New Zealand heavy equipment supplier TransDiesel is announcing a rebrand and name change as it moves into a new era.
The Kiwi owned and operated business is changing its name to TDX with a focus on technology, innovation and sustainability.
The Christchurch-based distributor of construction equipment, diesel engines, transmissions, generator sets as well as oil and filtration products, started with the refurbishment of a single transmission four decades ago.
Newly appointed chief executive Colm Hamrogue says the company recognises and respects it 40-years of heritage and the team is enthusiastic to build on that legacy for the next 40.
“It marks an exciting opportunity to develop the business and prepare the brand for opportunities over the coming decades,” he says.
TDX employs almost 300 people across a nationwide network of 18 branches and has grown from small beginnings in the early 1980s to an annual turnover of over $200 million.
“The evolution to TDX reflects our maturing as a company, one which had an initial focus on diesel engines and transmissions, to one which now partners with some of the world’s biggest and most recognisable names, including Volvo and Yanmar construction equipment, Shell lubricants as well as Perkins, Sennebogen, Kohler and Allison Transmissions,” Hamrogue says.
One consideration which remains very much front of mind for the TDX team is a desire to retain a Kiwi-centric focus, he adds.
“We’re locally owned, assist locals and want locals to succeed. Our customers know and trust us, that’s something that is never going to change.”
Supporting communities
As part of the commitment to bringing the brand alive locally, TDX is launching an initiative to support local customers and their communities.
Each branch will be given funding to support local causes, charities or events, specifically those with a strong environmental or social element that supports local communities.
“Such endeavours help accentuate our localness at a grassroots level and reinforce our connection with Kiwis and to New Zealand,” Hamrogue says.
To achieve this, TDX is giving its people a Prezzy Card with the instruction do what they want with it as long it’s spent with a local business or charity.
“It’s a small but significant statement about helping others and keeping things local, an example of how our people can make a difference to the communities they belong to,” Hamrogue says.
“We’re looking forward to people joining us at TDX, whether they’re part of our team, in our community, customers or brand partners, for the next phase of our exciting journey.”
Marketing manager Marc Warr says the rebrand to TDX was spearheaded from within the company and involved consultation across a variety of key stakeholders including team members, customers and suppliers.
“The new name and logo is a nod to the foundations of our brand, a promise to customers and commitment to add value to our partners,” Warr says.
“We’re confident that we are remaining true to our heritage, at the same time making a positive and future-focused statement that will stand us in good stead for decades to come.”
The design of the new logo also holds particular significance.
“The arrow illustrates moving forward together with our customers and the hexagon demonstrates the importance of partnership between our people, customers and suppliers,” Warr says.
“As for the ‘X,’ it represents the special customer-focused difference we’re renowned for, a world-class service experience we’ve made our own and will continue to deliver into the future.
“It’s a very exhilarating time to be a part of the TDX team and the new developments are symbolic of a dynamic future for the brand.”
A new website will launch soon and the roll out of new branding is underway. It will be introduced on all sites over coming months, including uniforms, building signage and customer-facing interaction opportunities.
More information about the new ‘Supporting Local’ initiative will also be available at the TDX website from late May.
