Ludwigshafen, Germany -BASF is to change the names of its Elastogran companies to bring them under the BASF corporate identity, the group announced 22 Dec.
For example, systems business Elastogran GmbH, headquartered in Lemförde in Germany, will be called BASF Polyurethanes GmbH from now on.
The name change will not affect the legal form of the companies concerned nor will it affect existing agreements such as employment contracts or customer contracts.
BASF noted, however, that the Elastogran name lives on in the BASF brand 'PU Solutions Elastogran,' which was recently launched throughout Europe. It stands for the polyurethane system and speciality elastomer market leader's more than 40 years of experience and customer focus.
"The name change is an important indicator of BASF's commitment to its European PU business and helps strengthen the BASF brand overall," said Jacques Delmoitiez, president BASF Polyurethanes, in BASF's statement.
"In the past 10 years alone, BASF has invested around one billion euros in PU sites and the European PU business," said Delmoitiez. A recent example is a new system house in Slovakia, which was opened in November. Delmoitiez added that further investment in 2010 will include the opening of a system house in Poland. "By doing so, we strengthen our position as market leader for PU systems and specialties," the BASF Polyurethanes chief continued.
"BASF is proud of what Elastogran companies all over Europe are achieving," Delmoitiez continued. "That's why we want the professionalism and performance excellence of our employees to be associated more closely with the BASF brand name."
Noting that BASF's European PU business benefits from investments which BASF "has pursued even in a year as difficult as 2009," Delmoitiez added that, "The polyurethane system houses [more than 30] are part of the global BASF Verbund. They enable us to offer our customers and partners all over the world the expertise and problem-solving skills that BASF has established due to its presence in many key industries, such as construction and automotive."
The name change in about a dozen European countries will start in January 2010 and is expected to be complete by the middle of the year, BASF said.
PIC: Name change "strengthens the BASF brand." -- Jacques Delmoitiez, president BASF Polyurethanes."