Axalta Coating Systems announces global rebranding of electrocoat products as AquaEC

Axalta Coating Systems, a leading global supplier of liquid and powder coatings, has announced AquaEC as the new brand name for its already established global portfolio of electrocoat products.

Previously, Axalta sold electrocoat products under the Cor Max and Electro Shield brand names as well as a line of products that already used the AquaEC name. Going forward, each of these separate products will be consolidated under the AquaEC umbrella brand that will continue to provide top-notch corrosion protection and serve as a base for additional coating finishes.  As part of the transition, Cor Max and Electro Shield will also be renamed.

AquaEC will continue to fulfill the needs of customers ranging from light vehicle and heavy duty truck manufacturers to a spectrum of industrial applications. A new logo will identify the AquaEC family of products, reflecting the product’s waterborne formulation.

“The AquaEC name and exciting logo provide a dynamic, new look to a full line of products that already enjoy tremendous loyalty among our customers around the globe,” said Michael Cash, Axalta senior vice- president and president of its industrial coatings business. “AquaEC is already a recognized, well-known product name in a number of our key markets. Today, we’re elevating the AquaEC name to embrace our full portfolio of E-Coat products that together will provide our customers with a wide array of electrocoat choices.”

Steve Markevich, senior vice-president and president of Axalta’s light vehicle OEM coatings business, commented: “Everything about the individual product lines will remain the same – the same quality, formulations and technology will continue to provide customers with innovative solutions. Putting all our electrocoat products under one brand umbrella will help us more easily provide our global customers with information on our electrocoat offering.” 

The complete roll out of the new AquaEC identity globally will take some time and the company says and more information about AquaEC will be communicated throughout the remainder of 2014.