Dometic Introduces New Brand Positioning at London Boat Show

Dometic will introduce a new unified brand positioning for the company’s extensive range of marine products at the 2017 London Boat Show.

The rebranding has been created to provide one distinctive, common corporate brand that clearly represents the consistently high standard of reliability, design and functionality across Dometic’s product portfolio.

The leading marine air-conditioning, sanitation and galley equipment specialist’s valuable sub-brands, including Cruisair, Marine Air, SeaLand and WAECO, will now be offered by Dometic, harmonising the company’s product range into one overarching, globally-recognised brand.

Julien Le Feuvre, Head of Marine OEM – EMEA, Dometic, said: “We are delighted to introduce this new global, single brand for Dometic to our marine customers. We are confident the rebrand will help to provide a clear and consistent message that we offer a cohesive range of reliable and innovative products, global resources and expertise. The new brand platform will unify the breadth of our capabilities and reinforce our core commitment to provide solutions for OEMs, sailors, boat owners and commercial maritime workers to make their lives more comfortable when at sea.

“We know that many people have been loyal to the other brands over the history of the company and we are continuing to build on their legacy while absorbing them into the parent company. Our key brand values remain the same: to supply smart, reliable solutions which comply to, and exceed, regulations; to offer outstanding design, focusing on innovation, new product development and future trends and styles; and to ensure our equipment is easy to use, install and understand.

“The new Dometic will guarantee the same high quality, reliability and outstanding features within one cohesive identity which we hope will continue to earn the trust of our current customers but also increase visibility and awareness to introduce Dometic to more people.”

The new, unified product range will be reflected in a redesigned logo and colour scheme on all Dometic products and packaging, emphasising that the company’s equipment from air-conditioning systems to toilets to refrigerators and coolboxes are all within the same product family and offering the same level of engineering and design.

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