SecurityWorldMarket

09/02/2019

Valtteri Bottas helps Abloy Finland in rebrand-project

Joensuu, Finland

One of the best-known Finns in the world, Valtteri Bottas, and the recently named most valued brand in Finland, Abloy, are to start a collaboration, with the aim of strengthening the renewed Abloy brand overseas.

Finnish locking solutions provider Abloy and racing driver Valtteri Bottas have signed a collaboration agreement at the launch of its renewed Abloy brand to approximately 700 Abloy employees in Joensuu, Finland.

With this collaboration, Abloy will start to implement its renewed Abloy brand among its customers, partners and employees worldwide. Abloy is expanding its international business operations, and the company plans to enhance the visibility and awareness of the Abloy brand outside Finland in the coming years. The focus is on security solutions for critical infrastructure as well as commercial and public construction customers.

“Valtteri Bottas fits perfectly with the message that we want to convey to both international and domestic markets. Bottas and the Abloy brand have many common denominators: trustworthiness, technological pioneering, innovativeness, first-class qualities and team play. These features specifically support the values we have defined in our branding, which are summed up in the trust-confirming statement ‘Abloy – For Trust’,” says Abloy’s CEO, Jari Toivanen.

“Success requires attitude, passion and willpower. You must be able to trust people, the power of collaboration, your team, your partners and the world around you. Above all, you must be able to trust yourself. Your ability to make things better”, Valtteri Bottas says.

“Our negotiations proceeded in good spirit, and it was important that we soon found a common tone and trust with Abloy. It’s marvellous to collaborate with such a respected brand. We have great plans for activating our co-operation, and we will share some goodies a little later,” says Ville Ahtiainen, agent for Bottas.

“Both parties are set to benefit from our collaboration. Abloy will have Bottas as its flag bearer of trust, while Abloy will offer Bottas a place with Finland’s most valued brand,” says Jorma Issakainen, Abloy’s Vice President, International Sales.

Abloy was named Finland’s most valued brand last October in the annual survey by Markkinointi & Mainonta magazine and the market research company Taloustutkimus.

“A brand must be actively nurtured in order to keep abreast of the times. The world around us is changing as have our clients. And so has everything that we offer to our clients. We are increasingly combining digital and mechanical expertise as we develop comprehensive solutions for our customers and their access processes. Now is the time to also review the core features and visual elements of our valuable brand for the coming years,” says Jorma Issakainen.

The Abloy trademark turns 100 years next year. The unique rotating disc-based lock invention made by precision mechanic Emil Henriksson in 1907 was patented in 1919 under the name Henriksson’s Patent Lock. To produce the locks industrially, ‘Ab Låsfabriken - Lukkotehdas Oy’ was founded. The company name was later shortened to Ab Lukko Oy. The trademark Abloy, derived from the company name, was registered at the same time.


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