Snorkel completes rebrand

By Maria Hadlow01 September 2010

On August 31 aerial work platform manufacturer UpRight Powered Access completed its global re-brand to Snorkel.

In April 2010, the owners of both UpRight Powered Access and Snorkel announced that the UpRight name would be merged into the Snorkel brand, creating one single global manufacturer of aerial work platforms. The company will now market all products under the Snorkel banner only.

Snorkel and UpRight Powered Access are both owned by the UK based Tanfield Group plc. When the company acquired Snorkel in 2007, it chose to use the Snorkel brand in North America and parts of Asia-Pacific; with UpRight the lead brand elsewhere.

Tanfield believes that the single brand will ensure clear, simple messaging for Snorkel's growing global customer base.

As part of this strategy, Snorkel has implemented a new global structure and management team. Customer service and product support is divided into Snorkel USA - North America and Latin America; Snorkel global HQ (in the UK) - Europe, Russian Federation Baltics and Scandinavia; Snorkel Middle East - Middle East, Africa and Indian sub-continent and Snorkel Asia-Pacific.

The regional units support a network of more than 200 distributors, sales agents and directly-employed sales staff. In this way, Snorkel aims to provide a local, responsive service, in the customer's own language, in almost every country that has a market for aerial work platforms.

Although the UpRight name will no longer be used to market aerial lifts, Snorkel will continue to support all existing UpRight machines in the field. The new website,, is now live, which includes a section explaining the re-brand and the continued product support offering for all UpRight customers, worldwide.

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