Novelis aims for prime position with secondary
Apr 08, 2014 | 05:25 PM
| Nathan Laliberte
LAS VEGAS As Novelis Inc. continues to invest heavily in scrap utilization programs and technology in North America, South America, South Korea and Germany, the company is aiming to capture additional market share from manufacturers of prime-based aluminum alloys, Silverio J. Colalancia, Novelis director of recycling for North America, told AMM in an exclusive interview.
Numerous industry insiders, however, have questioned Novelis ability to maintain contracts with customers, particularly in the automotive sector, who traditionally have relied on alloys containing significant percentages of primary aluminum.
But those who doubt the long-term viability of scrap-based alloys have fallen victim to "dated thinking," Colalancia said. "I dont think there is any difference between prime-based metals and scrap-based metals."....
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