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2006-11-09 News Release

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BASF's R-M automotive coatings taps South Africa

R-M, an automotive refinish brand of BASF Coatings, is now active with paint products and service technologies in the attractive South African market.

R-M, an automotive refinish brand of BASF Coatings, is now active in South Africa as well. With the tapping of the new market for its refinish products and services, the brand demonstrates its global presence. The promising strategic reorientation on the South African market started in December 2005. Since then, the R-M technology and know-how have been successfully and consistently placed on the market by the importer, the trading company Chem Spec Ltd.

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With its giant area of 1,221,000 square kilometers and 46 million inhabitants, South Africa is an attractive market for R-M. The resulting dynamics can be seen in the courting of new technologies and partners that are able to accompany the expansion of companies. Jean-Marie Nicolas of Integrated Distribution BASF Coatings and Strath Wood of Chem Spec Ltd thus signed the cooperation agreement.

From left to right: Rob Simpson, BCS ZA; Christoph Hansen, BASF Coatings (standing); Jean-Marie Nicolas, R-M; and Strath Wood, Chem Spec Ltd (seated). Click Go for larger image. photo: BASF

On 13 January 2006, R-M signed a distribution contract in South Africa with Chem Spec
Ltd. This is a new market for the paint manufacturer, which officially launched its products in South Africa on 2 May. -> ->

For R-M, the countdown thus began: the brand had to throw in its entire logistics to prepare the South African employees for the sale of the product range. Time was short. Delivery had to be organized and the processes between BCS ZA, the South African subsidiary of R-M, and the dealer Chem Spec Ltd had to be coordinated. At the headquarters of R-M in Clermont-de-l’Oise, France, various departments were quickly mobilized for the new contract. Sales was commissioned with the compilation of the first order. For its part, Logistics offered its entire shipping know-how: eight containers had to be shipped in a timely manner so that they would reach the South African coast on the right date.

At the same time, the training of the employees began. Three technical specialists of BASF Coatings South Africa and Chem Spec Ltd. came to Clermont for a few days. To perform the training under real conditions and launch the product officially in this new country, three European technical specialists of R-M spent three weeks in South Africa.

In the meantime, the South African dealer has started operations and 20 customers are already using the products of R-M. New business perspectives are on the horizon. The objective: 100 mixing machines should be running by the end of 2006.

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