Riello UPS brand will consolidate entire Riello Elettronica UPS oortfolio

Riello Elettronica has launched a branding initiative designed to reinforce the global marketing and sales efforts supporting its rapidly growing UPS portfolio.

With immediate effect, all UPS products, including those previously sold under the AROS name, will be marketed worldwide under the Riello UPS brand, with a new logo and visual identity. All solar inverter products will be sold under the AROS Solar Technology brand.

For UPS customers and business partners, the consolidation under the Riello UPS brand signals the successful conclusion of the 14-year-old integration of Riello UPS and AROS engineering, manufacturing and marketing resources into a single, leading, world-class UPS supplier.

Said Roberto Facci, international sales director: "Our UPS customers and partners will benefit from a stronger focus on the UPS business by a dedicated UPS team. That will translate into a stronger product portfolio, enhanced service and support, and stronger brand visibility and communications."

Fabio Passuello, CEO of Riello Elettronica said: "Both our UPS and solar inverter businesses have achieved remarkable growth in virtually every market where we are active.

"By consolidating each business under a dedicated brand, we are creating a strong marketing platform to support future growth worldwide."

Solar inverter customers and partners are expected to benefit as AROS Solar Technology teams focus their attention and resources exclusively on this rapidly growing sector.

Roberto Facci added: "Consolidating all of our UPS activities under a single, global brand reflects both our strong UPS positions and our ongoing growth opportunities, especially in EMEA, India and China."

Riello UPS currently ranks 4th among UPS vendors worldwide and number 3 in Europe, according to IMS Research. Riello UPS is the world's leading non-US-based UPS vendor.

As the brand consolidation rolls out, UPS and solar inverter customers and partners will continue to benefit from the full current portfolios of products and services. The branding initiative will have no impact on employment.

To continue building the Riello UPS brand, the successful three-year-old Riello UPS sponsorship/partnership with the Ducati Corse motorcycle racing team was renewed for 2011.

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