'Engineered to Outrun': ABB's Sustainable Manufacturing Push

ABB’s launch of 'Engineered to Outrun' is more than just a marketing move - it is a redefinition of industrial ambition and a declaration of ABB’s vision for a sustainable, high-performance future.

Known for its prowess in electrification and automation, ABB is doubling down on its role as an innovator, empowering industries to thrive in an era where efficiency and sustainability are paramount.

With a legacy that spans across 140 years, ABB has consistently set benchmarks in technological advancements and operational excellence.

The 'Engineered to Outrun' ethos isn’t merely about keeping up with industrial standards - it’s about surpassing them.

This new direction marks ABB’s commitment to empowering industries with cutting-edge technology that not only improves productivity but also reduces environmental impact, fostering an ecosystem where manufacturing, energy and mobility sectors can flourish.

Outrunning challenges with innovation and sustainability

Central to ABB’s vision is the concept of outrunning challenges - anticipating and overcoming industrial barriers with agility.

The dual themes of “leaner” and “cleaner” encapsulate this philosophy.

ABB’s automation solutions help industries achieve more with less by streamlining operations, minimising waste and ensuring peak productivity. This approach caters directly to manufacturing plants that juggle the pressures of increasing output while adhering to sustainability targets.

From automotive production lines to mining operations, ABB’s automation technologies are engineered to eliminate inefficiencies that bog down processes.

These solutions leverage data analytics, machine learning and robotics to create smarter, more adaptive systems. The result? Manufacturers achieve consistency, precision and throughput that outruns the status quo.

On the “cleaner” side, ABB’s electrification solutions are revolutionising the way energy is used in essential sectors. By integrating renewable energy sources and developing energy-efficient equipment, ABB helps industries reduce their carbon footprints.

Engineering excellence 

As ABB CEO, Morten Wierod, explains: "'Engineered to Outrun' represents the company’s evolved identity as a partner that propels industries beyond current expectations.

“We have entered a new phase for ABB,” Morten remarks.

“Our positioning will support commercial performance and talent attraction.”

This shift is crucial in a competitive global landscape where industries need not only cutting-edge technology but also strategic guidance to transform challenges into opportunities.

ABB’s emphasis on sustainable productivity aligns seamlessly with the pressing need for industries to comply with stricter environmental regulations and answer consumer calls for eco-friendly practices.

This proactive stance positions ABB not just as a solution provider but as a key driver of progress. By marrying sustainability with technological advancement, ABB’s mission is to create a ripple effect that elevates the entire industrial sector’s standard of performance.

Strategic partnerships and a holistic approach

By marrying sustainability with technological advancement, ABB’s mission is to create a ripple effect that elevates the entire industrial sector’s standard of performance.

ABB’s strategic approach to developing 'Engineered to Outrun' included gathering insights from across its business areas, customers and industry experts.

This comprehensive research phase ensured that the new brand focus was not only aspirational but grounded in real-world needs and outcomes.

The feedback loop between ABB and its clients, ranging from manufacturers to healthcare providers, solidified a unified direction that serves the interests of both.

This integrative approach resonates through ABB’s Head of Sustainability, Anke Hampel, who highlights that the company’s mission is about fostering resilience and success in client operations.

Strategic partnerships and a holistic approach

By marrying sustainability with technological advancement, ABB’s mission is to create a ripple effect that elevates the entire industrial sector’s standard of performance.

ABB’s strategic approach to developing 'Engineered to Outrun' included gathering insights from across its business areas, customers and industry experts.

This comprehensive research phase ensured that the new brand focus was not only aspirational but grounded in real-world needs and outcomes.

The feedback loop between ABB and its clients, ranging from manufacturers to healthcare providers, solidified a unified direction that serves the interests of both.

This integrative approach resonates through ABB’s Head of Sustainability, Anke Hampel, who highlights that the company’s mission is about fostering resilience and success in client operations.

“ABB with its leading electrification and automation technologies has always helped its customers to run at high performance and become more productive, efficient and sustainable,” she notes.

You can read more from Anke in the November edition of Sustainability Magazine.

This commitment to positive impact is part of what makes ABB’s new focus more than just a tagline; it’s a promise.

The road ahead: Outrunning expectations

Looking to the future, ABB aims to inspire industries to go beyond operational benchmarks and embrace sustainability as a core principle of progress.

The 'Engineered to Outrun' initiative serves as a catalyst for industries to rethink their operational frameworks, pushing for innovations that align productivity with a commitment to the planet.

As ABB integrates its new brand focus across its operations, the message is clear: The company is poised to lead by example, ensuring that industries worldwide are equipped not just to compete but to excel in an increasingly sustainable world.

“At ABB, everything we do is 'Engineered to Outrun',” concludes Morten - a testament to ABB’s dedication to not only adapt to the future but to actively shape it.

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