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Regal Beloit Rebrands GE Businesses as Genteq

March 23, 2009
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Paul Selking of Regal Beloit launched the new Genteq™ name during the Air Conditioning Contractors of America (ACCA) national convention.

FORT WORTH - Regal Beloit announced the rebranding of its GE branded businesses under the name Genteq™ for markets that include residential and commercial HVAC equipment and electrical applications that utilize capacitors.

When Regal Beloit acquired General Electric’s Commercial and HVACR Motors and Capacitors businesses in 2004, it also acquired the rights to use the GE brand through 2009. With this rebranding, the Genteq logo will take the place of GE ECM, GE Commercial Motors, and GE Capacitors logos on all branded products, sales and marketing materials, Websites, communication documents, signage, and other related items beginning immediately. Complete phase-in will be completed by Dec. 31, 2009. Some aftermarket products will phase-in over the next few years.

This rebranding reflects the company’s reputation for innovation and speaks to the future, according to Paul Selking, HVAC industry leader.

“We want to assure customers that this rebranding is an exciting, progressive step,” he said. “Genteq will continue providing unparalleled service and develop the progressive, innovative HVACR solutions for which this company has always been known.”

According to the company, the name Genteq combines the root “gen,” referencing new beginnings (genesis) and ingenuity, with “teq,” showing a continued passion for the newest technology and a unique, innovative approach to problem solving. The Genteq logotype is accompanied by a distinctive blue logo that displays converging paths.

“The strong left to right direction of the paths reflects a flow of air and energy,” said the company. “The paths converge to represent Genteq’s commitment to forming a strong relationship with every customer.”

For more information, visit www.jointhegeneration.com.

Publication date: 03/23/2009

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