Plans to Bring Three Product Lines Closer Together
With the purchase of Automotive Components Holding Inc. by Zeledyne
Inc. last month, many are wondering what this might mean for the
company's products and structure. The new ownership plans bring
its three brands, OEM glass, aftermarket glass and its architectural
line, Versalux, closer together. (CLICK
HERE for related story.)
"There was a lot of autonomy," says corporate marketing
manager Cindy Coulter. Now, she says, the focus is on "one
direction, one vision, one mission."
However, Mauro DiFazio, vice president of float glass sales, stresses,
"We don't want to give up or lose our brand identity."
While the company is making efforts to make its customers familiar
with the Zeledyne name, and the three branches will be more closely
linked in the future, the Carlite and Versalux brands will remain
But what does "Zeledyne" mean? As Coulter explains, the
company had looked at traditional, solid-sounding names, but veered
toward something more "forward-thinking." Zele is a city
in Belgium with a "reputation for fine glass," Coulter
said, while "dyne" is a unit of force, indicating power.
In other words, the company's new name represents legacy, history
and quality, partnered with power.
Like the new name, a combination of history and cutting-edge style,
the company is taking its history in the glass industry and moving
forward to focus solely on glass. "The owner in the past was
focused on making cars," Mauro says.
Now, he says, the company has the flexibility to pursue new glass
With that goal in mind, the company is completing upgrades to its
facilities. Mauro notes that the first new furnace in Tulsa, Okla.,
is coming online this month, while the second is in the works. While
these changes won't increase capacity, the new technology is expected
to lead the way toward future product developments.
So for now, the changes the company faces will involve product improvements
and not the potential of new management.
As DiFazio says, "It's going to be nice to be stable."
Need more info and analysis about the issues?
HERE to subscribe to AGRR magazine.