From Surface Solutions to a Broader, Quicker Portfolio

SUSONITY recently unveiled its new identity, marking a significant step in the company's evolution. PCI Magazine sat down with Susonity's Michael Weiden, Global Head of Commercial, and Carsten Plueg, Head of Innovation and Application for an interview to discuss the strategy behind the rebrand, the company vision, and the outlook for what is to come with this change.  

PCI: What are the underlying strategic motivations for the rebranding from EMD Electronics' Surface Solutions to Susonity, especially considering the recent divestiture completed on July 31, 2025?

PCI: What are your short-term and long-term commercial goals?

Weiden: Short-term, our goal is to solidify our position in existing markets by working closely with customers and stakeholders. Long-term, we aim to expand our collaborative efforts and deliver the most comprehensive coatings solutions portfolio in the market. It's an exciting time for us, full of growth and opportunities.

PCI: How will Susonity foster collaboration with paint and coatings manufacturers?

Weiden: Collaboration is really at the heart of how we work. As SUSONITY, we're strengthening partnerships with paint and coatings manufacturers by staying closely connected to our customers, offering technical expertise, and providing hands-on application support within our labs. We ensure continuity while introducing new innovations and solutions that help our customers succeed. For us, collaboration is the foundation for long-lasting partnerships and shared innovation.

PCI: How does becoming SUSONITYstrengthen your customers' ability to innovate and stay ahead of market trends?

Plueg: Our focus is on agility as a core capability. We can now move faster, operate more efficiently, and respond more directly to customer needs and market shifts. This closer connection fosters rapid collaboration and innovation, which helps customers navigate shifting conditions. We're already seeing how this agility influences the way partners engage with us.

PCI: How will the transition to SUSONITYimpact your customers?

Weiden: Our goal is for customers to see no disruption—their day-to-day experience will stay the same and seamless. Our customers can expect the same trusted brands and products, now supported by a larger manufacturing footprint and enhanced capabilities. Our commitment to service and quality remains unchanged.

PCI: What current and future trends or challenges do you see in the coatings industry?

Weiden: The industry continues to seek innovation, sustainability, performance, and durability—while balancing market competitiveness. Business continuity and supply security are more critical. We're seeing exciting advances in sustainable and high-performance pigments, from bio-based materials to next-generation effect pigments. We're expanding into more applications and reaching broader markets than ever before.

PCI: What excites you most about the future for SUSONITY? 

Weiden: The future is truly colorful for us. What excites me most is that our employees and customers will shape that future together. As we re-establish ourselves as Susonity, we see an opportunity not just to bring color to the world, but to redefine what pigments can achieve in performance, sustainability, and design.

Find the overall article on PCI website, Paint & Coatings Industry