'QR National' brand ditched


Australia’s largest freight company has changed its name

'QR National' brand ditched
‘QR National’ brand ditched
December 4, 2012

Customer confusion has driven Australia’s largest freight company to change its name.

Known as QR National until late last week, the 147-year-old company has been rebranded 'Aurizon' to distinguish it from Queensland Rail.

The new name was announced yesterday after gaining majority support at the company’s annual general meeting in Brisbane on November 21.

Managing Director and CEO Lance Hockridge says staff feedback and daily dealings with customers and the community following the company’s initial public offering (IPO) in 2010 prompted the change.

"Since the IPO, confusion has continued to reign between QR National and Queensland Rail on a number of fronts – ownership, operations and service provision," he says.

"With so many exciting opportunities ahead, we want our customers, shareholders and other stakeholders to be clear on who we are and where we’re headed.

"Aurizon also enables a better representation of our national operations, including a rapidly growing iron ore business in Western Australia and a growing coal haulage business in NSW."

According to Aurizon, its name is a combination of Australia and Horizon and conveys the geographical scope of the company’s expanding operations, as well as growth opportunities on the horizon.

Hockridge says it is important the company move beyond its past.

"The business of the company is moving forward rapidly," he says.

"It makes sense that we take a new name forward with us that embraces our future."

"We’re a very different company than when we went to IPO in 2010. This is our chance to take a major distinguishing step as we transform and grow."

The company’s logo and corporate colours remain unchanged.

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