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Zeledyne 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 unchanged.

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 technologies.

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."

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