LAS VEGAS (Oct. 31, 2007) — Hella has long been considered a lighting manufacturer, but the company announced this year it is branching out to other areas, like electronics and thermal management systems. “We want to promote Hella as more than lighting,” says Alfredo de la Vega, marketing manager for the company. Its joint venture with Behr, which is also known as Behr Hella Service, is part of Hella’s repositioning strategy to supply more than just specialty lighting to the industry. The company now offers, through its joint ventures, complete vehicle modules, air conditioning systems and electric systems. But de la Vega stresses that Hella still has a strong focus on its lighting line, but now offers a more comprehensive reach. “Overall, it’s a complete package of products,” he says, adding the products will accommodate everything from European to heavy-duty applications. The company has been in business for more than 100 years, and business has doubled over the past year, says de la Vega. |