Randoncorp Rebranding Shows Randon’s Look to the Future

CAXIAS DO SUL, Brazil — In a strategic step towards its consolidation as a multinational company that is a reference in solutions making people’s lives easier through mobility, the Randon Companies will go by a new name: Randoncorp.

The name is a tribute to the company’s legacy as it directs investments, strategies and innovation efforts towards a path of sustainable growth – for the business, for the community and for the planet. The evolution comes at a time when the company is beating records in its 74 years of history, reaching more than BRL 11.2 billion in consolidated net revenue in 2022.

“We got here internationally recognized for the quality of our transport and logistics solutions. In this process of continuous evolution, we have revisited practices and processes, expanded our businesses and product and service portfolios, developed new disruptive technologies and sought an even more diverse operation in countries on all continents. In this way, it is essential to build an identity that reflects this moment and the path we want to take from now on,” said Randoncorp’s CEO Sérgio L. Carvalho.

Platform of mobility solutions

Randoncorp’s global presence is based on quality, innovation and business ethics. The company’s headquarters is in Caxias do Sul (RS). It has units in four continents, reaching more than 120 countries with the sale of solutions and bringing together more than 17,000 staff members. There are more than 50 operations around the world, including industrial plants, commercial offices, product distribution logistics centers and laboratories for innovation and development of new technologies.

“The more we evolve, the more we commit ourselves to the environment, society and ethical and responsible governance. We have recently got into important markets with our semi-trailers in North America and our auto parts in the U.K. We implemented a number actions on sustainability, with an investment plan of BRL 100 million, to be deployed until 2030, for the generation of renewable energies, which will supply industrial units around the world,” Carvalho added.

Active in five complementary business verticals, Randoncorp is the leader in most of the markets it operates with its products and services. Two of these fronts focus on auto parts, both for application in commercial vehicles and in movement control in various types of means of transport.

Among the components manufactured by the companies Suspensys, Castertech and joint ventures Master and JOST Brasil – with partners Cummins and JOST Werke, respectively – are suspensions, axles, hubs, brakes and braking systems, as well as rolling and coupling systems.

With a complete portfolio of parts for braking, suspension, transmission and steering systems and friction materials, Frasle Mobility has a strong global presence and is a leader in the auto parts replacement market, through reference brands such as Fras-le, Fremax, Nakata and Controil. Recently, this unit has also been repositioned, after the evolution and accelerated expansion experienced in the last decade.

Randoncorp also operates as an original-equipment manufacturer (OEM) and is among the 10 largest manufacturers of semi-trailers in the world.

Through the iconic brand Randon, it offers the most complete line of equipment for the land freight transport services, from road implements to rail cars. It is the only road implement assembler in Brazil with manufacturing units abroad, with a national and international distribution network in over 175 points.

The group’s portfolio consists of solutions in financial and digital services. Through the companies Randon Consórcios, Randon Seguros, Banco Randon and Addiante – a joint venture with Gerdau –, it is making its presence felt in credit and financing lines to facilitate the acquisition of goods and facilitate the leasing of assets. The company invests in startups and encourages the innovation ecosystem through Randon Ventures and Conexo, and develops software and digital products with DB.

Contributing to the development of new solutions and boosting medium and long-term results, Randoncorp promotes research in materials, nanotechnology and electromobility and creates solutions in process automation and industrial robotics with Centro Tecnológico Randon (CTR), NIONE and Auttom.

With a commitment to the social transformation of the communities where it operates, the company promotes personal and professional training initiatives for children and young people and encourages volunteer work and traffic safety practices through the Elisabetha Randon Institute.

It also supports and encourages scientific research with the Instituto Hercílio Randon, an institution that is a reference in science and technology, which is sponsored by private resources and in partnership with universities and public authorities.

“Our public commitments reinforce the role of corporate sustainability, expanding the look from the economic pillar to the social, environmental and governance fronts. The reach of our work is also only possible due to the dedication of our thousands of employees, protagonists of this story, and who are fundamental for us to continue with our purpose of connecting people and riches, to generate prosperity,” reinforced Daniel Randon, president of Randoncorp.

The design of a new brand

The rebranding, by FutureBrand São Paulo, makes the company even closer to the market to create solid and multiple relationships that provoke a visionary attitude based on investment in innovation. The expressions that have been used, in turn, establish a connection between the strength of being a human brand, putting people at the center, with technology, which looks into the future and makes Randoncorp even more contemporary. The results materialize some of the elements of the new visual identity, such as the chosen shade of blue and the creation of an exclusive graphic font for the letter “R”, which symbolizes a Company that is always in motion and open to transformations.

“Randoncorp was born to organize brand architecture by taking advantage of the equity and strength of each of the group’s expertise.Thus, together, we managed to prepare the brand for the future, and strengthen the business relationship with themes such as innovation, technology and sustainability”, explained André Matias, director and partner of FutureBrand São Paulo. “To that end, we worked together, in contact with each of the verticals, with the family, with the business strategy.

Using the name Randoncorp was almost a natural solution and this was only possible because we see the world from similar perspectives”, he concludes.

ESG Ambition

The presentation of this new positioning was on Friday, Apr 28, in the presence of the company’s managers, shareholders, authorities and partners, in a hybrid event. In the event, the 2022 Sustainability Reports of Randoncorp and Frasle Mobility were published. The documents contain the evolution of the companies in the last two years, since the presentation of the Company’s ESG Ambition.

New positions reinforce governance

Randoncorp’s Executive Board will also have new members and the changes which will take effect from the May 1. The three current Managing Directors and the Vice President and Chief Transformation Officer (CTO) will take the role the role of Chief Operating Officer (COO). Each one is responsible for a business vertical, in addition to matrix areas that serve various levels of the corporation: Anderson Pontalti, from the Movement Controller vertical / Frasle Mobility; Sandro Trentin, from Assembler vertical; Ricardo Escoboza, from Auto parts vertical; and Daniel M. Ely, from Financial and Digital Services vertical. In addition, the Director of Advanced Product and Manufacturing Technology, César Augusto Ferreira, will be joining the Board, as Superintendent Director of the Advanced Technology vertical.


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