By David Reed, UT EditorWyandotte, Michigan-BASF has changed the name of its North American microcellular polyurethane (MPU) business and product line from Elastocell to Cellasto, effective immediately. This brings the continent into line with the rest of the world, where BASF has marketed its MPU products under the Cellasto name for more than 30 years."Since many of our North American customers operate globally, most of them are already familiar with BASF's Cellasto brand," said Bob Jamrog, director of BASF's Cellasto global business unit in North America. "Streamlining our global product line under one name strengthens the ease of doing business with BASF for our customers, especially since all other nomenclature and specifications for our MPU products will remain the same," he added, in a 1 April announcement from BASF.The firm claims to be the world's leading supplier of jounce bumpers made of MPU for automotive suspension applications. Jounce bumpers, spring aids, coil spring isolators, shock mounts and body mounts made of Cellasto MPU improve the overall ride characteristics of a vehicle. These and other 'noise, vibration, harshness' (NVH) parts made of MPU isolate vehicle noises and vibrations from the passenger compartment, BASF explained."