Exploring ABB's Sustainable 'Engineered to Outrun' Vision

ABB, a global leader in electrification and automation technologies, has introduced its redefined brand direction, Engineered to Outrun, marking a key evolution in its approach to industrial transformation.

The new brand position and tagline reflect ABB’s commitment to helping industries increase productivity, efficiency and sustainability by leveraging the company’s expertise in electrification and automation.

The shift symbolises ABB’s ambition not just to support industries but to empower them to outperform — to outrun the challenges and demands of today’s competitive landscape.

With more than 140 years of history, ABB’s commitment to technological advancement and sustainable operations has established it as a pivotal partner for industries seeking improved performance and reduced environmental impact.

Under this renewed brand focus, ABB positions itself as more than a technology provider, becoming an integral partner in industries’ journey towards higher standards in efficiency and sustainability.

Engineered to Outrun

ABB’s new tagline, Engineered to Outrun, synonymises the brand with operational excellence and sustainability across diverse industries from automotive to mining.

In choosing 'Outrun' as the centrepiece of the initiative, ABB redefines what it means to run a business efficiently. 

Its focus is twofold: 'leaner', representing its strength in automation to optimise productivity and reduce waste, and 'cleaner', which highlights its efforts to promote electrification as a means to cut carbon emissions in the most essential industries.

By developing technologies that improve the sustainability of operations, ABB aims to help industries move beyond traditional performance metrics and set new standards.

“I’m proud to be launching our new brand positioning and tagline today," says Morten Wierod, ABB’s CEO.

"We have entered a new phase for ABB, with higher growth ambitions and the ABB Way firmly established across our organisation.

"Our positioning will support commercial performance and talent attraction."

Industries, from power and energy to manufacturing and healthcare, are critical to ABB’s strategy.

As Morten notes, these industries "are the beating heart of our world".

He adds: "They power us, protect us, move and connect us - and make for us."

ABB aims to enable these essential industries not just to function but to excel, meeting and exceeding the global demand for sustainability and innovation.

Innovative technologies for productivity and decarbonisation

Key to ABB’s new direction is its integration of automation and electrification solutions tailored to the evolving needs of industries worldwide. 

Its portfolio of advanced automation technologies helps streamline daily operations, improve productivity and reduce inefficiencies, allowing industries to remain agile and competitive.

Meanwhile, ABB’s electrification solutions focus on decarbonising essential industries to support global environmental goals.

By helping industries transition to cleaner energy sources, ABB not only enables these sectors to meet regulatory requirements but also fosters a proactive shift towards greener practices.

In recent brand development research, ABB identified a strong base of customer loyalty, with high purchase consideration from potential clients, indicating a promising outlook for the new strategy.

The company’s decentralised operating model facilitated input from various business areas, divisions and even customers, ensuring that the new branding aligns closely with industry needs and expectations.

A sustainable future with ABB

As a technology leader, ABB’s pursuit of a sustainable, resource-efficient future informs every aspect of its operations.

ABB’s Head of Sustainability, Anke Hampel, explains: “I joined ABB with expertise in driving continuous improvement and innovation and an ambition to inspire positive change and impact.

"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 so they can outperform.

"ABB's new brand positioning sums up perfectly how we are helping to tackle our customers' challenges. I am proud to be part of this effort as at ABB, everything we do is Engineered to Outrun.”

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

Looking ahead, ABB remains focused on innovation and leadership across electrification and automation, providing industries with the tools and support they need to excel.

The company’s vision, now captured under Engineered to Outrun, aims to inspire industries to move beyond mere operational success and embrace a future defined by sustainability and superior performance.

As Morten concludes: "At ABB, everything we do is Engineered to Outrun."

Make sure you check out the latest edition of Sustainability Magazine and also sign up to our global conference series - Sustainability LIVE 2025.

Sustainability Magazine is a BizClik brand.