Strongco and Great West Equipment rebrand as Nors

Having grown through business acquisitions globally for 90 years, Nors Group is now uniting its portfolio of brands, including Canada's Strongco and Great West Equipment, under one brand: Nors.

The new brand covers over 80 percent of Canadian equipment market

Nors will now cover more than 80 percent of the Canadian market, where it has a total of 37 branches and more than 750 employees. At a launch event held in Porto, Portugal, and broadcast to around 3,000 employees, Nors unveiled its new brand strategy.

"Nors' brand embodies what we have been for over 90 years and our even greater ambition to be recognized for our exceptional quality service and teams, boosting future growth in all the geographies in which we are present," said Tomás Jervell, Nors Group's CEO. "This brand will be stronger, closer, and more sustainable, prepared for the future and for the global transformations that Nors is already accompanying".

Seventeen brands in seven countries and three continents

This brand will replace the previous 17 brands of all Nors' companies in the seven countries, from three different continents. In addition to Great West Equipment and Strongco, this rebranding encompasses the brands Auto Sueco Portugal, Galius, Civiparts, AS Parts, Onedrive, Nors Centro Oeste, Agrofito, AgroNew, Auto Sueco Centro Oeste, Auto Sueco São Paulo, Kinlai, Auto Maquinaria, Auto Sueco Angola, Auto Sueco Botswana, Auto Sueco Moçambique, and Auto Sueco Namíbia, and will be organized into five segments: "Trucks and Buses", "Construction Equipment", "Agro", "Aftermarket", and "Ventures".

"The Nors brand has existed since 2013 in an institutional dimension. As of today, the launch of Nors in its commercial aspect is part of a process of evolution and growth, where international expansion stands out", says Jervell.

Nors Group acquired Volvo dealer Great West Equipment in early 2024 and Strongco in 2020.