer to our customers and markets," said Tobias Daniel, vice president of sales for injection molding machines.

KraussMaffei CEO Frank Stieler said: "We are transforming from a traditional machine building company to a technology company working with and for our customers. Without our customers we are nothing."