GB Auto group announced that it will be rebranding to “GB Corp”. The new brand identity consolidates its leadership position across many vital economic and industrial sectors over more than 80 years. It also reinforces the Group’s strategy which has let it become an institutionally-regulated economic organization that strongly contributes to achieving its ambitions in light of shifting local and global economic landscapes.
Nader Ghabbour, CEO of GB Corp, affirmed: “The launch serves as a recognition of our reputable legacy, as well as GB Corp’s commitment to fulfil its role in economic and social growth, in line with Egypt’s Vision 2030. The new strategic direction is centered around sustainable business practices that are focused on digital transformation, green transition and women empowerment.”
“The Power of Mobility” embodies GB Corp’s vision and mission, while highlighting the company’s role as a catalyst in enabling social and economic prosperity through supporting its customers in achieving new aspirations. In addition, GB Corp aims to create one unified entity, where GB Corp’s subsidiaries – GB Auto, GB Capital, GB Logistics, GB Ventures, GB Academy and the Ghabbour Foundation for Development – will adopt the unified vision and values of the company.
GB Corp’s new identity strategy focuses on two main pillars: (1) digital transformation and (2) sustainable development. To expedite digitalization, the company has implemented various projects which place the customer experience journey at the center of its operations through mobile applications and chatbots, digitalized sales and after-sales centers, as well as loyalty programs.
On sustainability, the company successfully conducted its first carbon footprint assessment 2020/21 and set specific GHG reduction targets. GB Corp plans to install solar PV systems at all its manufacturing facilities by 2024 which will supply up to 40% of the facilities’ annual energy needs. The company has also launched an initiative to recycle all metal, plastic, paper and other waste. In addition, a phase-out plan is currently being implemented across all manufacturing facilities to replace diesel with natural gas and renewable energy sources.
Furthermore, the company aims to empower women in the automotive industry and Electric Vehicles (EV) market. The Ghabbour Foundation for Development signed an agreement with Alexandria Bank to design an integrated program to qualify female students to work in the automotive technical sector. The Foundation also collaborated with HSBC Egypt to qualify and empower a class of young men and women to become specialized technicians in the maintenance of EVs. Finally, the Foundation partnered with Banque Misr Foundation to financially support students of the Foundation’s Applied Technology school during three years of education.
