- On 12. December 2017
Wörwag has rebranded its entire product range. From December 2017, we will market our automotive paints under the umbrella brand of “Inmotiq”. Paints for other industries will bear the “Industriq” brand name.
In line with our international expansion, the two new umbrella brands are replacing previous names like Wöropur, Wöralit and Wöralux. In addition, we have simplified our product labeling pattern. “Our rebrand identifies Wörwag as an international player, and makes it easier for customers and colleagues in non-German-speaking countries to work with us”, explains the company’s chief executive, Dr. Achim Gast.
Inmotiq derives from the phrase “in motion”. It refers to our range of products for manufactures of cars and commercial vehicles. The suffix “iq” stands for the intelligence that goes into our high-quality products. Formed analogously, the Industriq brand distinguishes our paints for industrial equipment and machinery, home appliances, furniture, bicycles and more.
Wörwag’s new product labeling pattern comprises six core elements:
brand + product + solvent + curing + type number + color
- brand: Industriq or Inmotiq, depending on the industry
- product: primer, basecoat, clearcoat, powder coat, paint film, …
- solvent: water (WB) or organic (SB)
- curing: 1K, 2K, UV
- type number: proprietary identifier of Wörwag
- color: standard or specified by user
From 1 December 2017, this product “R1472 Pearl White Hydro Primer 2K” will be labeled:
INMOTIQ Primer WB 2K
How will Wörwag’s rebrand affect your next order?
Type and article numbers will remain as they are. The only change you are going to notice will be the way we name and label our products. Please inform whichever of your company’s departments this concerns. Batches of any product made as of December 2017 after launch of the rebranding will be labeled pursuant to the new pattern. Stocks produced prior to that will not be relabeled.
If you have any questions concerning our rebrand, please contact your Wörwag account manager or mail to firstname.lastname@example.org.