BASF announces new brand: Polyurethane Solutions

Global brand for BASF polyurethane solutions
BASF corporate brand visible for polyurethanes customers throughout the world

Brussels, Belgium – November, 2009 – The BASF brand is about to become more visible now for BASF's polyurethane customers all over the world. With the launch of the new Polyurethane Solutions brand and associated harmonization of branding across European affiliates, BASF showcases the benefits of the global Verbund for PU customers: Polyurethane Solutions stands for customer focus, innovation, flexibility, consulting and problem solving expertise, and excellent product quality from a global network of more than 35 BASF system houses.

Customers all over the world experience first hand the company's customized consulting and development services in polyurethane systems and specialties whenever they do business with BASF's polyurethanes specialists. Polyurethane Solutions brings BASF close to the customer, providing local support to help customers become even more successful. "It also gives customers all over the world access to BASF's expertise, problem-solving skills and extensive presence in many key industries," comments Jacques Delmoitiez, head of BASF Polyurethanes division.

The new branding intensifies BASF's market presence in polyurethanes and harmonizes branding for the BASF affiliate Elastogran GmbH in Europe by using the BASF corporate brand for all Elastogran sites. BASF will continue to use the Elastogran name to market polyurethane services in Europe in the PU Solutions Elastogran brand.

"BASF is not only a reliable globally leading manufacturer of PU basic products, but also offers customers in every part of the world the support they need to optimize product performance, especially regarding customized PU system solutions," Jacques Delmoitiez continues. "Our customers benefit from the wide-ranging applications and positive features of polyurethane as a specialty plastic – as well as BASF's extensive global knowledge and experience."

In the highly service-oriented polyurethane systems and specialties business, experience and expertise are what customers require. With its network of system houses, BASF offers fast local support in the development of individual solutions, including technical service, sales and marketing. BASF ensures reliable supply of basic polyurethane products like MDI, TDI and polyols on a global scale from the company's world-scale plants.

Polyurethanes are used in a vast range of products. They make life more convenient, safer and enjoyable – and help save energy on a sustainable basis. Polyurethanes enable architects to design buildings with better insulation and allow car manufacturers to build more attractive, lighter-weight vehicles. BASF's PU customers also include top suppliers of sport and leisure footwear, mattresses, household appliances and sports equipment.

BASF is the leading supplier of polyurethane basic products, systems and specialties. With its global network of more than 35 polyurethane system houses and its comprehensive product and service portfolio, BASF is the preferred partner of its customers in many industries. With its world-scale plants BASF secures its leading market position in the manufacture of polyurethane basic products in all regions of the world.

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