HIAB Middle East has announced that its name is to change to Thor, and that it will launch an expanded range of products in the Middle East.
The name change was revealed during HIAB Middle East’s 2014 partner conference in Dubai, UAE.
The firm used the launch event to showcase a selection of products from its opening line-up, including a three-tonne forklift and a truck-mounted aerial work platform.
“Today is a big day,” said Greger Jacobson, chairman and owner of HIAB Middle East, speaking at the launch event.
“Today, we are going to launch a new brand name. We are introducing the Thor brand, and we have chosen Thor’s hammer as the logo. This is because we are committed to retaining our Swedish roots,” he added.
Although the company will continue to sell HIAB-manufactured products, it will also supply third-party manufactured products under the Thor brand name.
HIAB Middle East will use its existing dealer network to sell Thor equipment in the Middle East and North Africa (MENA) region, except in the UAE, where Thor will sell directly to the market.
“For Thor, we have chosen the tagline, ‘Lift with our family’,” said Jacobson.
“This is for several reasons. Of course, we sell lifting equipment. However, we are not just selling steel. We are selling solutions for our customers in order to lift their profitability,” he told PMV.
The news comes following Jacobson’s acquisition of the former HIAB subsidiary. The move to Thor will allow the company to sell third-party manufactured equipment, in addition to HIAB lifting products.
“Today is Thursday, and Thursday is the day of Thor,” quipped Jacobson.
For more information on HIAB Middle East’s 2014 dealer conference, check out the December 2014 issue of PMV Middle East.
