Software Motor Company is now Turntide Technologies

By July 19, 2020September 16th, 2020Company News

Software Motor Company is proud to announce that we are assuming a new name and a new brand identity: Turntide Technologies.

We chose to rebrand this year for a number of reasons, ranging from “we really should do it” to “we really want to do it.” 

The primary reason we rebranded was that several companies named “SMC” have been around for a long time, and we were concerned about generating confusion in our market, especially with our growth trajectory.

Another reason is that our ambition and strategy are far larger than “a Company that makes hyper-efficient Motors powered by Software.” Our mission is to eliminate energy waste from society, so every watt is worthwhile for humanity.

So what’s with this new name, Turntide? The world is facing multiple crises, and many of them can be tied back to the mother of all crises, climate change. Carbon emissions, notwithstanding a brief pause due to coronavirus shutdowns, are accelerating. We need to transition to 100% renewable, clean energy ASAP. But the difficult truth is that the world can’t build enough renewables to keep up with growing global energy demand, so turning the tide on carbon emissions growth will also require a massive improvement in energy efficiency. It’s not an option; it’s a necessity. 

At Turntide, we seek to change the momentum on climate change, at scale. The world now has just one decade remaining to radically reduce carbon emissions to avoid catastrophe, and Turntide is poised to be a key part of this strategy. Replacing legacy motors with our smart motor systems has reduced electricity consumption among our commercial HVAC customers by almost two-thirds. And we’re just getting started.

If we were to replace the wasteful legacy motors in all the buildings in the USA with smart switched reluctance motors, it would reduce annual carbon emissions by 300 megatons. That’s the carbon equivalent of adding another Amazon rainforest to the world. 

Renaming a company is no small feat, and is not to be taken lightly. Besides being a lot of work to devise a new name and visual identity, you have to update… everything. On that note, changing our brand identity isn’t as simple as snapping our fingers. Rather, we’ll be transitioning over the course of the year. You’ll see we’ve temporarily included “by Software Motor Company” in our new logo to remind everyone that we’re the same company, same people, same revolutionary technologies. But with production cycles and lead times, it’ll take most of the year to transition our products to the new branding and colors.

Big thank you to everyone who helped us invent, design, and roll out this new identity. We hope you like it.

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