Change Further Signifies Continued Progress in Transformation and Business Separation
TXU Corp., a Dallas-based energy company, announced today the brand identity for Luminant Energy. TXU’s power generation and related businesses will be transitioned to the new Luminant Energy brand as part of the proposed merger agreement with an investor group led by Kohlberg Kravis Roberts & Co. and Texas Pacific Group.
Today’s announcement is another step forward in separating TXU Corp.’s primary business units into three distinct businesses – Luminant Energy, Oncor Electric Delivery and TXU Energy.
“The new brand represents the company’s transformation and focus going forward,” said Tom Baker, vice chairman, TXU Corp. “The Luminant name and logo reflect its focus on providing cleaner energy, investing in renewable energy and ensuring that we meet customers’ power needs in a safe and reliable fashion. The re-branding of the power generation businesses will clearly distinguish Luminant Energy from Oncor Electric Delivery and TXU Energy.”
Luminant is launching television advertisements across Texas to introduce the name along with a new green-and-blue brand identity.
The people and assets of the power generation and related businesses will be part of the Luminant Energy brand. Luminant Energy will remain headquartered in Dallas, and will continue to provide jobs and investment in local communities across Texas. The transition is expected to be completed later this year.
TXU Corp., a Dallas-based energy company, manages a portfolio of competitive and regulated energy businesses primarily in Texas. In the competitive TXU Energy Holdings segment (electricity generation, wholesale marketing and retailing), TXU Energy provides electricity and related services to more than 2.1 million competitive electricity customers in Texas. TXU Power has over 18,100 MW of generation in Texas, including 2,300 MW of nuclear and 5,800 MW of coal-fueled generation capacity. TXU Wholesale optimizes the purchases and sales of energy for TXU Energy and TXU Power and provides related services to other market participants. TXU Wholesale is the largest purchaser of wind-generated electricity in Texas and fifth largest in the United States. Power generation and related businesses, such as TXU Power and TXU Wholesale, plan to transition toward the new Luminant Energy brand. TXU Corp.’s regulated segment, Oncor Electric Delivery, is an electric distribution and transmission business that uses superior asset management skills to provide reliable electricity delivery to consumers. Oncor Electric Delivery operates the largest distribution and transmission system in Texas, providing power to three million electric delivery points over more than 101,000 miles of distribution and 14,300 miles of transmission lines. Visit www.txucorp.com for more information about TXU Corp.