DP World to drop P&O Ports brand
Dubai Ports World has decided to drop the P&O Ports brand from March next year.
Instead, P&O Ports’ global terminals will get a local identity such as DP World Vancouver or DP World Nhava Sheva. The DP World corporate brand as well as P&O Ferries, P&O Ferrymasters, P&O Maritime Services and P&O Estates will all be left unchanged.
“Our aim has always been to build one integrated marine terminal organization that will excel in the service it provides to customers worldwide,” said Mohammed Sharaf, DP World’s chief executive officer.
“At the same time, the P&O brand has a venerable history and strong links with the ocean-going industry. It is therefore highly appropriate that the P&O brand remains particularly with those businesses associated with the sea and services centered around vessels.”
The Dubai state-owned company bought the global operations of London-based Peninsular and Oriental Steam Navigation Co. for $6.8 billion in March. Following the high-profile political outcry, DP World is being forced to sell P&O Ports’ operations in the United States, with reports suggesting offers being made over the $700 million valuation.