The end for the traditional Hamburg Süd brand: The container shipping company, which has been part of the Maersk Group since 2017, is to continue to operate under the label of its parent company. Hamburg Süd announced this to its business customers on January 27. In 2021, the Hamburg shipping company celebrated its 150th birthday. Now the name falls victim to a re-branding strategy. The typical red container ships are to be repainted.
Maersk also wants to integrate its other logistics brands, such as the Sealand shipping company, the air freight forwarder Senator International and the logistics platform Twill, into the overall group. The declared goal is to be able to appear with a uniform corporate organization and a joint portfolio. This will better meet customers’ logistical needs, Maersk argued in a Jan. 27 statement. However, nothing should change in the service quality, and layoffs are not planned either.
At Maersk, there are also other signs of change: on January 25, the major Danish shipping company announced that it would end the 2M alliance with the Mediterranean Shipping Company (MSC) by 2025.
https://transport-online.de/news/maersk-das-ende-der-marke-hamburg-sued-80538.html