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American Superconductor Corp. (AMSC) Unveils New Corporate Identity

American Superconductor Corp. today announced the formation of a new corporate identity, “AMSC.” The company has a new tagline as well: “Smarter, cleaner … better energy.” AMSC’s wind and grid products have also been rebranded as Windtec Solutions and Gridtec Solutions.

Boston, Ma-based AMSC is focused on providing sustainable energy through wind power, while also providing advanced grid systems. In 2011, AMSC will be showcasing products at China WindPower, where it will introduce its Wind-RT system, specifically for integration into existing Chinese squirrel cage induction generators. AMSC will also be exhibiting at Solar Power International 2011, with its SolarTie megawatt-class inverter system for solar power plants.

AMSC’s new strategy for their rebranding is to align business by end market rather than technologies. To that end, WindTec Solutions is gearing to provide advanced wind turbines more quickly and efficiently. Similarly, Gridtec Solutions aims to deploy efficient, reliable power grid solutions that extend from the point of power generation through the process of distribution of generated energy.

AMSC President and Chief Executive Officer, Daniel McGahn, said, “When we were founded nearly 25 years ago, we had operations only in the United States and our sole focus was on superconductors. Today, we have operations throughout North America, Europe and Asia. Meanwhile, our Windtec Solutions and Gridtec Solutions are powering gigawatts of renewable energy globally and enhancing the performance and reliability of power networks in more than a dozen countries. Our evolution from American Superconductor to AMSC better reflects who we are today and supports our continued diversification. The new identity is just one of the changes that we are making to support a more diversified and sustainable company. In recent months, AMSC has taken actions to streamline and strengthen its business. We have created a flatter, leaner organization that is more nimble and flexible to emerging opportunities; aligned our business to better serve the wind and grid markets; and refined our strategic priorities to capitalize on our near- and long-term opportunities.”

McGahn continued, “Each day at AMSC, we are driven by our vision to power the world with better energy. We have aligned our business to focus on our core competencies, and this strategic investment will help us to communicate the new AMSC more clearly and more effectively to our employees and all of our customers worldwide.”

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