Astec Industries rebrands business

Astec Industries is rebranding its business.
Finance & Funding / June 7, 2021 35 seconds Read
By MJ Woof
The Astec Inc plant in Chattanooga is also the firm’s headquarters and will now be rebranded as an ASTEC facility - Image © courtesy of Mike Woof
Astec Industries is now rebranding its business, which includes uniting its subsidiary companies under the ASTEC name.

The move comes while the organisation streamlines its internal structure and operations to improve efficiency and drive growth. And the rebrand includes a new logo, color palette and website.

The groups has many former brands, including Astec Inc, Astec do Brasil, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, Heatec, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith. To simplify the branding these firms will no longer operate as separate subsidiary companies and will all take on the ASTEC name. The unification is a significant part of the company’s OneASTEC business model including its “Simplify, Focus and Grow” strategy.

“We made the decision to unify to make it easier for our dealers and customers to do business with us. By coming together as one organization, we can offer greater customer service and drive innovation,” said Barry Ruffalo, president and CEO of Astec Industries. “The rebrand enables us to build our strength together under one common name and purpose. We can better leverage our growth as one ASTEC team rather than individual brands.”

The logo represents the company’s purpose: ‘Built to Connect’ and vision to connect people, processes and products. The new website replaces the previous subsidiary websites. Dealers, customers, suppliers and consumers will be able to find information about the company, its product offerings and other resources in one location.
The company will continue to develop its range of sustainable solutions for the quarrying and construction markets, with its expertise continuing to focus on sectors such as materials processing and road construction.
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