Elkhart Supplier Dicor Corp. Reinventing Itself
Dicor Corp. is pulling things together, both literally and visually.
As the company prepares to make several product introductions at the 48th Annual National RV Show, Nov. 30-Dec. 2 in Louisville, Ky., it was in the process of moving its corporate headquarters and a number of affiliate companies to a new, shared Elkhart, Ind., location. Also in the works was a corporate rebranding effort to more closely identify the corporation’s various units under the Dicor umbrella.
The privately held northern Indiana industry supplier, with some 100 employees, was doing all that while launching Vixen Composites, a new business unit that uses a computer-controlled system to manufacture “advanced composite” RV sidewall panels up to 10 feet wide and 45 feet or more in length.
Dicor Corp. President Gregg Fore said the new brand identity, kept under wraps until its unveiling in Louisville, will help customers see both visually and “in practice” that the corporation encompasses not only Dicor Products but also Alta Resources, Seal Design and United Shade, along with the new Vixen unit.
Alta Resources, Seal Design and Dicor Products will share facilities with Vixen, at 2965 LaVanture Place in Elkhart, after moves to be completed by December, Fore said. Part of United Shade and the company’s Window Expressions division, which serves the commercial and residential building markets, will share the older Dicor on the city’s north side facilities.
A company news release explained that 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.”
“Right now, we offer what looks like an unrelated group of products,” said Fore, chairman for 2011 of the Recreation Vehicle Industry Association (RVIA). “However, each product and each brand is driven by the same core values established at the corporate level. 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.”
Fore said the unique Vixen Composites manufacturing process addresses the “typical problems” associated with sidewalls. The finished product is entirely seamless, down through the substrate, and includes no wood. It’s cured at temperatures of more than 250 degrees to prevent the “post forming” esthetic flaws that sometimes result when resins are cured at lower temperatures, Fore said.
“This is a proprietary process that we’ve spent the last couple years developing,” he noted. “It uses technology that is a mix between existing technology and new technology that we’ve paired with it that enables us to scale the process and size so we can produce a panel up to 10 feet wide and in virtually any length.”
A number of towable RVs are expected to be on display at the Louisville show featuring new sidewalls from Vixen Composites. Vixen’s customers also include Class A motorhome builders, said Fore, adding that Vixen’s products also have potential applications in commercial transportation, the marine sector and in building construction.
Dicor Corp.’s varied divisions are also planning on introducing several other new products or improvements for OEM and aftermarket customers in Louisville.
Seal Designs will display new thermoplastic extrusion seals, a polyurethane spray insulation/sealant and “an advanced new technology” for exterior seals. Dicor Products, in turn, will unveil lightweight, European-style RV cabinetry and new roofing and flooring products.
Alta Resources’ new offerings include Eurostyle table bracket mounts and pedestals, TV slides and a multifunctional remote control, while United Shade plans to introduce cordless honeycomb shades and new “SpaceSaver” rollershade systems that can be motorized.