ABB Unveils New Brand Architecture for NEMA Motors Division
October 2, 2025
ABB Unveils New Brand Architecture for NEMA Motors Division
ABB, a global leader in electrification and automation, has executed a bold new brand architecture for its NEMA Motors* Division, introducing a dual-brand product strategy that distinctly positions its product offerings while leveraging the combined strengths of ABB and ABB Baldor-Reliance. This strategic move marks a significant evolution in ABB’s branding approach, resolving fragmentation and streamlining market presence.
For more than a century, Baldor-Reliance industrial electric motors have been synonymous with reliability, durability and American-made quality. Yet, despite ABB’s acquisition of Baldor-Reliance in 2011, the two brands have operated independently in the minds of customers and stakeholders, leading to inconsistent messaging and untapped potential.
ABB NEMA Motors Division’s initiative to realign its brands, culminates in a dual-brand product strategy that emphasizes complementary strengths to meet diverse industry needs:
- ABB: engineered for versatility and scalability, this line delivers reliable, adaptable solutions suitable for a wide range of global industries, backed by ABB’s worldwide expertise and innovations.
- ABB Baldor-Reliance: designed for industries requiring robust solutions for demanding environments, this product line focuses on high-performance capabilities, tailored configurations, and U.S.-based manufacturing.
“By organizing and repositioning our dual-brand product strategy, we bring to the market a reinforcement of two powerful legacies with equally positive reputations for quality and innovation and deep customer confidence,” said Elaine Duraes, Vice President of Marketing and Communications, NEMA Motors Division, ABB. “ABB and ABB Baldor-Reliance are more than just names. They stand for a commitment to excellence, high performance, proximity and partnership. This strategy ensures we remain everyone’s favorite motor for the next 100 years.”
ABB Baldor-Reliance: a refreshed identity
Baldor-Reliance, long recognized as the leading name in NEMA motors, now evolves into ABB Baldor-Reliance, unifying its heritage with ABB, and removing the fragmentation between both brands.
This rebranding introduces a new logo and a compelling customer value proposition, “Everyone’s favorite motor,” which reflects a century of excellence and a forward-looking commitment to:
- No downtime: Motors that don’t quit
- Longevity: Lower lifecycle costs and longer operational lifespans
- Local proximity: Built by local manufacturers, for local manufacturers
- Customization: One-of-a-kind solutions tailored to customer needs
- Service mindset: A “whatever it takes” attitude backed by the largest sales and support team in the industry
ABB is actively working on the visuals and branding updates for the ABB Baldor-Reliance product brand, which is expected to be fully implemented by the end of 2026.
*A NEMA motor is an industrial electric motor that complies with standards set by the National Electrical Manufacturers Association (NEMA), a U.S.-based organization that develops standards for electrical products. Motors manufactured to NEMA standards are primarily used in North America.
Related Story
ABB’s Global NEMA Motor Delivers Performance and Efficiency to Meet the Needs of Industrial Applications Worldwide
OEMs and facility managers can simplify operations and cut costs with ABB’s globally compatible Baldor-Reliance GNEM (Global NEMA) motor.
The U.S. Department of Energy reports that HVACR systems account for as much as 40% of energy use in commercial buildings, with space heating, cooling and ventilation driving most of the consumption. This makes energy efficiency a top priority for facility managers and OEMs alike. ABB, a NEMA motor manufacturer, engineered the Baldor-Reliance GNEM motor solution to answer this need. The Baldor-Reliance GNEM motor is engineered to meet the diverse needs of industrial applications worldwide. These motors offer a unique combination of global compatibility, energy efficiency and robust construction, making them an ideal choice for original equipment manufacturers (OEMs) and end users operating across international markets.
