Dicor Pursues New Brand Strategy, Products

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Dicor Corp. is on the move with a new brand structure, a new solution for RV sidewalls and a record number of new products to introduce at the 47th Annual National RV Trade Show Nov. 30 to Dec. 2 in Louisville, Ky.

“We have pushed hard to create many valuable new options for our OEM and aftermarket customers. We’ve developed some very exciting solutions for improving some of the RV’s most vital components,” said Dicor  President Gregg Fore in a news release. Dicor Corp. is a leading supplier to RV manufacturers. Based in Elkhart, its companies provide a range of products that improve the function, quality, safety and appearance of RVs. These companies include Alta Resources, Dicor Products, Seal Design and United Shade.

Vixen Composites: Advanced technology sidewalls

This lineup of products will be joined by the fall launch of a new company under the Dicor Corp. banner, Vixen Composites. Vixen will use a unique, computer-controlled process to manufacture advanced composite sidewalls for RVs. The completely automated process is the only one of its kind. It will offer a new, machine-engineered level of quality, and more options for the sidewall finish. ”This is a proprietary process that we’ve spent the last couple years developing,” said Fore. “There’s nothing else like it, and we expect it to address the typical problems now associated with sidewalls, while also improving manufacturing efficiencies for our OEM customers.”

Vixen is located at 2965 LaVanture Place in Elkhart, which by December will also become the headquarters of Dicor Corp. and several other affiliates. The $6.1 million startup and relocation project is symbolic of the company’s recent reorganized efforts to communicate a consistent corporate message across all product brands.

This new branding approach will be unveiled at the Louisville show, along with a number of new “impact” products that “will clearly emphasize Dicor Corporation’s leadership role in bringing advanced core products to the RV industry through the focused nature of each of our brands,” said Fore.

Communicating core values

“Right now, we offer what looks like an unrelated group of products. However, each product and each brand is driven by the same core values established at the corporate level. No matter what Dicor company they work with, customers will receive the same level of ‘whatever-it-takes’ service, product innovation, and leading-edge solutions across our family of brands. We want to be very clear, as a corporation, about what we stand for. And we think our new branding approach will more effectively communicate that.”

Among other things, the new brand structure will also clearly position Dicor Corporation as the overall corporate umbrella for all its affiliated brands. This includes distinguishing “Dicor Corp.” from “Dicor Products,” one of the five company brands associated with specific products.

“What Dicor Corp. brings to the table has been, and will continue to be, a family of brands that each contribute valuable, but distinctly different, core products that make RVs more marketable, while improving manufacturing efficiency,” said Fore.

Production start near for breakthrough product

At Vixen, the composite machinery is now being tested and its installation finalized. Initial production runs should begin in early October, and Vixen expects to have RVs sporting its new sidewall panels at the Louisville show. “This is truly an exciting product for us, as we believe we have the right chemistry and process to solve many common problems with sidewalls. For example, we can produce composite wall panels up to 10 feet wide at virtually any length,” Fore said.

Many new core components

Other product advances being introduced by Dicor Corp. at Louisville include:

• Seal Designs — Better sealing solutions to prevent leaks, including polyurethane spray insulation/sealant, an advanced new technology for superior exterior seals, and thermoplastic extrusion seals.
• Dicor Products — Very lightweight, European-styled cabinetry for lighter RVs. Also new, advanced TPO roofing and flooring products.
• Alta Resources — Multi functional remote, new and innovative Euro-style table bracket mounts and pedestals, TV slides and other products from Europe that are lighter, more stylish and extremely functional.
• United Shade — New SpaceSaver rollershade systems that can be motorized. Also cordless honeycomb shades.

“All of these new products are the result of our close relationships with RV manufacturers that have developed over years of working with them in sales, engineering and on the shop floor,” said Fore. “We want them to rely on us as a manufacturing partner, and we’ve pledged to bring them the best solutions we can find. With the launch of Vixen, and the developments with our other brands, we think we can help our OEM partners seize some ripe new opportunities to significantly enhance the RV product and the RV experience of the retail customer.”