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Letter to the Editor
Thursday October 14
Sherwin-Williams Enters Venezuelan Market
Sherwin-Williams Automotive Finishes Corp. has announced its latest entry into Latin America. The company launched Sherwin-Williams Pinturas de Venezuela, S.L.R. in June, 2004, based in Valencia, Venezuela and is already experiencing positive results. The announcement was made by Michael Cash, Vice President-International of Sherwin-Williams Automotive Finishes Corp.“We are thrilled to enter the Venezuelan market as it represents such a large opportunity for our company,” said Cash. “Venezuela is the third largest market in South America, and the fourth largest in Latin America. Our entry here broadens our scope in Latin America – reinforcing our leading market share in the region – with penetration in Brazil, Argentina, Chile, Peru, and now Venezuela. We will use this expansion to develop further into other Andean Pact nations.”
Sherwin-Williams initially will not have manufacturing facilities in Venezuela. It will sell its imported products through local distributors. The company is supported by a strong team of 18 sales and marketing representatives led by Ramon Verde, Sales Manager. Verde, a native of Venezuela, has 28 years of experience in the automotive refinish industry.
“We are fortunate that Sherwin-Williams already has strong brand awareness in Venezuela, thanks to our wide distribution of both automotive and consumer house paint throughout the country,” explained Cash. “In general, Venezuela holds American brands in very high esteem, and we are capitalizing on this positive momentum.”
To acclimate the new sales representatives to Sherwin-Williams Automotive Finishes Corp. and its products, the company brought the team to Mexico for training. The employees spent two weeks learning everything from the history of the company and corporate culture to color match and paint application. This training was then followed by a thorough on-site curriculum.
“The Venezuelan market is developing quickly in terms of technology, and many facilities are beginning to use urethane paints, rather than lacquers,” said Cash. “We have been very successful introducing newer technologies to the market, and we expect this to accelerate our growth next year.”
This new market entry is Sherwin-Williams Automotive’s fourth international alliance within the last year. In April, the company announced the acquisition of a majority interest in Shanghai Kinlita Chemical Co., Ltd., based in Shanghai, China. The company, now named Sherwin-Williams Kinlita Co., Ltd., operates under the direction of Sherwin-Williams Automotive Finishes Corp.
Sherwin-Williams Automotive also acquired ScottWarren France, based in Perpignan, France. It also recently entered the South African market through a strategic alliance with Chemical Specialties Inc. Ltd. by which the country’s leading paint distribution company sells Sherwin-Williams Automotive-branded automotive products through its established distribution channels.
Sherwin-Williams Automotive Finishes Corp. manufactures and distributes a complete line of technologically advanced coating systems for both automotive and class 8 truck OEMs, as well as the automotive and fleet refinishing industries.
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