TransDiesel is getting ready for the future - and it starts with a new name

11 May 2023


TransDiesel, a leading supplier of construction equipment, diesel engines and transmissions, as well as consumable and lubricant products to the heavy-machinery industry, has announced a name change to TDX.

“Our continued goal of delivering exceptional customer experiences as well as a focus on technology, innovation and sustainability are key drivers for this update to TDX,” said Colm Hamrogue, CEO.

“It marks an exciting opportunity to develop the business and prepare the brand for opportunities over the coming decades.”

TDX employs almost 300 people across a nationwide network of 18 branches and has grown from small beginnings in the early 1980’s to an annual turnover of over $200M.

“The evolution to TDX reflects our maturing as a company, one which had an initial focus on diesel engines and transmissions, to one which now partners with some of the world’s biggest and most recognisable names, including Volvo and Yanmar construction equipment, Shell lubricants as well as Perkins, Sennebogen, Kohler and Allison Transmissions” said Mr Hamrogue.

One consideration which remains very much front of mind for the TDX team is an overwhelming desire to retain a Kiwi-centric focus.

“We recognise and respect 40-years of heritage and are enthusiastic to build on this legacy for the next 40.  Above all else, we want to reinforce that TDX is local. “We’re locally owned, assist locals and want locals to succeed.  Our customers know and trust us, that’s something that is never going to change.”

As part of the commitment to bringing the brand alive locally, TDX is launching an initiative to support local customers and their communities. Each branch will have funding to support local causes, charities or events, specifically those with a strong environmental and/ or social element, that enable people and communities to come together and thrive. “Such endeavours help accentuate our localness at a grassroots level and reinforce our connection with Kiwis and to New Zealand,” said Mr Hamrogue.

As part of launch celebrations and to get ‘supporting local’ underway, TDX is thanking all of its people with a Prezzy Card and the instruction of ‘do what you want with it, but make sure you spend it with a local business or charity.’ “It’s a small but significant statement about helping others and keeping things local, an example of how our people can make a difference to the communities they belong to,” said Mr Hamrogue. “We’re looking forward to people joining us at TDX, whether they’re part of our team, in our community, customers or brand partners, for the next phase of our exciting journey,”

The rebrand to TDX as well as fresh identity was spearheaded from within the company and involved consultation across a variety of key stakeholders including our people, customers and suppliers.

“The new name and logo is a nod to the foundations of our brand, a promise to customers and commitment to add value to our partners,” said Marc Warr, Marketing Manager. “We’re confident that we are remaining true to our heritage, at the same time making a positive and future-focused statement that will stand us in good stead for decades to come.”

The design of the new logo also holds particular significance.

“The arrow illustrates moving forward together with our customers and the hexagon demonstrates the importance of partnership between our people, customers and suppliers,” said Mr Warr. “As for the ‘X,’ it represents the special customer-focused difference we’re renowned for, a world-class service experience we’ve made our own and will continue to deliver into the future. “It’s a very exhilarating time to be a part of the TDX team and the new developments are symbolic of a dynamic future for the brand.”