Bomag Rebrands its Acquisitions

In what the company called a “key strategic initiative to expand its position and support customers in the road building industry on the American continent,” Bomag (Fayat Group) entered into an agreement this past February to acquire certain Terex product lines in North America.

The agreement includes the Cedarapids and CMI products (asphalt pavers, reclaimer/stabilizer and material transfer vehicles/devices).

At the recent World of Asphalt show in San Antonio, Bomag displayed several of these recently acquired machines. They were painted yellow and featured logos that retained the CMI and Cedarapids names in combination with the Bomag logo.

“Branding will follow very closely to the paint and decal concepts that we debuted at the recent WOA Show,” says John Hood, director of sales, heavy equipment “Our Bomag CR model pavers and MS model transfer devices will display the Cedarapids badge. Our Bomag RS model recycler/stabilizer products will display the CMI badge.”

As far as distribution networks, machines will be marketed and sold through distributors contracted for those designated products, says Dave Dennison, manager marketing services/product manager.

“We constantly evaluate marketing channels and regional nuances so that we may take advantage of changes in the construction industry landscape,” he says. “Distributions channels are one of the most challenging factors facing manufacturers today. Much due diligence is being performed in an effort to select the proper partners for the future.”

Those who currently own Terex-branded machines that are now a part of the Bomag family, will continue to be supported through the through the existing contracted dealers, as well as newly contracted Bomag Road Building dealers, says Dennison.