Say goodbye to the familiar oval DuPont label! Recently acquired by The Carlyle Group, DuPont Performance Coatings will be renamed Axalta Coating Systems. The new website, AxaltaCoatingSystems.com, is currently under construction, but will most likely be completed as the DuPont brand finalizes its name change in the second quarter of 2013.

“We’re working with an outside firm on this process,” says Mike Bennett, head of marketing for Axalta’s North America business. “We’re going back to square one to understand that now that we’re no longer part of corporate DuPont, we have an opportunity to identify and focus on our core business. It’s an opportunity to start fresh with a new name and identity.”

It is important to note that all existing products, training centers and online services will continue on as before after the rebranding. “Very little else will change in terms of how material gets to our customers. It will be the same people, the same products, and the same route to market,” says Bennett.

Wondering what will happen to the large DuPont logo on the top of NASCAR superstar Jeff Gordon’s No. 24 car? NASCAR’s official website reports that the logo will be exchanged with the new name. “We may have a new name on the No. 24 Chevrolet SS in 2013, but it’s the same core group that I’ve enjoyed working with for more than 20 years,” Gordon said in a statement.

Photo courtesy of www.thetelegram.com

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