Redstar rebrands as Atlas CEA

News Story
- 12 Sep 2019 ( #940 ) - Rocklea, Qld, Australia
1 min read
Atlas CEA is a privately owned business with four branches and over 30 dealer outlets
Atlas CEA is a privately owned business with four branches and over 30 dealer outlets
Equipment distributor CEA will distribute Atlas Copco generators, portable air compressors and lighting towers under the CEA banner.

CEA is the exclusive distributor of JCB construction and agricultural machinery as well as Dynapac compaction and paving equipment. According to Hylton Taylor, CEO of CEA, the rebrand consolidates the existing brands by making Atlas Copco part of the CEA brand.

"Our mission is one of continuous growth and expansion with CEA as a market-leading distributor of globally recognised equipment brands, dedicated to enhancing our service and product offerings for customers in the rental, construction, mining and agricultural industries," says Taylor.

"Customers of Redstar Equipment ... will continue to receive the same quality service, after-sales support and market-leading Atlas Copco products. The only difference they will notice is the change from Redstar to the Atlas CEA brand. Under one brand, we are in a better position to manage the marketing, distribution and overall servicing of all our suppliers' equipment and give our customers clarity on which entity they are dealing with. This initiative will bring greater recognition to the CEA name and, ultimately, we expect will deliver long-term benefits to our dealers, branches and customers," he adds.

Atlas CEA will continue to operate out of its four dedicated branches and will continue to expand its dealer network.

Although day-to-day operations of the new division will be unchanged, the Sydney CEA dealership is relocating to a new $27 million state-of-the-art facility in Horningsea Park later this year.
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