When the Carlyle Group completed their acquisition of DuPont Performance Coatings in February 2013 for $4.9 billion, they also announced that DPC will be renamed Axalta Coating Systems. As DPC serves over 120,000 customers in 130 countries around the world, a large concern is how this will affect their customers. Luckily, Marketing Director Mike Bennett was willing to answer a few questions about what this means for current DPC customers.
Bennett assures customers that the transition from DPC to Axalta Coating Systems will be as seamless as possible. There will be no changes made to the company’s products, formulas, location or personnel. The only changes planned pertain to rebranding their products as they remove the DuPont name and labels. Axalta Coating Systems is working hard to continue with business as usual as they attempt to do what is best for their customers, and Bennett notes “this is a bit liberating for us as it allows us to focus on our market instead of getting involved with the strategic planning necessary for the larger company.” He hopes that customers will recognize the focus being placed on their needs as Axalta Coating Systems rebrands their products.
Axalta Coating Systems will continue functioning as DuPont Performance Coatings until the second quarter of 2013 when their new name is officially launched. Additional branding information will be released over the next two months, and though Axalta Coating Systems has two years to remove DuPont’s name from their products per their agreement with their former parent company, they intend to complete the rebranding process far ahead of schedule.
Bennett believes that the division from DuPont into Axalta Coating Systems will allow the company to best serve their customers since profits made will now be funneled directly back into the automotive finish business, enabling them to improve their offerings.
According to Bennett, focusing on manufacturing quality automotive paint will “provide a great opportunity for us and our customers, allowing us to focus on what is most important to our company.