The Fordia brand transition is starting officially in 2024

by Julie Massé, Global Director, Brand & Communication – OreBody Solutions

We’re here! We’ve tracked our performance with regards to client satisfaction and net promoter score. We’ve qualified how clients perceive both Fordia and Epiroc, especially in Canada, where Fordia was born. And we believe there is no better timing than now to move forward with our ultimate brand transition strategy for Fordia Powered by Epiroc.

Don’t miss out on the brand transition plan!

First things first, we are on a mission to inform all employees of the game plan. In addition to this article – and this fresh OBK internal news update! – we will be hosting live sessions, where you can ask about all the aspects that come to mind.

Access the presentation on the Fordia brand transition

So, what happens next?

Bear in mind that we will not be reproducing the very successful cut-off transition that Epiroc used when separating from Atlas Copco. We will go into this transition with a very different mindset, as we do not want to dissociate from Fordia and we are aiming to make this transition rather smooth and as natural as possible.

You will gradually see us taking further steps into presenting Fordia as a trademark for our diamond tools portfolio, rather than for our organization. For example, our booth layout at our very first trade show in the year, AME RoundUp in Vancouver, presents a Fordia diamond tool section within an Epiroc booth. This will serve as a preliminary reception check, as we are planning to present ourselves as Epiroc for our prime trade show in March, PDAC 2024.

Apart from trade shows, expect some changes with our digital strategy. We are building channels to elevate the awareness of Exploration and OreBody Solutions externally, and that starts with dedicated web pages on Epiroc.com, along with a fresh update of our social media.

Now in terms of employee branding – us! – we will be implementing new business cards, new email addresses and signatures. Rest assured that our priority will be that no email is lost! A bit later in time, branches and trucks will also be converted to the Epiroc brand guidelines, and our promotional clothing will also follow this new strategy.

Exploration as a focal point

Many changes will come. But our hope is that we can carry the success of the Fordia brand into this new strategy, as well as preserve that focal point on Exploration that is so precious to our success. We ask for your support in making this new reality as comfortable as possible for our clients and colleagues.

Please do reach out to us if you would like further details or would like to share some comments: you may reach me via julie.masse@fordia.com, or julie.masse@epiroc.com