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Strauss waltz accompanies Sumitomo rebranding

01 October, 2003

Sumitomo Cyclo Europe has been reborn as Sumitomo Drive Technologies as part of a global rebranding exercise that brings together 30 Sumitomo companies in the power transmission and controls sector.

Sumitomo reckons that it has 70% of this market in Japan, and 15% globally. The companies united under the new brand employ 2,300 people worldwide, working at eight factories, 35 assembly centres and 226 sales offices. In Europe, Sumitomo Drive Technologies has a staff of more than 300, making and marketing speed reducers, and mechanical and electrical variable speed drives.

One reason for the rebranding is to give the business a worldwide identity. "We aim to become truly global players in the gears market," says Neil English, Sumitomo Drive Technologies` group sales and marketing manager.

As part of the rebranding exercise, Sumitomo has launched a new Web site (shown above) with interactive features including a CAD drawing request function.

In Europe, Sumitomo`s power transmission business is best known for the cyclo speed reduction technology, which uses discs instead of pinions or gear teeth, and operates in compression rather than shear. Sumitomo acquired the technology - invented by Lorenz Braren in 1931 - when it bought Cyclo Getriebebau in 1994.

The official unveiling of the new brand in Ireland last month was accompanied by the official debut of The Cycloiden Waltz, composed by Johan Strauss II. Strauss is said to have been inspired by the cyclo principle. The manuscript, which shows a cyclo disc on its cover, was discovered recently in a Vienna library.

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