Deutsche Post is changing its brand, at least partially. While in Germany, the company will continue to operate under both names, Deutsche Post / DHL, internationally it will become DHL Group. The rebranding takes place on 01JUL23 and reflects the transformation the Group has gone through in the past years and pays tribute to the focus on its national and international logistics activities as a driver for future growth, the press announcement states. The renaming of the Group, which employs 600,000 people, marks the end of an era that dates back to the late Middle Ages.
From cumbersome to agile
The range of names is correspondingly diverse, beginning in 1490 with “Post Stations” and extending through “German Reichs Post” and “German Federal Post” to “Deutsche Post AG”. In the near future, the term Post will not disappear, but it will only play second fiddle to the name DHL. That is the parcel service that was founded in 1959 in San Francisco by three students, Adrian Dalsey, Larry Hillblom and Robert Lynn, and which became a successful integrator taken over by Deutsche Post in 2002. This was a big step for the once classic German postal service, as it transformed the once cumbersome state-owned company into a competitive modern corporation. Consequently, in 2009, the name was changed to Deutsche Post DHL. Later, "Group" was added.
New brand, same services
Why the postal giant will be renamed is explained the new CEO Tobias Meyer, who succeeded predecessor Frank Appel at the beginning of MAY23, Appel had headed DPDHL for 15 long years: “Over the past decade, the mega trends of globalization, e-commerce, digitalization, and sustainability have had and will continue to have a strong positive effect on our business. They have opened new growth opportunities to us in many areas.” Mr. Meyer went on to say: “Today, we are one of the most international companies in the world. The name DHL Group and the use of the DHL logo for the Group follows on from the development of our company’s business, which outside of Germany almost only ever uses the DHL brand. Meanwhile, within Germany, the DHL brand continues to gain in importance.”
The most important criterion for the renaming is the change of communication habits, from letters to electronic mail services. Today, over 90% of the Group's revenue stems from businesses trading under the DHL brand, including the DHL Parcel business in Germany.
DHL eCommerce as generic term
The DHL divisions will continue to operate under their current names, with one exception: As of 01JUL23, the Group will also harmonize and simplify the name of the DHL eCommerce Solutions division, which operates as "DHL Parcel" in some countries. In the future, this division will operate uniformly under the name DHL eCommerce.
Reactions from politicians were reserved. Probably to calm critical voices, the Group's top management issued this statement: "The renaming will have no impact on the range of services offered by the divisions: The Group will continue to offer and invest in a wide range of e-commerce-related logistics services across all business units - such as inbound logistics, fulfillment, and express, parcel and returns services."
Stock exchange: DHL will replace DPW
Group executives also assured that the new name will not affect the name of the Group's listed parent company, which will continue to be called Deutsche Post AG. The stock exchange abbreviation, currently "DPW," will be changed to "DHL" in order to better position the company's global portfolio on the financial markets and to leverage the high level of recognition of the DHL brand there as well.
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