Clean Technology Canada

Ballard Power Systems announces rebranding

June 25, 2021
By Canadian Manufacturing

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VANCOUVER — On June 24, Ballard Power Systems announced a rebranding to reflect the next phase of the company’s intended journey as a global provider of zero-emission fuel cell technology.

“Since the company’s founding in 1979, Ballard has been dedicated to zero-emission energy,” said Randy MacEwen, President and Chief Executive Officer. “And, now the global transition to clean energy is clearly underway. With over 30 countries having announced hydrogen strategies, there is a strong commitment globally that hydrogen will play a critical role in the decarbonization of energy, mobility and industry. We are particularly excited with the expected volume adoption of hydrogen fuel cells to decarbonize hard-to-abate mobility sectors, including bus, truck, train and marine applications. As we enter a new era with a growing opportunity set and investment, it is timely for a brand refresh.”

The rebranding includes a redesign of the company’s logo, tagline, website and communication tools. Ballard’s new tagline, Here for life(TM) is mean to convey multiple dimensions. To stakeholders, Here for life(TM) is meant to reflect Ballard’s vision to deliver fuel cell power for a sustainable planet. To customers, Here for life(TM) intends to convey support through the entire customer journey with Ballard.

Nicolas Pocard, Vice President, Marketing and Strategic Partnerships, added, “With this rebranding launch, we are bringing a fresh look to who we are and everything we believe in and do. At Ballard, we deliver field-proven fuel cell technology, and we do it with a focus on our customers. Our customers can rely on us as a trusted, knowledgeable partner with decades of innovation, expertise and experience in implementing fuel cell solutions. We are focused on innovative and valuable fuel cell technologies with products designed to last and offer a low total lifecycle cost with zero emissions. Ballard is Here for lifeTM.”

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