E-shots Web-exclusive: ATS reinforces brand as >ASS

The Cologne, Germany-based company >ASS< Automation Systems Schwope has traded on its acronym, which means “ace” in German, for more than 25 years, but only recently did its seven-year-old U.S. subsidiary, >ATS< Automation Technology Schwope Inc. (Livonia, MI; www.eoat.net), adopt that appellation. It finally has “the nerve,” according to the company, and has been renamed >ASS< End of Arm Tooling Inc. for the North American market to preserve brand awareness.