By the end of 2026, the Kurtz Ersa Group will standardize its brand portfolio and consolidate all product brands under the umbrella brand “Kurtz Ersa”.
In recent years, the Kurtz Ersa Group has acquired several companies, each of which brought its own established brands – including Schiller Automation, Häcker Automation, and ATV (Semiconductor). While this represented a strategically sound expansion of the existing portfolio of the mechanical engineering company Kurtz Ersa, it led to a fragmented brand landscape. For outsiders and customers, it was not always immediately clear which technologies and solutions belonged to the Group. That is now changing fundamentally.
One brand, one identity
The Global Board and Advisory Board have jointly decided to consistently implement the “Radical Branded House” model – meaning the reduction of all brands in the portfolio to the umbrella brand. Accordingly, all machines and products will bear exclusively the Kurtz Ersa logo in the future. The individual product brands will be integrated step by step, resulting in a consistent brand identity by December 31, 2026. The only exception is the Ersa Tools division, which will be granted an extended transition period until 2029 due to its extensive soldering tool product portfolio.
Strength through consistency
The advantages of this strategy are clear: maximum clarity in communication, more efficient marketing, and a strengthened perception as a provider of technological solutions for industry. “Kurtz Ersa” consistently stands for premium engineering that leads to sustainable production solutions – characterized by technological leadership, reliability, and international strength. Visually, the new consistency is evident, among other things, in the distinctive Kurtz Ersa angle on the machine´s sheet metal housing. In Asia and the Americas, the umbrella brand is already successfully established – now follows the global rollout to clearly communicate the strength of the Kurtz Ersa Group to the outside world through a consistent branding strategy.
