Rebranding an Automotive Supplier Poised for Growth and Entry to New Vehicle Segments

Mobex Global, formerly Busche Performance Group, is one of the largest aluminum casting and machining suppliers for the global agricultural, construction and industrial markets. Busche entered 2020 with new leadership, an expanding global footprint and a new outlook. Busche’s goal was to reposition itself as the only vertically-integrated, global leader of the structural components market capable of partnering with traditional OEs as well as advanced manufacturers of EVs, HEVs and autonomous vehicles. The Quell Group helped make Mobex Global’s goal a reality with a company rebrand, introducing a new name, logo, position, brand look, branded materials and rollout strategy, including a new website, mobexglobal.com.