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FreightWaves SONAR rebrands to a one-word name
The change is intended to highlight the Chattanooga company's core focus on the supply chain data platform.
FreightWaves SONAR, the supply chain data platform that was spun out as a separate company a year ago, has rebranded with a much shorter name. It will now be known as SONAR, highlighting its core focus on the supply chain data platform.
Chattanooga-based SONAR is a freight price reporting agency and data platform that provides the most accurate and reliable freight rate and market analytics. Its mission is to offer high-frequency data across global supply chains, enabling market participants to benchmark, analyze, monitor and forecast freight rates and demand.
For the past year, the SONAR team has been working independently of the FreightWaves media team, providing data and information that empowers decision-makers. This mission differs from the FreightWaves media business, which focuses on delivering supply chain news and context.
“Increasingly, there is a need for a deeper understanding of the stories that go beyond the data. The FreightWaves media team must be able to do this. It is also equally important that the SONAR team provides market data uninfluenced by the stories that drive the success of the FreightWaves media business,” said Craig Fuller, Founder and Chief Executive Officer of FreightWaves.
SONAR will open a new corporate headquarters in January 2025 at the Liberty Tower, Chattanooga’s most luxurious commercial building. Firecrown, the parent company of FreightWaves, will assume SONAR’s existing headquarters at Freight Alley on Market Street in Chattanooga.
According to Fuller, Firecrown will continue to invest in FreightWaves media and its other properties, which include FLYING, Yachting, Trains, Yachting, Astronomy, and AircraftforSale.com.
