Siemens Energy to Rebrand as Omterra

Summary: Siemens Energy is launching its new independent global brand, Omterra, while reinforcing Mexico's strategic role in its worldwide operations through the expansion of its Competence Hub Americas in Queretaro. The dual announcement highlights how multinational energy companies are increasingly leveraging Mexico's engineering talent, digital capabilities and innovation ecosystem to support the global energy transition, artificial intelligence applications and advanced power infrastructure, further strengthening the country's position as a high-value technology and engineering hub. 

Siemens Energy to Rebrand as Omterra

Siemens Energy announced plans to launch a new independent brand, Omterra, while expanding its Competence Hub Americas in Queretaro as part of its strategy to strengthen engineering, digitalization and talent development capabilities supporting global energy projects.

Following its separation from Siemens AG in 2020, Siemens Energy announced it will begin transitioning to an independent corporate brand under the name Omterra, reflecting the expiration of the licensing agreement that allows the company to use the Siemens name.

The rebranding process, scheduled to begin later this year and be implemented gradually, will unify Siemens Energy and Siemens Gamesa Renewable Energy under a single corporate identity. The company said the transition will not affect its strategy or operations for customers, partners or employees.

"Since our spin-off, it has always been clear that we could use the Siemens Energy brand license for a limited period," said Christian Bruch, CEO of Siemens Energy. "Today, our company enjoys a strong strategic, operational and financial position. We have earned the trust of our customers and investors, improved our profitability and have an ambitious growth plan for the coming years."

Bruch said the company has reached a point where it can establish an independent global brand while building on the legacy of its former parent company.

"We are proud of what our employees have built over the past few years. The name of our founder opened doors for us and helped us on our path toward independence. That legacy inspires us and reinforces our commitment to developing the energy system of the future," he said.

According to the company, the name Omterra reflects its international presence, technological capabilities and commitment to supporting a stable energy supply worldwide. 

While Rebranding Advances, Mexico Expands Its Strategic Role

Alongside the branding announcement, Siemens Energy inaugurated the second phase of its Competence Hub Americas in Queretaro, reinforcing Mexico's role as a center for engineering, digitalization and specialized talent supporting the company's global operations.

The expansion was led by Queretaro Minister of Sustainable Development Marco Antonio Del Prete and forms part of Siemens Energy's regional strategy to meet growing demand for specialized professionals across the Americas and other markets, reported MBN. 

The company expects the hub to employ about 750 collaborators by 2026 and approximately 1,000 by 2028.

According to Siemens Energy, the facility strengthens Mexico's position beyond manufacturing by expanding its capabilities in engineering, digital processes, information technology and innovation linked to the global energy transition.

"Siemens Energy is really focused on Mexico. We are seeing spectacular human talent and training capabilities here. Geopolitically, Mexico is also strategically located. This, combined with the competitiveness and stability of the Mexican economy, makes Mexico an incredibly attractive country and a core focus for Siemens Energy. We are therefore committed to growing from this foundation," Javier Pastorino, Managing Director of Siemens Energy's Latin America North Region, told Mexico Business News. 

Engineering Capabilities Support Global Projects

Siemens Energy said the Competence Hub centralizes global operations related to engineering design, digital processes, information technologies and emerging technologies, including artificial intelligence. Teams based in Queretaro support projects across Europe, the Americas and other regions.

The company said approximately 80% of the hub's workforce is Mexican, while about 90% of employees work on international projects, positioning Mexico as a source of engineering expertise and technical knowledge for global energy initiatives.

The expansion also responds to growing demand for specialized professionals as the energy transition increases the complexity of power generation, transmission, grid resilience and digital energy systems. 

Inclusion And Digital Skills Remain Priorities

The Competence Hub also incorporates dedicated spaces such as a Digi Room, designed to support practical training, experimentation and adoption of digital technologies.

Siemens Energy said the facility promotes workforce development in areas including automation, engineering and artificial intelligence, as electricity demand associated with AI applications continues to grow.

The company also highlighted diversity initiatives within the hub. The facility is led by a woman, nearly 40% of its workforce is female and women account for 25% of the local leadership team.

State officials said the expansion strengthens Queretaro's competitiveness by anchoring high-value technological activities in the region while supporting education, innovation and workforce development.

Siemens Energy said embedding engineering and digital expertise in Mexico enhances its ability to deliver integrated energy solutions spanning conventional and renewable power technologies, including gas and steam turbines, hydrogen-ready hybrid power plants, generators, transformers, energy storage and grid optimization.