Axalta brands electrocoat products under AquaEC

Axalta Coating Systems has introduced AquaEC as its new brand name for its global portfolio of electrocoat products, which were previously sold under the brand names Cor Max, and Electro Shield, and a product lineup that already used the AquaEC name.

Axalta electrocoat AquaECHenceforth, all electrocoat products will be consolidated under the AquaEC umbrella brand to provide corrosion protection and serve as a base for additional coating finishes. Cor Max and Electro Shield will be renamed too. AquaEC is part of Axalta’s on-going commitment to customers, and continues to fulfil customer needs ranging from light vehicle and heavy duty truck manufacturers to industrial applications.

AquaEC products will be identified by a new logo reflecting the products’ waterborne formulation. Michael Cash, Axalta Senior Vice President and president of its industrial coatings business says the AquaEC name and exciting logo ensure a dynamic, new look to a product lineup that already enjoys loyalty among global customers. AquaEC is already a recognised product name in a number of key markets, and it will now include a full portfolio of E-Coat products.

Steve Markevich, Senior Vice President and President of Axalta’s light vehicle OEM coatings business explains all aspects of AquaEC individual product lines will remain the same. Putting all electrocoat products under a single group helps provide global customers with electrocoat offering details in an easier manner. Complete roll out of new AquaEC identity across all markets will take some time, and further details will be communicated through the remainder of 2014.