BBB announces global rebranding initiative

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Updated Feb 6, 2025

BBB Industries is rebranding its operations as Terrepower as part of its continued focus on innovation and its mission to spread the power of sustainable manufacturing at scale.

Since its founding in 1987, BBB has built a reputation for delivering high-quality, reliable products to customers worldwide. Over the past three decades, the company has grown from its roots in automotive remanufacturing to advancing its capabilities in remanufacturing new technologies such as electric vehicles, renewables, and industrial applications.

By extending product life cycles and optimizing the use of raw materials, the company states Terrepower helps its customers reduce costs while delivering high-performance solutions.

“This is an exciting milestone for us,” says CEO Duncan Gillis. “Terrepower is not just a new name, but a new chapter in our journey. It reflects our ongoing commitment to innovation and collaboration to deliver solutions that meet our customers’ evolving needs. This rebrand unites our teams under a shared identity and positions us well for future success.”

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Sustainable manufacturing lies at the core of Terrepower's pproach. Through advanced remanufacturing, reengineering, and material recovery processes, the company states it minimizes waste, reduces reliance on raw materials, and enhances resource efficiency. This approach not only supports environmental responsibility but also provides cost-effective, high-quality solutions that help our customers operate more efficiently, the company adds. 

Additionally, the Terrepower name reflects the company’s continued commitment to innovation and its role in supporting a more efficient and resource-conscious future. Derived from the French word for "earth," “Terre” signifies a dedication to preserving valuable resources, while “Power” reflects the company’s strength and drive to develop smarter, more efficient manufacturing solutions. Bringing those together, Terrepower represents the company’s focus on creating long-term value for customers by extending product life, optimizing material use, and driving sustainable growth, the company says.

This rebrand will roll out globally over the coming months, beginning with updated brand assets and a suite of resources designed to empower employees to embrace the new identity. As part of this transformation, the company says a newly redesigned website will be unveiled in the coming week.

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