New name for Williams Advanced Engineering

In mid-2022, Fortescue Metals Group Ltd. announced a partnership with Liebherr for the development and supply of mine haul trucks for integration with the zero emission power system technologies being developed by Fortescue and the recently renamed WAE Technologies. (Photo: WAE Technologies)

Williams Advanced Engineering has unveiled new corporate branding as well as an updated logo and name. Now called WAE Technologies, the move follows the acquisition of the technology and engineering services business by Fortescue Metals Group Ltd. Completed in March 2022, the acquisition has taken the Oxfordshire, England-based company in a new direction.

“We are now entering a new phase in the company’s growth plans and the time is appropriate for a new name and branding which reflects our position as a leading, stand-alone business,” said WAE Technologies CEO Craig Wilson.” Under the stewardship of Fortescue, our mission is to drive progress and combat climate change through next-gen technology. We want to take this opportunity to thank Williams F1 for all its support over the years, as we move into the next exciting chapter as WAE Technologies.”

Known for its projects in high-performance battery systems and electrification, WAE Technologies was initially established in 2010, under the Williams Advanced Engineering name, as an offshoot of the Williams F1 team, founded by the Sir Frank Williams.

With the business acquired in its entirely by mining company Fortescue in early 2022, WAE’s new focus has been to drive progress and combat climate change through advanced engineering and technology services, enabling Fortescue to become a major player in the global market for green industrial transport equipment.

WAE’s battery technology is also a critical element of Fortescue’s fully costed plan to achieve real zero by 2030, the first heavy industry company in the world to have such a plan.

WAE Technologies’ new logo.

New company name

WAE has previously operated under the Williams name through a licence agreement as part of Williams F1 ownership. With the license expiring in 2023, and a separation of the two companies with Fortescue’s acquisition, WAE will no longer use the Williams Advanced Engineering name.

Moving forward, the company will now be known as WAE Technologies Ltd., with its subsidiary businesses sharing the WAE branding (WFT WAE Foresight Technologies and WAE Joint Ventures Ltd.).

 In the company’s new logo, “WAE” becomes the centerpiece with a contemporary typeface. The company said that while “WAE” will no longer stand for anything it will continue to be pronounced as individual letters: “W”, “A”, and “E.”