Via della Meccanica,19
Z.I. del Basson 37139 Verona – Italy
Via della Meccanica,19
Z.I. del Basson 37139 Verona – Italy
SSAB, after having acquired by incorporation the prestigious Finnish steel group RUUKKI, has decided to reorganise the different brands registered by both groups and to improve the characteristics of the structural steels by introducing a prestigious range with a thickness that goes from 0.7 mm to 160 mm, grouped under the single umbrella of the new owner SSAB.
After an intensive advertising campaign by the marketing department in Stockholm, at the end of the INTERMAT Exhibition in Paris last April, it was decided that the Strenx Performance Steel brand would become official starting from 1 June 2015. It was also decided to keep both brands for a period of time to allow all operators to adjust to this momentous change and integrate the new range in the technical, design, sales and purchasing departments and in all the other areas involved.
The HARDOX brand, world leader of wear-resistant steel with different grades of resistance will not be changed; the new Strenx brand will however benefit the production by providing new impetus and new shapes (even tubular) to structural steel plates.
During this transformation SSAB has had time to improve the performance of the steels, exploiting the latest technological improvements, so that this new beginning will not only be characterised by the new Strenx name but also by concrete benefits in terms of workability, cold forming, consistent tolerances (the strictest ever) and weldability, in favour of all the recent welding innovations. We can say therefore that from now structural steel plates with thickness ranging from 0.7 mm to 160 mm and various grades of resistance have one single identity and are available under one single brand.
Venturi Acciai is also involved in this evolutionary process and must reorganise its entire historical documentation; it also has the not easy task of informing all customers that are not directly reached nor reachable by the communications sent by SSAB. The company signs, headed paper and detailed information, must have a new format and must be thoroughly revised to avoid misunderstandings and possible damage, not only in terms of image.
The message conveyed by the Strenx (which stands for high-strength) brand identifies the main mechanical requirement of steel with high yield point, and is an essential value to design a structure. The WELDOX brand is not the only one to be replaced to give new appeal to a brand that is far from obsolete and that is well known and appreciated at international level; other brands like DOMEX, DOCOL and OPTIM will be grouped under a single brand.
Knowing SSAB, Venturi Acciai is certain that it has already correctly carried out all the necessary changes as regards technical data, information and standards so that the products can be introduced and accepted by the market without exceptions. Time will however be required to clearly explain the essence of this change.
The brief and clear official communication sent by SSAB is as follows:
SSAB is launching Strenx – The new brand for High Strength Steel
SSAB is launching Strenx, a new high-strength structural steel product brand, which offers the most extensive portfolio of high-strength steels on the market. This will open up new competitive possibilities for customers to make stronger, lighter and more sustainable products.
Strenx is designed for sectors where structural strength and weight savings are key competitive factors, especially in the lifting, handling and transportation…
The simplicity of this statement, underlines the confidence of the manufacturer SSAB, which has no doubts about the complete acceptance of the brand by the steel word.
After all, whoever has already worked with the various SSAB and RUUKKI grades of steel is already aware of the seriousness of these manufacturers that for decades have met the requirements of the boldest designers.
We will return to this matter with other communications and documented cases and work experiences that will follow the launch of this new era.
di Giancarlo Moglia
Senior Consulting
