SWIRE ANNOUNCES REBRANDING OF SHIPPING LINES
The China Navigation Co Ltd (CNCo) has announced plans to consolidate the majority of its liner shipping services under a new entity, Swire Shipping Ltd, a new company recently incorporated in the United Kingdom. The service framework and existing network of management offices will not be affected by this change.
Under the new entity, Swire Shipping will become the new brand, meaning that the current brands APIL, Chief Container Service, Crocodile Line, Indotrans, Indotrans Pacific and New Guinea Pacific Line will be retired. The Bank Line will be temporarily retained as a sub-brand before being gradually phased out during the course of 2007.
Greater Bali Hai, NGPL Japan South Pacific Line and Tasman Orient Line are not included in this brand rationalisation due to separate shareholding structures, and will continue to trade under their current names.
Mr Ulrich Stelling, chief executive officer of Swire Shipping, said the incorporation was the formalisation of an arrangement in place for some time, whereby Swire Shipping was used as an umbrella brand for the various shipping services.
"Our services, which span the globe, will operate under one united brand, giving customers greater clarity as to the breadth of our services," Mr Stelling commented.
"In making this decision, we recognise the commercial value and customer loyalty attached to the retiring brands. We believe, however, that the attributes that have made these services so successful will be enhanced by the re-branding."
The establishment of Swire Shipping Ltd will complete Swire's global service integration project which, since 2003, has seen the acquisition of Indotrans and The Bank Line, and the introduction of several new trades.
In 2004-05 Swire Shipping launched two new services: Indotrans Pacific, linking key Australian east coast and New Zealand ports with ports on the west coast of Canada and the United States; and Indotrans Asia, linking Southeast Asia and Papua New Guinea with the South Pacific Islands.
In May this year, Swire Shipping announced that Indotrans Asia would form part of the new Indotrans Eastabout Round The World (RTW) service.
"This consolidation of services underscores Swire's long-term commitment to multipurpose liner shipping services and the consistent quality of services and expertise we have been offering, and will continue to offer, to our customers," Mr Stelling said.
