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USGNN Original StoryArchitects Learn What "Zeledyne" Means

For those attendees of the American Institute of Architects Convention, which started today in Boston, who asked "what's new" at the ACH Glass Operations booth, the answer could easily have been: "what's not?" Now known as Zeledyne (CLICK HERE to read's report on Zeledyne's purchase of ACH), the company is focusing on bringing closer together its three brands-Versalux architectural glass, automotive glass as original equipment for vehicles and Carlite, the automotive aftermarket glass.

"There was a lot of autonomy," commented corporate marketing manager Cindy Coulter. Now, she says, the focus is on "one direction, one vision, one mission."

However, Mauro DiFazio, vice president of float glass sales, stressed, "We don't want to give up or lose our brand identity."

While the company is making efforts to make its customers familiar with the Zeledyne name, and the three branches will be more closely linked in the future, the Versalux and Carlite brands will remain unchanged.

But what does "Zeledyne" mean? As Coulter explained, the company had looked at traditional, solid-sounding names, but veered toward something more "forward-thinking." Zele is a city in Belgium with a "reputation for fine glass," Coulter said, while "dyne" is a unit of force, indicating power. In other words, legacy, history and quality, partnered with power.

Like the new name, a combination of history and cutting-edge style, the company is taking its history in the glass industry and moving forward to focus solely on glass. "The owner in the past was focused on making cars," Mauro said.

Now, he said, the company has the flexibility to pursue new glass technologies.

With that goal in mind, the company is completing upgrades to its facilities. Mauro noted that the first new furnace in Tulsa, Okla., is coming online this month, while the second is in the works. While these changes won't increase capacity, the new technology is expected to lead the way toward future product developments.

So for now, the changes the company faces will involve product improvements and not the potential of new management.

As DiFazio said, "It's going to be nice to be stable."

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