Ashtech to be Rebranded Thales Navigation 09.30.2002
Thales Navigation, a leading global provider of GPS solutions, said it will consolidate all its professional GPS products, including its well-known Ashtech brand, under the Thales Navigation brand name.
The re-branding, which will be phased in beginning this month, is designed to unify Thales Navigation’s professional product offerings and help streamline the company’s marketing communications efforts. The move will also allow Thales Navigation to leverage the strength of its corporate parent, Thales, a $10 billion global company, in the marketplace.
Thales acquired Magellan Corporation in 2001, along with its Ashtech brand, and combined it with France-based Thales Navigation, S.A. to form Thales Navigation. Since the acquisition, the company has reached a number of strategic milestones – all rooted in its continuing achievement as a global professional GPS leader. The company restructured its organization to create two distinct business units, one for professional products and one for consumer products; appointed industry veteran Neil Vancans as general manager of the Professional Products Business Unit; and brought on Stig Pedersen, a leading product development and positioning expert, to drive the company’s GIS efforts.
To enhance its marketing efficiency, the company recognized that consolidation under one professional brand would be advantageous. It has now reached that milestone as well by bringing all professional products under a brand well recognized on a worldwide basis – Thales Navigation.
With this brand change, Thales Navigation will begin a renewed and focused marketing effort. It will support its dealers and customers during the transition through a variety of marketing activities, including advertising beginning in November, a comprehensive web site update, and other key communication programs.