Danfoss sharpens profile to strengthen market position

01 October 2014

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Danfoss is launching a new global brand profile under the headline, ‘Engineering Tomorrow’. Today Danfoss enjoys a strong business position within several important growth areas, delivering innovative products that help make a big difference for the citizens and communities of the future – in terms of sustainable infrastructure, food supply, energy efficiency, and climate-friendly products. With Engineering Tomorrow, Danfoss will ensure that the company’s position in the market stands out.

President and CEO Niels B. Christiansen says: “Engineering Tomorrow will link our foundation to the future. The engineering work is at the very heart of Danfoss. Building on this we are ready to shape the future through innovative solutions. The world presents significant growth opportunities and Danfoss is ready to seize them. We have achieved good results and have strong and positive stories to tell. Now we invest in getting this message out.”

The new global brand position has been developed after a thorough process, where Danfoss has asked existing and potential customers throughout the world about their perception and expectations to Danfoss now and in the future. Based on these insights, the Engineering Tomorrow concept has been developed and now the company is ready to present this to the market.

Danfoss’ new brand concept is closely in line with the group’s strategy, ‘Core & Clear’, which was introduced in 2010, and in the present phase is focused on accelerating profitable growth. In addition to several activities in Danfoss’ largest markets, the corporate site is re-launched to reflect the new brand. Also, Danfoss’ aspiration for ‘Engineering Tomorrow’ is illustrated in a new corporate film directed by the Cannes-winning director, Christoffer Boe.

To learn more about ‘Engineering Tomorrow’ please visit

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