United Kingdom

United Kingdom

Repower extends licensing deal to use name

GERMANY: The renaming of Repower has been postponed after the company extended the deal to use its current name until 2013.

Repower... set for name change
Repower... set for name change

Repower Systems has been using its name since 2001 on the basis of a non-exclusive licence from the owner, the Swiss energy company Ratia Energie.

But the turbine manufacturer's right to use the name was due to expire at the end of this year while the Swiss company has been using the name Repower since 2010.

Repower has been working on the rebrand since at least 2010 when its former CEO Per Hornung Pedersen revealed work was underway on the new identity.

At the time, he said the branding would "reflect the changes at the company, which has turned "from a small wind turbine manufacturer in northern Germany into a global player with an extraordinary growth story".

Pedersen also went on the record to say that Suzlon, which did not wholly-own the company at the time, would not be involved in the branding.

However, at the end of 2011, when asked the same question current Repower CEO Andreas Nauen would not confirm or deny that Suzlon would feature in the new name. However, Nauen did say it would be revealed this year.

The decision as to whether Repower will take on the Suzlon name is likely to be made as part of group review of Suzlon companies.

Asked about the reason for the delay, a Repower spokeswoman said: "The additional year allows us to implement all the changes on the many different aspects of the brand in a growing number of countries."

At the time of the interview with Nauen, Suzlon had just acquired 100% of Repower. Since then there have been rumours that Suzlon, in an effort to alleviate its debt problems, is to sell the German company.

Repower would not confirm or deny that Suzlon would be involved associated with the new branding.

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