Oct 07, 2019
SAMSSA member Industrial Fabrication/Minecat Rebrands-Kovatera
3 MIN READ
Market-Leading Line of Utility Vehicles to KOVATERA™
FOR IMMEDIATE RELEASE
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
“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.
Will Gove, General Manager, 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 kovatera.com
Attachments: (PDF and Jpeg)
Rebadged MC100 and UT99 vehicle photos
Mock-up of rebadged electric vehicles