WIDIA™ North American Launch at IMTS 2010 Continues Global Brand-Building Program

by Bernard McConnell, Vice President
WIDIA Product Groups & Services
(LATROBE, PA) – IMTS 2010 is the marquee manufacturing technology event in North America, and we are excited to have it be the location for the debut of WIDIA-brand products and services in North America.

This is a significant milestone for us, as it marks a major continuation in launch events held around the world since we announced the formation of the WIDIA Products Group at EMO Milan last year. With the consolidation of many separate metalworking brands including Circle™, Rubig™, Manchester™, Clapp-DiCo™, GTD™, and Hanita™ under the WIDIA Products Group, this has helped immensely in driving brand recognition of WIDIA in North America. It’s also significant to announce that IMTS 2010 marks the completion of our brand migration efforts with the move of MetCut™ and Metal Removal™ brands under the WIDIA umbrella.

Any brand-building effort of substance is a multi-year effort and this is no different. We have received excellent feedback from our channel partners on their success introducing a complete metalworking portfolio of products to their customers, and we continue to strengthen and upgrade our channel partners with training and service events in every region of the world.

At these gatherings, distributors and selected customers interact with WIDIA brand leaders and technical support personnel to select the right tools, set up and use the tools, and apply all the recommended specifications to realize notable gains in productivity. Education and training will remain key initiatives in the expansion of WIDIA brand-building efforts.

New product introductions and continual updating of the product portfolio are another core element supporting WIDIA product success. We encourage you to see us at Booth W-1452 or at subsequent world manufacturing technology events to familiarize yourselves with the latest WIDIA advances. Also you can visit us at our website, www.widia.com.  Tens of thousands of product items are included in the latest comprehensive catalogs in indexable milling, holemaking, turning, and solid end mills, and notable line extensions and product performance improvements are being announced at this show.

Strength in product and strength in education and training is joined by notable effort in continually upgrading the quality of value-added resellers and building and strengthening channel partner loyalty. Not every distributor interested in adding WIDIA to their product offerings is selected. This helps ensure the most focused efforts are brought to bear in bringing WIDIA-brand solutions to the markets that need them.  In return, those selected to supply WIDIA-branded tools are assured of strong support from a partner with a comprehensive strategy to continue expanding in the world’s key manufacturing areas.

WIDIA is a tremendous growth opportunity and was created to maximize our penetration of the growing indirect market channel. Projections show that customers who buy product through indirect channels will soon represent a $10 billion market in high-performance metalworking. We are building great presence in China, Brazil, Russia, and India, as well as strengthening our position in mature markets such as Europe and the US.  Our launch of the WIDIA Products Group here at IMTS 2010 proves we also see manufacturing in this hemisphere as an extremely important sector for continued growth.


WIDIA Products Group - 800.979.4342

WIDIA-brand products and services have defined innovation in the metalcutting industry for more than 80 years — from the world's first patent for carbide indexable inserts to the development of the world's first coated grades. The WIDIA brand offers a complete portfolio of precision-engineered products and custom solution services. With thousands of milling, turning, holemaking, and tooling systems products available through a worldwide network of authorized distributor partners, you'll find everything you need from one single source.