RUAG Unveils New Brand Image

23.03.2012 Europe
RUAG Unveils New Brand Image

RUAG Unveils New Brand Image

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International technology group RUAG generated net sales of CHF 1,777 million in 2011, which was on a par with the previous year (CHF 1,796 million) and raised EBIT by 12.5% to CHF 110 million (CHF 98 million).

Four out of five divisions are profitable. This result is thanks to RUAG consistently implementing its strategy of tightening its focus and minimizing risks in its core aerospace and defense businesses. 48% (52%) of net sales were generated in civil and 52% (48%) in military applications.

RUAG spent CHF 140 million (CHF 190 million) on research and development. At the end of 2011, the headcount remained constant at 7,739 employees worldwide (7,719).

At its Annual Press Conference, RUAG unveiled its new brand image with a more internationally distinctive corporate design, a communicative logo with the slogan “Together ahead. RUAG”, consistent values and a binding code of conduct.

Accounting for 37% (35%) of total sales, the Swiss Army remained the single most important customer. 47% (43%) of sales were generated in Switzerland and 53% (57%) abroad. Sales outside of Switzerland break down into 42% Europe (43%), 7% North America (9%) and 2% Asia/Pacific (3%). The remaining countries contributed 2%, as was the case in 2010. They included South America, the Middle East and Africa.

RUAG achieved key successes in 2011 with civil applications (48% of net sales). RUAG Space payload fairings were used on a total of 8 launches; the highlight was the 200th launch of an Ariane rocket. In addition, the company won a record order for electronics units for the next generation of Iridium mobile communication satellites.

On the back of growing demand for Airbus aircraft, RUAG ramped up its production rates for wingtip fences (winglets) and fuselage sections. RUAG has concentrated its skills in civil aircraft maintenance, repair and overhaul (MRO) at its Geneva, Bern Belp, Agno (Switzerland) and Oberpfaffenhofen (Germany) sites. The Bangladesh Navy followed customers in Japan, Norway and Germany in 2011 in purchasing two Dornier 228NG (New Generation) turboprop aircraft manufactured by RUAG.

RUAG also celebrated major successes in military applications (52% of net sales). In terms of military aircraft MRO, the primary focus was on the Swiss Air Force Upgrade 25 program for the F/A-18-C/D fleet and the WE89 TH-06 Super Puma upgrade. Furthermore, maintenance of engine modules for the Royal Malaysian Air Force F/A-18 fleet was further expanded. For the Swiss Army, the Leopard 2 tank upgrade program successfully entered its final phase, and the first five of twelve Kodiak armored engineer and mine clearance vehicles were delivered. In Germany, RUAG was selected as a partner to manufacture and deliver anti-mine kits for 350 Puma infantry fighting vehicles belonging to the Bundeswehr.

Two small international acquisitions systematically expanded RUAG’s core competencies in 2011. Firstly, the airbag igniter production unit of American automotive supplier Delphi was acquired in Fürth (Germany), thus shoring up the civil industrial products business. Secondly, RUAG’s acquisition of Germany’s Base Ten Systems Electronics GmbH enhances its existing expertise in the field of robotics for land forces. In respect of distribution, RUAG strengthened its customer proximity in South America and Asia by establishing sales offices for small-caliber ammunition in Brazil and for civil and military aircraft component MRO in Malaysia.

As RUAG expands and becomes more international, the Executive Board has decided to implement a new, sharper brand image step by step. It was presented to the public for the first time at the Annual Press Conference. Building on its existing strengths, the RUAG Group attaches great importance to a more internationally distinctive corporate design and to consistent behavior on the part of all employees, based on three key values: collaboration, high performance and visual thinking.

“Our new branding will close the gap between the global public perception of the RUAG Group and the perception already current among experts in our field of business: a dynamic aerospace and defense technology group. Our new ‘Together ahead. RUAG” logo communicates our promise to our customers, partners and employees in an active, clear manner,” explained Konrad Peter, Executive Chairman. “It means: working together to ensure mutual success!”


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