PALFINGER NAMED BUSINESS SUPERBRAND 2026/27

The Superbrands award recognizes PALFINGER’s consistent brand management and the successful launch of its new corporate design earlier this year. As a key pillar of the company’s Strategy 2030+, the brand strengthens identity and fosters cohesion both internally and externally.

A strong brand provides orientation and builds trust. It shapes relationships with customers, partners, and employees alike. PALFINGER continues to strengthen its brand and successfully positions it within the complex B2B landscape. In recognition of these efforts, the company has now been named a Business Superbrand 2026/27 in the DACH region. The award acknowledges PALFINGER’s consistent brand strategy. Moreover, it supports the company’s ambition to further expand its position as a leading technology and mechanical engineering company in the premium segment.

“Lifetime Excellence is our promise: reliable top performance throughout the entire product lifecycle. Our ambition is to become better and better every day. This commitment should be reflected in every aspect of our brand and corporate presence, making it tangible at every touchpoint. Especially when it comes to complex purchasing decisions, a strong brand is a decisive competitive advantage,” says Armin Schlamp, Vice President Global Marketing & Communications at PALFINGER.

The Superbrands selection process follows several stages. The first step is a comprehensive assessment of a brand’s economic, financial, and sustainability performance, drawing on the expertise of Dun & Bradstreet. An independent panel of experts then evaluates the shortlisted brands and selects those to be recognized as Superbrands. The panel consists of senior executives from the fields of marketing, advertising, media and public relations, market research, and employer branding.

Brand and Culture as part of the Strategy 2030+

With its Strategy 2030+, PALFINGER is driving the company’s long-term development forward. Brand and culture play a central role in this process. Together, they shape the company’s identity, strengthen cohesion, and ensure a consistent presence both internally and externally.

A major milestone on this journey was the introduction of the new corporate design at the beginning of 2026. It reinforces PALFINGER’s distinct identity and brings the promise of Lifetime Excellence to life. The new brand appearance is currently being rolled out globally.