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Etihad Rail unveils new strategy and brand identity












Etihad Rail, the developer and operator of the UAE's national railway network, has revealed details of their new strategy and brand identity, following the recent financing approval for Stage Two of the UAE’s national rail network. Operating under the directions of H.H. Sheikh Theyab bin Mohamed bin Zayed Al Nahyan, Chairman of Etihad Rail, the new strategy and logo reflect the company’s future vision to contribute to achieving the objectives of the UAE’s wise leadership and 2021 Vision; and the Abu Dhabi Economic Vision 2030.

The announcement was made right after the completion of the network design from Ghuweifat to Fujairah. Major international companies have been pre-qualified and construction tenders have been released within schedule. The new strategy reflects the company’s future aspirations to act as a catalyst for economic growth and to provide a safe and reliable means of transportation for future generations.

Etihad Rail seeks to excel globally with teams of local expertise, making a quantum leap in the logistics sector by providing unique solutions for the shipping and distribution processes. It also aims to achieve sustainable development and economic growth by linking the major centres of industry and transport to urban and suburban communities. Etihad Rail has recently signed a series of land lease agreements throughout the UAE to secure the rail network’s transport corridors in all the emirates. The UAE's national railway developer has announced a set of short and long-term strategic objectives in order to achieve sustainable development and economic growth; help to enrich both knowledge career development; and excel with stability and empowerment. These objectives will be implemented through a series of expansion programs formulated to maximise and diversify the benefits generated by the industry and the community, in addition to promoting innovation, digital transformation, and operational excellence.

The new strategy includes a set of key pillars that focus on benefiting from a fully developed railway network, providing innovative solutions to support the national wealth and economic diversification in the long term, by linking all major UAE ports.

The railway network is an important part of the future transport strategy of the UAE, as it provides efficient logistics solutions and serves urban and suburban areas. It also enables efficiency in transferring large amounts of construction materials from quarries for the local markets, which gives it an added value for its economic and environmental benefits to the United Arab Emirates.

Regarding the company’s identity uplift, the new logo reflects a policy of improving communication and building on successes. Bold colours show confidence and strength, highlighting the current developments and accomplishments, which translate into an important milestone in the progress of the national rail network.

Etihad Rail has made significant strides with regards to the agreement between the UAE Ministry of Finance and the Abu Dhabi Department of Finance for supporting economically the 605 kilometres of Stage Two of the UAE’s national railway network. PMC & Engineering Contracts have been awarded for a five-year contract covering the development and the supervision of this next phase from Ghuweifat on the Saudi border in the west to the UAE’s Port of Fujairah on the east coast.

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