20 Oct 2024

The renowned Volvo dealership, Auto Sueco Botswana, has officially adopted the Nors brand, reflecting a unique, transversal, and global dimension. This strategic transition is rooted in over 90 years of legacy and progress as Nors consolidates its vast portfolio of brands.

Since 2006, Nors Botswana has served as the exclusive representative of Volvo trucks and buses in the country, as well as an authorised repairer of Renault Trucks. The rebranding marks a crucial step in Nors’ commitment to enhancing its presence and service offerings.

At a recent launch event in Porto, Portugal, attended by approximately 3 000 employees, Nors Group Chief Executive Officer Tomás Jervell unveiled the company’s new brand strategy. The initiative aims to “improve life and business through reference services and equipment, creating continuous value for all.” This mission, he said was supported by core values of legacy, humanism, ambition, diligence, and integrity.

Mr Jervell announced that the Nors brand would replace the 17 brands currently representing Nors’ companies across seven countries on three continents. The rebranding encompasses other entities, including Auto Sueco Portugal, Galius, Civiparts, AS Parts, Onedrive, Nors Centro Oeste, Agrofito, AgroNew, Auto Maquinaria, Auto Sueco São Paulo, Auto Sueco Centro Oeste, KinLai, Auto Sueco Angola, Auto Sueco Mozambique, Auto Sueco Namibia, Great West Equipment, and Strongco.

To further streamline its operations, the Nors brand will be organised into five key segments: Trucks and buses, construction equipment, Agro, aftermarket, and Ventures.

This new strategy and brand architecture, he said were set to globally enhance Nors’ distinctive offerings. By integrating quality service, technical expertise, and an expansive network, the company aims to strengthen its market position and deliver exceptional value to its customers. Mr Jervell said the Nors brand embodied what had been for over 90 years and their even greater ambition to be recognised for their exceptional quality service and teams, boosting future growth in all the geographies in which they were present.

This brand would be stronger, closer and more sustainable, prepared for the future and for the global transformations that Nors was already accompanying, he said.

“The Nors brand has existed since 2013 in an institutional dimension,” he added. Mr Jervell said the implementation of the new brand in the different geographies would take place from the launch on October 11th, guided by a classic strategy and an action plan that meets the needs of the business, segments and different geographies.

The brand architecture and identity development were carried out by Born Portugal agency, while the brand’s launch and communication strategy, as well as its implementation, were carried out in partnership with Havas and would be the subject of an online and offline campaign over the next few weeks, he said.

Meanwhile, Nors Botswana Human Resource Manager, Ms Chamada Gilbert, said formerly known as Auto Sueco Botswana, the company has created employment opportunities for 52 Batswana and two expatriates, and has four branches; Gaborone, Francistown, Ghanzi and Maun.

With over 18 years of existence in Botswana, Ms Gilbert said Nors was the exclusive representative of Volvo trucks and buses and an authorised repairer of Renault Trucks, citing that in Botswana, Nors also distributed Vesper Energy Solutions own-brand generator sets.

It is a reference brand with decades of history which began its activity in Portugal with the distribution of Volvo brand products, she said.

Ms Gilbert said in addition to Portugal, it was present in five markets - Angola, Brazil, Botswana, Mozambique and Namibia - with a portfolio of products and services adapted to each geography.

 She said taking a transversal approach, it distributed a diversified range of products, with a focus on Volvo trucks.  The offer also includes Volvo buses, Volvo Penta marine and industrial engines, Kohler-SDMO generators, Isuzu buses, among others .  ENDS