By changing its GF AgieCharmilles division to GF Machining Solutions the group is emphasizing its corporate identity and attempting to identify better with its customers

AgieCharmilles Will Be GF Machining Solutions, Soon

Dec. 5, 2013
One company, three units Total solutions provider “ … an extension of customers’ expertise and capabilities”

GF AgieCharmilles will be relabeled as GF Machining Solutions starting January 1, 2014, a change that parent company Georg Fischer AG explained would “underscore” its organization as “a unified company” with three operating divisions. +GF+, as the group abbreviates its name, is a Swiss corporation that includes GF Piping Systems, producing plastic and metal fittings, valves and shut-offs for water, gas and other liquids; and GF Automotive, iron and aluminum castings for chassis, powertrain, and body parts; in addition to the machine tool division.

GF AgieCharmilles produces machine tools and automation systems, with specialties in wire-cut and die sinking electric discharge machines (EDM), and high-speed milling machines. The organization also offers machines for laser texturing, spindles, and tooling, and automation packages.

“The new name emphasizes the company’s role as a total solutions provider,” according to a release. It also projects the company’s affinity with its customers’ capabilities, the statement indicated.

By changing its brand, the company aims to communicate its role as an extension of customers’ expertise and capabilities.

“The GF AgieCharmilles name is intimately linked to our leadership in the field of EDM technology,” stated Glynn Fletcher, president of GF Machining Solutions Americas. “While EDM remains a vital part of our company, we have grown to offer a much more comprehensive portfolio of products and services.

“This change communicates to the market what our customers already know: that we offer world-class, comprehensive solutions for every aspect of their operations,” Fletcher added.

The name change will not affect the terms of existing agreements with customers. The company’s legal entities will not change, several current brands and product series within the organization – including AgieCharmilles, Mikron, Step-Tec, and System 3R —will continue within the GF Machining Solutions portfolio.

A new product naming system will be introduced during the first half of 2014, and a new design will be revealed for the GF Machining Solutions website (visitors to the current site will be redirected automatically), sales materials, and other communications.

Company contact information (e.g., email and web addresses) will be “transparent,” according to the statement, and GF AgieCharmilles email addresses will continue to be active through December 2014.

About the Author

Robert Brooks | Content Director

Robert Brooks has been a business-to-business reporter, writer, editor, and columnist for more than 20 years, specializing in the primary metal and basic manufacturing industries. His work has covered a wide range of topics, including process technology, resource development, material selection, product design, workforce development, and industrial market strategies, among others. Currently, he specializes in subjects related to metal component and product design, development, and manufacturing — including castings, forgings, machined parts, and fabrications.

Brooks is a graduate of Kenyon College (B.A. English, Political Science) and Emory University (M.A. English.)

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