Columbia and Tomberlin – Focusing On Future Growth

Nordic Group Forms Columbia Vehicle Group, Inc., Launches New Brand Strategy

As the leader in electric vehicle innovation for over 70 years, Columbia, a member of the Nordic Group of Companies, has been meeting the needs of commercial and industrial market segments, while also operating consumer-focused retail locations in two of the largest golf car and Low Speed Vehicle markets in the United States. With the 2016 acquisition of Tomberlin, a market leader in consumer-based personal transportation and Low Speed Vehicles, (or Neighborhood Electric Vehicles, as they are often called) the companies have initiated dynamic changes in how they serve all aspects of the electric vehicle market.

The Nordic Group, a broadly diversified, family-held business based in Wisconsin, holds other separate business units including Flambeau, Inc. and Seats, Inc., each a leader in their respective industries. The Columbia and Tomberlin brands, each serve distinct markets with a variety of products. To bring clarity to their electric vehicle transportation business, the Nordic Group has announced that the company formerly known as Columbia ParCar Corp. has recently changed its name to Columbia Vehicle Group, Inc., and will now be responsible for the design, manufacture and distribution of both the Columbia and Tomberlin brands.

In addition to changing the company name, a simplified branding alignment has been announced, bringing a broader and more collaborative focus to the distinctive demands of commercial, industrial and retail customer segments. According to W.R. Sauey, founder of the Nordic Group, Some customers refer to us as Columbia ParCar and others as ParCar. Now, with the integration of the popular Tomberlin brand we felt it was time to bring specificity and clarity to our branding strategy. This allows us to honor the heritage of our original brand names while remaining firmly focused on our future. Going forward, our commercial and industrial customers will know us by the Columbia brand name, and the Tomberlin brand will serve our consumer and retail product customers.

Based in Reedsburg, Wisconsin, Columbia is a premier electric vehicle manufacturer whose history dates to 1946. Columbia was the first manufacturer of purpose-built work vehicles to eliminate gas engines and commit 100% to electric, along with low-cost of ownership, reliability, personal service and total value serving as the cornerstones of their brand promise. Columbia has one of the most expansive electric vehicle product line-ups in the world, Columbia produces electric vehicles for commercial and industrial applications. The large variety of vehicle models include the capacity to transport 1 to 24 people, carry up to 6,000 pounds of payload, tow up to 16,000 pounds and travel up to 25 miles per hour. Columbia continues to be a leader in the industry by engineering innovative upfits, partnerships, and designs.

What excited us about the Tomberlin relationship was our shared vision of providing innovative, market-leading products and services, and the desire to lead in every market we serve. stated Scott Breckley, president of Columbia Vehicle Group, Inc. (CVG) “We’re fortunate to benefit from the Nordic Groups support and market leadership. We’ve put together a very experienced leadership team with decades of experience in the electric vehicle market, and we share a collective and singular focus on expanding presence in the markets we serve.

Mike Tomberlin, President of CVG Retail Division, believes the future is brighter than ever. The list of product enhancements we’ve introduced over the last two years is unprecedented. And we will continue to lead and innovate, as witnessed by our introduction of electric power steering on our Emerge Coupe and Salon models the first manufacturer in the industry to offer power steering as a standard feature. As a result of the collective efforts of Nordic Group, Columbia and Tomberlin, we are experiencing unprecedented growth in the number of dealer partners and their resulting sales achievements. With Tomberlin’s reputation for leading the market in safety, styling and performance its no wonder we are the fastest growing golf car company in the country.

The corporate name change to Columbia Vehicle Group, Inc. (with the separate Commercial and Retail divisions), as well as the companys rebranding efforts were announced for the first time at Columbia’s Partner Conference in Las Vegas this past November.

More About Columbia Vehicle Group, Inc.

Columbia Vehicle Group, Inc. is a member of the Nordic Group of Companies, Ltd. Headquartered in Baraboo, Wisconsin the Nordic Group is a privately-held holding company consisting of subsidiaries with 22 facilities, and 24 marketing units around the world with over 2,400 associates. Nordic Group member companies manufacture and distribute plastic, seating and transportation products worldwide for industrial, commercial and consumer markets. For more information, visit

More About Columbia

Based in Reedsburg, Wisconsin, Columbia is a premier electric vehicle manufacturer whose history dates back to 1946. Columbia has one of the most expansive electric vehicle product line-ups in the world, producing electric vehicles for private use as well as commercial and industrial applications, that include models that move from 1 to 24 people, carry up to 6,000 pounds of payload, tow up to 16,000 pounds and travel up to 25 miles per hour. To learn more about Columbia, visit

More About Tomberlin

Tomberlin, a Nordic Group-owned brand, designs, manufactures and distributes advanced electric vehicles targeting neighborhood and close-in commuting use. Tomberlin utilizes a community-based distribution network throughout the USA, South America, Europe and Asia. To learn more about Tomberlin, visit

2017, Columbia Vehicle Group, All rights reserved. The Columbia and Tomberlin logos are registered trademarks of Columbia Vehicle Group, Inc. in the United States and/or other countries. All other trademarks are the property of their respective owners.

Article from

Scroll to Top