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In early September, we welcomed our new EMEA Brand Manager, Kevin Torfs, as Dries Van den Bergh stepped into a full-time role within Axalta. Kevin’s been with the brand for over 13 years, based in our Mechelen offices in Belgium, so many of you may already know him.

Introducing our new Cromax EMEA Brand Manager – Kevin Torfs

Kevin Torfs becomes the Cromax Brand Manager for EMEA, effective 1 October

Back to the future
“I am very happy about my new role in such a strong brand. People may forget that we have nearly 100 years of history behind us just because we changed our name and our visual identity five years ago. But we are not a new brand. We’re still the brand that drives productivity at every stage of the paint repair process. And our entire offering supports that, both inside and outside the spraybooth,” says Kevin.

The digital revolution
Two years ago, it was estimated that half of the world’s population was connected to the internet. And our industry is currently experiencing its own digital revolution. “At Cromax, our attention is squarely on everything digital,” says Kevin. “We believe in continual innovation and we are focused on bringing you the most advanced tools, processes and value-adding services that will help you achieve improved productivity and optimised workflows. So, we will be talking to you about digital innovation a lot in the upcoming months.”

And digital is only the start. We’re working tirelessly to offer solutions that reduce energy consumption and therefore lower bodyshop energy costs. And, because our industry is evolving, training and so continuous professional development, is vital.

Kevin concludes, “One thing is for sure: our brand is going from strength to strength and it is easy to see that the next chapter of our evolution will be an exciting one. I look forward to leading us into it.”

Please join us in welcoming Kevin into his new role, and of course wishing Dries all the best in his new position.  



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