By: Fabian Cotter

ESTABLISHED SWEDISH transport solutions supplier Thoreb Group of Companies has a new managing director for its 18-year-old Australian subsidiary, as announced recently.

Crinel Geaboc will replace outgoing MD Markus Helgegren at the helm of transport solutions supplier Thoreb in Australia.

Former Voith Australia GM and current business development director at Thoreb Australia Crinel Geaboc will assume the managing director role at Thoreb Australia effective October 1, 2018. The move follows current MD Markus Helgegren’s departure back to Sweden "for personal reasons" after "several good years with Thoreb Australia," it’s stated.

Thoreb Australia is one of 10 subsidiaries of AB Thoreb Sweden, the latter founded in 1979 by Ph. Dr. Thore Brynielsson. It’s an established global provider of reliable and innovative IT transport solutions, "helping … customers make public transport attractive, efficient and safe," the company states.

With some 19,000+ systems delivered worldwide, such as Marcopolo (Brazil and Portugal), Gemilang (Malaysia), Evobus (Germany) and several bus manufacturers from Asia, its local customers include: Bustech, Custom Bus and Volgren.

In a copy of a formal company address made privy to ABC magazine, Brynielsson - CEO of the Thoreb Group of Companies, managing director AB Thoreb the parent company, and director of Thoreb Australia Pty Ltd – says that although stepping down as managing director, Helgegren will be, "continuing working for Thoreb … in Sweden as a director, focussing on supporting our Australian business and other challenges".

Geaboc has been, "a pivotal member of the management team at Thoreb for about two years now and was previously in charge of handling the business developing side of our business," Brynielsson said.

"In his new MD role, he will be mastering both roles, being accountable for leading the company in accordance to the strategic direction, as well as assuring the company’s excellent performance.

"We are confident that Crinel’s excitement, extensive industry experience, leadership skills and commitment will continue motivating our team to deliver great value, support and innovation to our customers.

"We envisage a great future for Thoreb Australia," he added.

According to his LinkedIn account, Geaboc is, "A passionate, game-changer, driven-by-results general manager, business developer manager and national sales manager who uses his global experience and well developed skills to successfully turn around poor results and consistently achieve financial targets with elevated staff morale.

"With over 26 years’ automotive industry experience, [he] has a proven track record in business development, customer service operations, selling at all levels and of delivering workable solutions to complex problems in large international and OEM service organisations."


Thoreb’s products include hardware systems, such as: multiplex; control computers; destination signs; passenger counting systems; CCTV systems; passenger information systems - on-bus, at-bus stops and web-based; fleet management systems; Telematics; and other customer tailored solutions.

In Australia, it employs 12 people and has local representation in Sydney (HO), Brisbane (QLD branch) and in Melbourne (engineer director based). It also has agents in Victoria, NSW, WA and soon-to-be-announced other Australasian regions.

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