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Scepticism greets EADS rebranding

31st July 2013 - 16:59 GMT | by Tony Skinner, Joyce de Thouars in London

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In its biggest shake-up since the failed merger with BAE Systems last year, EADS has revealed plans to bring all its divisions under the Airbus brand.

Announcing the restructuring on 31 July, EADS said a strategic review conducted in recent months had also led to the decision to integrate Airbus Military, Astrium and Cassidian into one defence and space division.

On the rationale behind the move, EADS CEO Tom Enders told reporters: ‘Airbus is clearly the growth machine of our group today representing around 70% of revenue. Therefore, we chose to rename our group after our most successful brand.’

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Tony Skinner

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Tony Skinner


Tony Skinner is Shephard Media's Creative Director, overseeing the strategic direction, content development and project …

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Joyce de Thouars

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Joyce de Thouars


Joyce holds a MA degree in Middle Eastern Studies from King’s College London. Before she …

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