Bold new vision unveiled for trusted mining brand

CR (formerly known as CQMS Razer) has today introduced its new look. We are CR!

May 18, 2020

CR (formerly known as CQMS Razer) today introduced its new look as part of its strategic direction to grow the mining engineering and technology company’s footprint worldwide.

Already well recognised across Australia’s mining industry for its innovative surface mining solutions – including dragline products, cast lips and GET – the CR brand change reflects the company’s aspiration of growing its market reach and next-generation mining technology.

CEO, John Barbagallo said that with our growing product portfolio and prospective market opportunities, it was essential to consider our reshaped business direction and how we plan to serve our customers in the future.

“Today is an important day for CR as we launch our refined strategic direction and brand, a demonstration of our commitment to mining engineering and technology innovation and our capability to support our customers globally,” he said.

“The move to CR is very much about retaining the proud heritage of CQMS Razer, while providing us with a sharper and more focused brand, allowing us to add complementary businesses and products into the future.”

“An important element of introducing the CR brand is to galvanise our brand and image for our employees, together we are CR, is a reflection of our strength and the reputation we have built over the last 40 years delivering reliable, innovative and customer focused solutions for mining operations across the world.”

CR will include new product divisions that will better align the company’s growing portfolio to the needs of our customers: CR Mining, CR Digital and CR Contracts. All will be managed at a strategic level under the CR brand.

With our growing base of customers, dealers and stakeholders, the company continues to actively expand our operations throughout the Americas, including the recent acquisition of two new product offerings to expand its product portfolio and our dealer partner network.

The acquisitions of Seattle-based Thunderbird Mining Systems, a developer of market-leading blasthole drill optimisation technologies, and California-based Berkeley Forge & Tool’s mining products business have added meaningful scale, market connections and, importantly, deep mining knowledge from decades of product development and sales.

“Our experience and passion for what we do, has seen us develop our business and become to a leader in our field, delivering outstanding results for our customers. This is a reputation we are keen to foster and build upon with our customers and markets worldwide under the new CR name,” said Mr Barbagallo.

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