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CMA CGM rationalises global brand structure in $1.5bn cost saving bid

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The world's third largest container line CMA CGM is rationalising its brand structure with APL and ANL as part of a $1.5bn cost control programme.

CMA CGM said the cost control savings would come mainly by streamlining its organisation and its maritime routes.

From the beginning of October CMA CGM as the global brand of the group and be its carrier operating in the transatlantic, Asia-Europe, Asia-Mediterranean, Asia-Caribbean and Europe-India/Middle East markets.

Singapore-headquartered APL will be the only brand in the transpacific trade, where it has traditional been strongest, as well as Asia-Indian Subcontinent , intra-Asia, with CNC, Asia-Oceania, and the US Flag services.

Read more: APL's intra-Asian business merging under CNC brand

ANL will remain as the group's lead brand in Oceania.

CMA CGM acquired APL in  2016 when it bought Neptune Orient Lines (NOL).

“The new organizational setup will allow the group to simplify its offer, making it more legible to its customers, and benefit from the expertise of specialist companies from coherent regional groups, while reducing its costs,” CMA CGM said its first quarter earnings statement.

In the first quarter of the year $43m loss on revenues of $7.409bn, but is confident on its transformation with its latest takeover of CEVA Logistics.

Read more: Sartini taking over the helm at CEVA Logistics

“With the strong measures adopted and the strategic investments made, the CMA CGM Group is set to proceed with its transformation, strengthen its performance, accelerate its profitable development for the years to come, keep adjusting its offering and propose to its customers a tailored end-to-end service that meets their expectations,” the company said.