September 7, 2008

Eaton Launches Powering Business Worldwide Brand Signature To Build Brand Awareness, Redefine Company To Global Stakeholders

CLEVELAND … Diversified industrial manufacturer Eaton Corporation recently launched a global effort to reposition Eaton with employees, customers and other key stakeholders. The initiative features a new corporate brand signature that clearly expresses the company’s impact in the marketplace and defines Eaton’s strength as a power management company and global technology leader: Eaton -- Powering Business Worldwide.

“Eaton has transformed itself in recent years from a components manufacturer to a power management company,” said Alexander M. Cutler, Eaton chairman and chief executive officer. “We produce a wide range of products and solutions for businesses around the world, but what unites everything we do is our focus on helping customers manage electrical, fluid and mechanical power, making it more effective, efficient and safe.”

Cutler noted that the brand signature is a reflection of Eaton’s diversified business and geographic mix. Approximately 70 percent of Eaton’s revenues now come from the company’s electrical, aerospace and hydraulics businesses, with truck and automotive units accounting for 30 percent. Geographically, about 55 percent of revenues are driven by economies outside the United States. Emerging nations of the world account for about 20 percent of revenues.

Eaton products and integrated systems give customers high-performing power-saving advantages. Applications include energy-efficient and reliable commercial and residential electrical power; weight-reducing high pressure hydraulic systems and energy-efficient fuel pumps for aircraft; fuel-efficient superchargers and engine valve deactivation systems for passenger cars; and industry-leading hybrid drivetrains and automated transmissions for commercial vehicles.

The new “Powering Business Worldwide” line will be used in conjunction with the Eaton corporate logo, which has stood alone for more than 30 years. A global internal communications campaign is underway, recognizing the vital role Eaton employees play in moving the company forward. The brand signature will gradually appear on all Eaton communications, marketing and sales materials in the 150 countries where Eaton does business.

Eaton Corporation is a diversified power management company with 2007 sales of
$13 billion. Eaton is a global technology leader in electrical systems for power quality, distribution and control; hydraulics components, systems and services for industrial and mobile equipment; aerospace fuel, hydraulics and pneumatic systems for commercial and military use; and truck and automotive drivetrain and powertrain systems for performance, fuel economy and safety. Eaton has 81,000 employees and sells products to customers in more than 150 countries. For more information, visit


Hilary Spittle
(216) 523-5352