Elastogran to be Rebranded BASF Polyurethanes

Following the introduction of the BASF corporate brand for European polyurethane sites, the next step is to change the names of Elastogran companies. For instance, Elastogran GmbH with its head offices in Lemförde will be called BASF Polyurethanes GmbH from now on. This is in keeping with a system already introduced on a global scale. The name change will not affect the legal form of the companies concerned. Nor will the renaming affect existing agreements such as employment contracts or customer contracts.

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 specialty 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 the past 10 years alone, BASF has invested around one billion euros in PU sites and the European PU business." For instance, BASF recently started up a new system house in Slovakia. Further investment is to follow in 2010, including the inauguration of a system house in Poland. "By doing so, we strengthen our position as market leader for PU systems and specialties," said Delmoitiez. "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."

"Our European PU business benefits not only from the investments involved, which BASF pursued even in a year as difficult as 2009," said Delmoitiez: "The polyurethane system houses 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 process in about a dozen European countries will kick off in January 2010 and is expected to be completed by the middle of the year, depending on local legal requirements.


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