GE names its electricity business GE Vernova after its split

GE Vernova will be the name of General Electric Co.’s energy business when it spins off from the company in 2024.

The new name, GE said, is a mash-up of the Spanish word “verde” for green and “verdant” plus “nova” derived from the Latin “novus” or “new.”

GE GE,
+0.35%,
which divides into three public companies, however remains largely faithful to the iconic name and logo it has used for more than a century. The other two companies will be called GE Aerospace and GE HealthCare. The healthcare business is expected to separate in early 2023, and GE said the shares will trade on the Nasdaq stock market under the symbol “GEHC.” The aerospace business will be the surviving company with chief executive Larry Culp undefined
last month.

The company said it was ready to drop the GE name altogether, but after surveying around 2,200 customers and speaking to employees around the world as part of the renaming process, dropping the moniker was not. an option.

“We have a great global brand,” said Linda Boff, GE’s chief marketing officer. “It’s appreciated by our customers, it opens doors around the world” and it gives the company a competitive edge, she added.

An expanded version of this report appears on WSJ.com.

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