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Side-Power changes name to Sleipner

by IMTRA 3 Jun 02:54 PDT
Side-Power changes name to Sleipner © IMTRA

IMTRA, the leading manufacturer and importer of quality solutions and products for the marine, energy and transportation markets, announced today that Side-Power, the world-leading thruster brand, has been re-branded under its original name, Sleipner. Best known for manufacturing the finest thrusters in the recreational and commercial marine industries, Sleipner has also achieved success with other product lines, such as its Vector fin stabilizers. The Norway-based company wishes to ensure that all partners and customers can easily identify the brand and its product range.

"IMTRA is the leader in promoting, selling and supporting the products it offers its customers, and this leadership has helped establish Side-Power as the top thruster brand in North America and the world," said Ronny Skauen, CEO, Sleipner. "As we look towards the decades ahead, we want to focus IMTRA's efforts on expanding awareness of our company name while we increase the breadth of solutions we offer the boating industry."

Sleipner was founded in 1908 and spent its first 60 years primarily as a motor manufacturer for fishing and leisure vessels. When it pivoted to being primarily a bow and stern thruster manufacturer in the 1980s, the Side-Power brand was introduced as a direct reference to the function of a thruster, propelling the boat side-to-side. The name is perfectly suited for a thruster manufacturer, but as the company expanded its product offering with stabilizer fin systems, windlasses, hydraulic systems and steering systems, the name did not quite fit all the products it had to offer.

"We are proud to offer the highest quality thruster and stabilizer products from Sleipner," said Eric Braitmayer, CEO, IMTRA. "Its cutting-edge product lines are the same high-quality, durable and reliable products that propelled the Side-Power brand to be the leaders in its segment."

While the logo and packaging may be changing, the top-notch engineering, quality and reliability that the company is known for will remain the same. The rebranding exercise also opens the door for future developments and further expansion of its product offering.

The new branding is accompanied by a new slogan: "Ocean born. Tech bred." With the goal of making individual's boating experience better with a Sleipner solution installed, the company's products are born from its love of the ocean, and bred through technology, innovative solutions and continuous search for perfection. Manufacturing reliable systems for pleasure and commercial craft alike for over 100 years, Sleipner has always been at the forefront of technological development in the marine industry; it plans to continue that legacy for the next 100 years and beyond.

For information on Sleipner or IMTRA and its entire product line, please call 508-995-7000 or visit

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