New Competence Brand for Cutting Tools at the AMB 2014
The CERATIZIT Group is launching its new “Cutting Solutions” brand just in time for AMB 2014. Under this new brand name, the carbide expert is now offering a comprehensive range of premium-standard products for metal cutting, such as insert tools and solid carbide tools, that are available worldwide. For sales, CERATIZIT is thereby relying on a network of distributor partners. The brand launch will be accompanied by a media campaign including print, on-line and trade fairs.
In addition to drilling, turning, milling, parting and grooving and multi-function tools, the product portfolio of the new CERATIZIT “Cutting Solutions” brand now also includes drills, end mills, reamers, core drills and special tools made from solid carbide. “We are making use of our technological leadership in the major cutting fields to now also offer innovative customer solutions over the whole bandwidth,” explains Thierry Wolter, Board member of CERATIZIT.
In addition to the range of premium-standard products, the hard metal expert will now also be entering into development partnerships in the future, in order to create customized and industry-specific solutions for, for example, the automobile industry, turbine manufacture or heavy machining.
From a niche player to the full product range
The path for the change to a total provider of cutting tools was paved by the joint venture with the tool manufacturer Günther Wirth (GW) in 2012, as well as the majority holding in the Californian manufacturer Promax in the spring of 2014. “We can now offer customers cutting solutions with insert tools and solid carbide tools as an integrated solution from a single source”, explains Thierry Wolter.
But it is not simply a matter of offering a wider range of products, as Andreas Olthoff, Managing Director Cutting Tools at CERATIZIT, added: “I see us setting the standards as a ‘Hidden Champion’. We can convince our customers through better performance and quality, and thereby increase the productivity of our customers.”
