Atlas Copco’s Peter Wallenberg Award recognizes successful launch of Milwaukee on new market

23 apr 2003

Stockholm, Sweden, April 23, 2003 - Atlas Copco’s prestigious Peter Wallenberg Marketing and Sales Award will this year be presented to Herbert Hermens, General Manager, Atlas Copco Tools Australia. The Award recognizes the launch of the Milwaukee electric tool brand on a new market, where it has received a first-in-choice position, only two years after its introduction.

In 2001, Atlas Copco began the launch of Milwaukee, a premium electric tool brand aimed at professional users, on the Australian market. The innovative launch-concept, created by Hermens and his team, was to offer the “best of two worlds”; the new Milwaukee brand together with the well-known capabilities of Atlas Copco. The objective was to achieve a number one position for the new brand, while phasing out the Atlas Copco electric tool brand. The activity is part of the strategy to turn Milwaukee into a global brand, rather than serving North America only.  Today, the Milwaukee brand is well perceived by the customers, and known as the brand delivering “Nothing but heavy duty”. Atlas Copco has expanded its distributor network, and sales volumes and market share have steadily increased. The strong Milwaukee position has also contributed to increased sales of Atlas Copco’s second electric tool brand, AEG, as well as to the comprehensive accessories program.  When Atlas Copco started to launch the Milwaukee brand in Europe last year, the sales organizations were able to benefit from the valuable experiences made in Australia.  Dr. Peter Wallenberg, honorary chairman of Atlas Copco AB, worked for the Group for 20 years before serving as Chairman of the Board from 1974-1996. The Peter Wallenberg Marketing and Sales Award recognizes the most innovative and successfully implemented method in the field of sales and marketing. The Award will be presented at Atlas Copco’s annual general meeting in Stockholm, Sweden, on April 28, 2003. CONTACT:  Annika Berglund, SVP Group Communications, Atlas Copco AB  + 46 8 743 8070, or +46 70 322 8070, [email protected]  Joanna Canton, Media Relations Manager, Atlas Copco AB  + 44 1442 222312, or +44 7971 650115, [email protected]  Atlas Copco is an international industrial Group with its head office in Stockholm, Sweden. In 2002, the Group had revenues of close to SEK 48 billion (EUR 5.2 billion), with 98% of revenues outside Sweden, and about 26,000 employees. The Group produces and markets compressed air equipment and generators, construction and mining equipment, electric and pneumatic tools, and assembly systems and offers related service and equipment rental. The Atlas Copco Group includes famous brands such as Atlas Copco, RSC, Milwaukee Electric Tool, Chicago Pneumatic, and AEG Power Tools. More information can be found on the web site: