AEG Electric Motors in the UK has changed its name to Lafert Electric Motors, noting the recognition and acceptance of Lafert's products in the market and the company's sound, established customer base. There is no change in the products and services offered.
When, in 1999, the Lafert Group purchased the AEG low voltage motor division it acquired a factory in Terrassa in Spain together with the right to use the AEG brand. This right to use the AEG brand was judged and shown to have significant benefits for helping to establish a sales and marketing company in the UK. Evidence of this is a quadrupling of sales since its first year of trading.
However, the brand name in itself only served as a means for achieving increased acceptance for the Lafert Group's internationally proven products and engineering expertise. Ultimately, success has resulted by the Lafert Group's ability to offer flexibility of engineering to ensure its motors are 'fit for each specific purpose'. This is illustrated by the fact some 70% of sales is for non-non standard product.
"Lafert Group is an established European brand with a solid reputation for quality and innovation," says Nigel Evenett, managing director. "However, the name was relatively unknown in the UK back in 2001. This would have made life hard for the company in the early days, especially with the number of motor companies around then. The AEG name helped to overcome any initial resistance to our motors, giving our customers confidence in our product. Now, with our products established and proven, we believe the time is right to trade under our own name."
In further news, Lafert has announced that, in addition to his duties as UK MD, Evenett will be taking over as managing director of Lafert Moteurs S.A.S in France. This appointment recognises the significant part he has played in helping the company to quadruple its turnover since its first year of trading. This has been achieved both by establishing recognition of Lafert's expertise in providing engineered solutions to match customers' needs and by overseeing the introduction of new product lines to take advantage of new opportunities in related markets.
