Drives and Controls Magazine

Eaton adopts new image and makes changes at Moeller

22 October, 2008

Eaton has adopted a new global image designed to reposition the corporation. It has also announced changes at the top of Moeller, which it bought in April 2008.

The new global tagline – Powering Business Worldwide – is designed to reflect Eaton’s transformation from a components manufacturer to a global power management company. Some 70% of its revenues now come form its electrical, hydraulics and aerospace businesses, and 55% comes from outside the US.

The tagline will be used with the Eaton corporate logo which has stood alone for more than 30 years. The new logo (above) will appear gradually on all communication and sale materials in the 150 countries where the $13bn corporation does business.

At Moeller, Eaton has appointed Richard Boulter as president, replacing Theo Kubat (shown on the left, above, with Boulter) who has retired from the position of chief executive. Boulter, a Briton, joined Eaton in 2007 after 15 years with Siemens. Before moving to Moeller, he was general manager of Eaton’s power components and systems business and vice-president of its Europe, Middle East and Africa region.

♦ Eaton and the Finnish drives-maker Vacon have announced an extension of their 1998 strategic alliance, under which all of Vacon’s AC drives are available under the Eaton name. In the extended agreement, Vacon will provide Eaton with its design expertise and its latest drives hardware, while Eaton will promote the drives through its global organisation, including Moeller.