COMPANY PROFILE |
‘NO STOPPING US NOW’
Pintsch Bubenzer takes its foot off the brakes as it accelerates its business empire.
D
ellner Brakes, part of Pintsch Bubenzer, has relaunched as Dellner Bubenzer and rebranded the company
image with a new logo and website. The announcement means Dellner Brakes JHS, Dellner Brakes, Dellner Industrial, Pintsch Bubenzer and Rima are operating as one company, reinforcing its worldwide scope with a local focus. Sweden’s Dellner Group, Dellner Brakes,
was a subsidiary acquired by German industrial braking manufacturer Pintsch Bubenzer in January 2018, in a deal that paved the way for the companies’ ongoing global expansion. Pintsch Bubenzer makes high
performance disc and drum brakes for cranes and other severe duty applications, as well as complementary products, such as emergency and storm brakes. Four months earlier, Dellner Brakes had
20 | August 2021 |
www.hoistmagazine.com
acquired US brake and clutch company Gummi USA. Momentum continued two years ago when Dellner Brakes, incorporating Italy’s Rima, bought German brake specialist JHS Jungblut in a move that immediately strengthened the company’s offering in the wind energy market, and enabled further global expansion, notably in the Far East. “Much of our community has followed the journey of the Pintsch Bubenzer brand - Pintsch Bamag and Bubenzer Bremsen are steeped in history and eventually became the Pintsch Bubenzer business that Dellner acquired. It’s really been a journey that started generations ago and has found its way to this landmark moment,” said Joel Cox, president, Dellner Bubenzer USA. The new-look Dellner Bubenzer
was unveiled on Day One of the AIST (Association for Iron & Steel Technology)
exposition (June 28 to July 1) in Nashville, US, where its logo, brand colors and values were visible for the first time. The green-colored ‘DB’ logo is a
tribute to the ‘D’ from Dellner and the previous branding, and the legacy ‘B’ from Bubenzer. They form together with a disc outline, since caliper brakes are core to the business. The logo has already been integrated into brake castings. Cox was part of a global leadership trio
that executed the entire brand overhaul, including Friederike Imhäuser, marketing manager, of Germany; and Edgar Roca, vice president of Dellner Brakes, of Texas. Governale Group, of Houston, Texas, provided branding expertise, having emerged as the chosen partner from a three-strong, worldwide shortlist. The team started planning at the beginning of the year and was shooting for an April to July launch, which was delivered on time.
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