Australian trailer manufacturer MaxiTRANS has announced a rebranding initiative, adopting the new name Freighter Group along with an updated logo and visual identity. This transformation aims to honour the company’s extensive history while paving the way for its future aspirations.

Since its acquisition by a consortium of private investors in September 2021, the company has prioritised long-term sustainability and a comprehensive transformation plan, according to Freighter Group’s Executive Chairman, Greg L’Estrange. “We embarked on a significant transformation journey when we purchased the trailer business, with the aim of creating a new era for the company and the trailer manufacturing industry in Australia,” L’Estrange stated.

The new name, Freighter Group, is designed to resonate with the company’s legacy and aligns with its vision of “Freight it for Life.” This mission underscores the company’s commitment to providing enduring support to its customers throughout the lifespan of its products. 

The rebranding follows a substantial investment of $50 million (AUD) in upgrading the company’s facility in Ballarat, Victoria. The upgrades included the installation of state-of-the-art equipment and an expansion of the facility’s overall operational footprint. This strategic enhancement positions Freighter Group for growth in the competitive trailer manufacturing sector. 

At an official factory opening event, Freighter Group also debuted several new product offerings, including a cutting-edge refrigerated trailer, the Freez-R. This new product has been developed in partnership with international leaders Schmitz Cargobull and will feature their TrailerConnect telematics system as a standard offering.

L’Estrange stressed the importance of collaboration in creating this new product, saying, “Through our partnership with Schmitz Cargobull, collaboration with customers, and our industry experience, we have been able to design and create a product that meets the exacting needs of the Australian market.” 

The rebranding and new product launch signal Freighter Group’s commitment to innovation in the trailer manufacturing industry and its determination to meet evolving market demands. As the company transitions into this new era, it aims to fortify its position as a leader in the transportation sector, ensuring it remains responsive to the needs of its customers and the industry at large.