Altra Electric Clutch and Brake (ECB) Brands are Merging into Warner Electric

Matrix, Inertia Dynamics and Warner Electric Europe are merging into Warner Electric as a single brand

Matrix International, Inertia Dynamics, Warner Electric Europe, and other remaining Electric Clutch Brake Group legacy brands have always operated as one organization under the ECB group in Altra Motion. While you won’t be experiencing any changes to your day-to-day contacts, products, or processes with us, we wanted to explain why we are moving forward with the name change to Warner Electric.

Why are we consolidating the brands?

We are stronger together! There are many external and internal advantages to having one elevated brand, including our ability to:

• Leverage the global reputation and reach of the Warner Electric brand for accelerated growth
• Create a strong and clear communication of a single global brand
• Improve internal efficiencies
• Simplify interactions with customers and internal staff worldwide

What's changing?

Customers will notice branding (logo) changes:

• Marketing literature, including catalogs, brochures and flyers
• Business cards and email signatures
• Global websites
• Facility signage
• Product labeling, package and carton designs

What's staying the same?

• Our facilities, our people, and our local cultures
• Highlighting and promoting our Warner Electric brand, while continuing to leverage the strength of the Altra brand, Altra Business System and other Altra companies
• Legal entities
• Financial and legal documents will remain under Matrix International Ltd. and Inertia Dynamics LLC.
• Your brand’s sales account manager and customer service points of contact.
• The facilities your products are produced at.