CR was created to reflect the company's market aspirations and new product portfolio, and feature new product divisions called CR Mining, CR Digital and CR Contracts, the company reported.

"Today is an important day for CR as we launch our refined strategic direction and brand, a demonstration of our commitment to mining engineering and technology innovation and our capability to support our customers globally," said chief executive John Barbagallo.

Barbagallo noted that expansion in the Americas included the acquisition last year of Thunderbird Mining Systems, a developer of blast-hole drill optimisation technologies, and California-based Berkeley Forge & Tool's mining products business.