GE Additive, a subsidiary of GE Aerospace for industrial 3D metal printers and powders, is now operating under the new name Colibrium Additive. The renaming is part of a realignment of the company as an independent brand within the GE Aerospace Group.
“Although we are changing our name, we remain fully focused on our customers, quality and reliability. We will continue to lead the way in additive manufacturing and make a positive impact,” explains Alexander Schmitz, CEO of Colibrium Additive.
The new name is intended to symbolize the expertise and close collaboration with customers on their journey to additive production. It also reflects the company’s ambition to lead the industry with reliable and scalable manufacturing solutions.
As part of the name change, the brand names Concept Laser and Arcam EBM will be discontinued for the 3D printers. The AP&C powder division will undergo a slight overhaul of its brand identity. A global marketing campaign will establish the new Colibrium Additive brand from May.
A new website is already online, but will be further expanded and a German version added before the RAPID + TCT trade fair at the end of June. The Canadian powder division AP&C will also have a new website.
GE is using the repositioning as Colibrium Additive to emphasize its transformation into the focused aerospace division of GE Aerospace. At the same time, the company is positioning itself as a leading solution provider for the additive industry.
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