Ashtech to be rebranded Thales Navigation

Sea Technology, Nov 2002

Thales Navigation (Santa Clara, California) recently announced that it will consolidate all of its professional GPS products, including its Ashtech^sup (R)^ brand, under the Thales Navigation brand name.

The rebranding, which was phased in last month, is designed to unify Thales Navigation's professional product offerings and help streamline the company's marketing communications efforts. The move will also allow Thales Navigation to leverage the strength of its corporate parent, Thales, a $10 billion global company, in the marketplace.

"This is the best of all possible opportunities," said Neil Vancans, general manager of Thales Navigation's Professional Products Business Unit. "Not only does Thales Navigation offer customers a rich history of product innovation and GPS market expertise, but it now also brings the financial strength of Thales and a great new name that is replete with vision and promise for future market expansion and leadership."

Thales acquired Magellan Corp. in 2001, along with its Ashtech brand, and combined it with France-based Thales Navigation S.A. to form Thales Navigation. Since the acquisition, the company has reached a number of strategic milestones. The company restructured its organization to create two distinct business units, one for professional products and one for consumer products.

To enhance its marketing efficiency, the company recognized that consolidation under one professional brand would be advantageous. It has now reached that milestone as well by bringing all professional products under one brand--Thales Navigation.

For more information, visit www.thalesnavigation.com.