Trailer producer Burg Silvergreen has taken on the name of its Chinese parent company CIMC, the world’s largest trailer manufacturer, and will be known hereafter as CIMC Silvergreen.
Six months after the successful launch of the new trailer brand Burg Silvergreen at IAA 2012 in Hanover, the company has made another important decision and changed the company name: “Burg Silvergreen” is now “CIMC Silvergreen”.
At a press conference in Laa an der Thaya, Austria, David Li, CEO of the CIMC Vehicle Group, explained this forward-looking step: “There are five good reasons to change the brand name to CIMC Silvergreen:
* We want to benefit even more from the international reputation of our parent company CIMC. The enterprise is a well-known name that stands for competence and economic strength.
* We want to convey the values that stand behind our brand name even more effectively: as a global player, CIMC is known for its professionalism, strength and sustainability; silver symbolizes the success of our customers to which our products and services make a decisive contribution; and green stands for our intention to make the transport industry even more environmentally-friendly.
* We belong to the globally active CIMC Group and want to also make this very clear in the name. The CIMC Group is characterized by a strong team spirit and a lively exchange of views with each other – one of the keys to global success.
* We want to avoid any confusion with the Burg trailer brand which is also part of the CIMC Group. In numerous discussions, we have noticed that the distinction between the serial producer CIMC Silvergreen and the Burg brand, which stands for the manufacture of customized trailers, is not clear enough.
* Our “new trailer philosophy” – connecting customer success and environmental protection – is in line with the CIMC corporate strategy and has also attracted great interest in our sister companies in other continents such as the US and Australia. The renaming as CIMC Silvergreen presents us with the opportunity to globally establish our brand as a premium one and synonymous for high-quality, cost-effective and environmentally-friendly trailer production.”
The CIMC Silvergreen brand name will be used in all communications from the trailer manufacturer with immediate effect, as well as the branding of the products. “We made a conscious decision to implement the name change immediately and as consistently as we can in order to profit from the expected benefits of this step as early as possible,” said David Li. “Important for our customers and partners is that the name continues to reflect our programme.”
Regarding the range of products and services as well as the production strategy with three company-owned factories in Europe and two in China, the change of name will have no effect. The existing sales and service network in Europe is to be continuously expanded. In Günzburg, Bavaria, the trailer manufacturer is currently building its European headquarters and the fourth production plant which will be completed by the end of the year.
The company’s product range covers the most important and marketable vehicles. In addition to curtain-sider trailers with sliding tarpaulins or platform gates, refrigerated semi-trailers and transport solutions for intermodal transport, such as container chassis, swap bodies and swap trailers are offered. All the vehicles are based on a modular system and are built to car standards, which means the firm can offer a broad range of design solutions and equipment when there are a large number of common parts and system components. This enables CIMC Silvergreen to combine the advantages of series production with customer-specific made-to-order production and implement this to customers’ advantage.
CIMC Silvergreen, founded as Burg Silvergreen in 2010 in Ulm, is a subsidiary of CIMC (China International Marine Containers), the world’s largest manufacturer of containers and semi-trailers with head office in Shenzhen, China. The other partner is Peter van der Burg, the Chief Executive of CIMC Burg.
CIMC has been enjoying success in China, North and South America, Asia and Australia for many years. It has built its own production sites and established brands such as Vanguard National Trailer in the US: CIMC’s vision is to be a global partner to the modern transport industry.
In Europe, CIMC’s activities began in 2007. The CIMC Burg Group, a manufacturer of special commercial vehicles, tanks and tank vehicles, was formed through the smooth takeover of the majority holding in the family company Burg Industries. The CIMC Burg Group now includes renowned individual manufacturers with a rich heritage, such as LAG, Burg, Hobur and Burgers.