Bernd Rulle
From Schmitz trailer to the blue elephant and the current Schmitz Cargobull logo
A new, more user-friendly brand name is sought for Schmitz-Anhänger as the company becomes more internationalised.
The German word 'Anhänger' is not understandable in other languages and is difficult to pronounce due to the Umlaut 'ä'. It is therefore replaced by the understandable invented word 'Cargobull'. 'Cargo' denotes a load and 'bull' stands for the blue elephant. In December 1998, Schmitz-Anhänger officially changed its name to the new, internationally recognised brand name, Schmitz Cargobull. The elephant symbolises power, strength and working together. These precise values are reflected in Schmitz Cargobull's products and services.
The Schmitz Cargobull brand is a company asset that needs to be developed, maintained and documented to differentiate the company in the market and promote customer loyalty.
A new, more user-friendly brand name is sought for Schmitz-Anhänger as the company becomes more internationalised.
The German word 'Anhänger' is not understandable in other languages and is difficult to pronounce due to the Umlaut 'ä'. It is therefore replaced by the understandable invented word 'Cargobull'. 'Cargo' denotes a load and 'bull' stands for the blue elephant. In December 1998, Schmitz-Anhänger officially changed its name to the new, internationally recognised brand name, Schmitz Cargobull. The elephant symbolises power, strength and working together. These precise values are reflected in Schmitz Cargobull's products and services.
The Schmitz Cargobull brand is a company asset that needs to be developed, maintained and documented to differentiate the company in the market and promote customer loyalty.
