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UK soft-start pioneer Fairford becomes Motortronics UK
Published:  05 August, 2019

Fairford Electronics, the long-established British developer and manufacturer of soft-starters for electric motors, has adopted the name of the American company which bought it just over a year ago. It will now be known as Motortronics UK and will supply a much wider range of motor control products and systems.

Devon-based Fairford’s low-voltage soft-starter ranges, previously marketed as Synergy, Agility and PFE, will now be known as VMX-Synergy, VMX-Agility and VMX-PFE. This change brings the European corporate and product branding in line with those used by Motortronics for the Asian and American markets.

Accompanying the change in branding, Motortronics UK will market a wider range of products from Motortronics' portfolio. Initially this will include medium-voltage soft-starters, remote monitoring systems, transformers and control products.

Kirsten Knowles, Motortronics UK’s finance and operations director, says that the rebranding solidifies the commitment of Motortronics Group to the European market.

Motortronics’ president Jim Mitchell adds: “We have planned this name change alongside other major strategy developments to facilitate improved innovation, production and marketing efficiencies throughout our global operations.”

Under its new name, Motortronics UK will supply a much wider portfolio of products

Fairford Electronics introduced digital electronic control of electric motors in 1979 and is regarded as being one of the pioneers of soft-starter technology. It has grown into a global soft-starter specialist with more than one million of its soft-starters in use around the world.

Motortronics, which purchased Fairford in May 2018, manufactures solid-state AC controls, soft-starters and motor protection products. Founded in 1982, its headquarters are in Florida, and it has facilities in China, South Korea and the British West Indies. The company, which employs more than 600 people, is now one of the world’s largest manufacturers of solid-state power controls and has shipped more than two million soft-starters worldwide.