SOUTHEAST ASIA CONSTRUCTION08 Jun 2021
Astec launches major rebranding; all subsidiaries now under one name

The US-based global manufacturer of specialised equipment for asphalt road building, aggregate processing and concrete production, Astec Industries, is launching a new modern look with a rebranding initiative to coincide with its business model. The rebrand includes a new logo, colour palette and website. The launch comes while the organisation streamlines its internal structure and operations to improve efficiency and drive growth.

The organisation’s former brands - namely 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 - will no longer operate as separate subsidiary companies and will all take on the Astec name. This 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 organisation, 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 new 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 now be able to find information about the company, its product offerings and other resources in one location.