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Oct 07, 2019


Member Story

SAMSSA member Industrial Fabrication/Minecat Rebrands-Kovatera



Market-Leading Line of Utility Vehicles to KOVATERA


Lively, Ontario, Canada — September 16, 2019

As part of an aggressive business strategy to grow domestic and international sales,

Industrial Fabrication Inc. of Lively, Ontario, Canada has launched a new brand for its’ line of

underground mine utility vehicles.

Formerly marketed under the MINECAT brand the company has undertaken an extensive

rebranding exercise to better reflect the company’s business strategy and entry into new

markets. Moving forward the company and its product lines will be marketed under the

brand name KOVATERA™. The company is a recognized leader in purpose-built utility

vehicles made for the rigours of underground mining.

“We have had great success in developing and marketing our product lines domestically

here in Canada. The MINECAT brand has developed into a very respectable brand for our

space in the Canadian underground mining industry. Additional to providing ongoing

support to our domestic customer base, we are now focussing on expanding our footprint

into new markets such as Australia, Mexico, South America, Europe and Eurasia,” explains

Will Gove, Kovatera’s General Manager. “Given our global expansion strategy, new product

development and the starting of a new lean manufacturing production line this past January,

our management team felt it was time to refresh our brand to reflect these initiatives. After

an extensive branding exercise, we have landed on a new name that we believe reflects

the products we build and is more distinctive for the markets we are expanding into,” adds


The new name reflects the mandate of the company to produce industry-leading mine

utility vehicles into one word. “Our rebranding process and research confirmed that our

engineering and manufacturing point-of-difference since the company’s founding, is that

we have just one mission: engineer and manufacture small footprint mine utility vehicles

from the ground up, purpose-built to be the toughest, most reliable and lowest total cost of

ownership machines in the category.


“Kovatera is a coined word that is made up of two roots: ‘Kova’ a derivative of the Finnish

word for ‘tough’ reflecting both the ownership’s ethnic background and our mission to be

the most reliable machine in the marketplace. ‘Tera’ is an abbreviated form of the Latin word

for ‘Earth’ (terra). Combined, the name Kovatera reflects both our mission and the extreme

environments we operate in,” explains Gove of the new brand.

The company’s plans for expansion go beyond geography and new markets. Now in the final

engineering and testing phase, the company will be rolling-out a line of electric-powered

vehicles, with the same purpose-built, reliable and cost-effective characteristics as their

diesel counterparts.

“An important part of our future growth will be in the supply of alternate energy powered

equipment to a marketplace that is increasingly interested in the benefits that these new

power sources bring. Currently electric-battery powered vehicles are servicing this demand.

In the future there may be other forms of energy that come into play. It is Kovatera’s mission

to meet this market demand. We will not, however, ever compromise our promise to

customers that our machines will be purpose-built to meet the heavy duty cycle and tough

operating environment of underground mines, while at the same time offering versatility, low

cost of ownership and maximize machine uptime,” stated Kovetera’s General Manager.


Media Contact:

Will Gove, General Manager, Kovatera

About Kovatera:

Kovatera is a privately owned Canadian corporation located in Sudbury, Ontario, the hub of

underground mining in Canada. Kovatera designs and manufactures multipurpose mining

utility vehicles that are proven to increase safety and productivity. Our focus on after sales

service and support ensures total customer satisfaction. Our on-site engineering department

works closely with our customers as a solution partner and we are committed to continuous

product improvement to help our customers increase their bottom line. Industrial Fabrication

was founded in 1999.

For more information please visit

Attachments: (PDF and Jpeg)


Rebadged MC100 and UT99 vehicle photos

Mock-up of rebadged electric vehicles