New TATRA DEFENCE Brand Unifies Marketing Communications Across Military Equipment Manufacturers
In the frame of CSG group and its CSG Defence division a new TATRA DEFENCE brand has been created, which unifies the marketing communication of three companies – Tatra Defence Vehicle (TDV), Tatra Defence Systems (TDS) and Tatra Defence Projects (TDP). The change concerns only the area of presentation and uniform external appearance, not the organizational structure or ownership relationships. The new brand represents a significant milestone in the development of the communication of these companies. At the same time, it is a step towards unifying their visual identity and strengthening awareness of Czech military equipment manufacturers, whose common history began ten years ago with the founding of TDV.
In connection with the tenth anniversary of the founding of TDV and the growing importance of its subsidiaries TDS and TDP, a suitable opportunity arose for the creation of a unified communication brand TATRA DEFENCE. It newly unifies the marketing communication and visual identity of all three companies and brings modern branding that will help strengthen their position on the market and facilitate the orientation of customers and partners. At the same time, the new brand more clearly distinguishes the Kopřivnice-based military equipment manufacturer from the Tatra Trucks automobile company, with which they have been cooperating for a long time, but are not part of it.
“TATRA DEFENCE represents the unification of Tatra Defence Vehicle and its subsidiaries under one strong and consistent brand, which will allow us to better communicate our values, goals, products and services. This step will help us simplify communication with our customers and partners and at the same time strengthen our position on the market. Our new visual and marketing style is a natural step after 10 years of our presence on the market, and we decided to adapt the brand to current needs and the business environment without giving up tradition and quality,” explained Tatra Defence Vehicle CEO Tomáš Mohapl.
The TATRA DEFENCE brand is represented by values expressed in the words respect, responsibility and safety, which also shape the corporate culture and behavior of employees. The brand motto is: "Strength, mobility, safety", which briefly describes its main attributes. The TATRA DEFENCE brand aims to profile the three companies not only as leaders in the field of land military equipment projects, but also as attractive employers united by tradition, dynamic development and a quality working environment.
However, the companies TDV, TDS and TDP, represented by a single brand, remain separate legal entities. “Even though we are moving under the TATRA DEFENCE brand, the individual companies retain their own identity and business names. These companies will continue to exist and operate alongside each other, but the common brand will help us better coordinate their communication and marketing,” added Robert Vent, Tatra Defence Vehicle Sales Director.
Relationship between TATRA DEFENCE and Tatra Trucks
The TATRA DEFENCE brand and the companies under it operate independently of Tatra Trucks and are not part of its structure. However, they draw on the tradition of the truck manufacturer for the armed forces, and the production plant is located adjacent to its premises. TATRA DEFENCE is involved in some projects for the supply of vehicles on the Tatra platform, for example, it supplies armored cabins for logistics vehicles for the Belgian army. At the same time, it uses Tatra chassis for the production of its own products, such as the Titus and Tadeas vehicles. TATRA DEFENCE wants to continue to develop and strengthen its partnership with the Tatra Trucks, which focuses on the production of trucks, standard cabins, engines, chassis, transmissions and related components, while TATRA DEFENCE, thanks to its unique capabilities, focuses on the development and production of military and special vehicles and complex weapon systems using Tatra chassis. “Companies under the TATRA DEFENCE brand are among the most important partners of our company and, like other companies in the CSG group, they significantly contribute to our prosperity,” says Tatra Trucks CEO Kristijan Fiket.
Tatra Defence Vehicle (TDV) specializes in the development, production, overhaul and modernization of mainly wheeled armored and special vehicles for domestic and foreign customers. In addition to Tatra Trucks, its largest domestic partners also include Excalibur Army, Retia and the state Military Research Institute. Abroad, it cooperates with General Dynamics European Land Systems (GDELS), KNDS, BAE, Rafael, Elbit Systems and DAF. TDV's portfolio includes the production, maintenance and repair of Pandur 8x8 vehicles and the development of new vehicles of this platform. Thanks to a strategic partnership with GDELS, TDV has exclusive rights to promote, sell, develop, manufacture and maintain Pandur 8x8 armored vehicles in the Czech Republic and in selected markets. TDV is also the main integrator of the Titus armored vehicle production and supply project for the Czech Army, and last year it introduced the latest Tadeas wheeled armored vehicle on the Tatra chassis. In addition, it is engaged in the development and manufacture of armored cabins, special superstructures for Tatra vehicles and participates in the production of vehicles and components for Spyder air defense systems and Caesar 8x8 artillery systems.
Tatra Defence Systems (TDS) is a subsidiary of TDV and specializes in service, technical and system support, complementing TDV's capabilities in the field of production and modernization of armored vehicles and providing technical and professional training for crews. TDS is also the exclusive supplier of Tatra chassis and vehicles for the Ministry of Defense of the Czech Republic, state-owned enterprises established by the Ministry of Defense of the Czech Republic and other EU countries (e.g. Slovakia, Croatia). It also provides warranty and post-warranty service for the supplied vehicles. TDS also integrates special and communication installations into NATO ground force platforms, designs and manufactures wiring for vehicles or superstructures and cooperates with major ICT companies. Last but not least, TDS provides service for off-road vehicles based on the Land Rover Defender, Toyota Land Cruiser and Hilux chassis. Owns a confidential NBU certificate, a permit to trade in military equipment and ISO 9001 and AQAP 2110 certification.
Tatra Defence Projects (TDP) is also a subsidiary of TDV and focuses on project activities and strategic cooperation with domestic and foreign partners. The main role of TDP is to establish and develop partnerships with commercial and industrial entities in the Czech Republic and abroad and to manage complex programs, in which TDV and TDS are also involved, from preparation to implementation. TDP ensures effective connection of know-how and capacities of companies included under the TATRA DEFENCE brand and also has dedicated production facilities that enable the implementation of specific orders and programs.
