We got a pretty funny news release on the fax today from Automation Technology Schwope Inc., a supplier of end-of-arm tooling and other secondary custom machinery for the plastics industry. Until today, the company has been known as ATS. ATS, in Livonia, Mich., was founded in August 2000 as a subsidiary of ASS Maschinenbau GmbH of Cologne, Germany. "At the time, we did not have the nerve to adopt the name of the parent company, which translated in German means 'Ace,'" the June 28 news release says. But now, the company is announcing a name change, to ASS End of Arm Tooling Inc.
The reason for the name change now is because brand name awareness becomes very important in the global economy. The German parent company has been doing business for more than 25 years in 28 different countries under the name ASS Automation Systems Schwope, therefore it was decided to adopt the ASS name for the North American market.Well, I hope the folks up in Livonia have a good sense of humor, and don't mind being the butt of my joke today... (sorry, I couldn't resist).