Colombia. BASF presented to the Colombian market a new brand aimed at the automotive sector: This is Limco, a US brand that has been marketed since last February.
This launch is part of BASF's regional strategy that seeks to boost the automotive re-painting industry with a simple system, easy to apply, quality, durability, low cost, which does not need specialized drying cabins or lamps, and which is aimed at small entrepreneurs who want to offer high quality products.
With the participation of more than 430 attendees, BASF's paint business introduced independent workshop owners and major distributors to the new brand. The event featured the intervention of Anne Maren Bauer, Regional Manager of Re-painting and Industrial Inks for BASF South America; Alberto Zúñiga, Managing Director of BASF for Colombia, Ecuador and Venezuela, and Andrés Arboleda, Manager of the Automotive Paint division for these three countries.
During the meeting, attendees participated in a technical talk about the products that are part of this new portfolio and the characteristics that make LIMCO a differential brand in the Market. This conference was led by Adolfo Acevedo, Technical Coordinator and National Head Trainer of the BCN.
"The objective of this event was to impact a segment that we did not reach and position ourselves with a new competitive portfolio. Positioning was achieved and attendees were able to see several samples of the product's application. We are aware of the importance of small entrepreneurs for the national economy and the dynamization of this industry. In addition to supporting them with high-performance products at fair prices, this year we will offer a robust training plan that will benefit nearly 5000 of them. These types of strategies are aligned with our global sustainability strategy, a priority for BASF around the world," said Andrés Arboleda.
