NEW ROCHELLE, NY — P.O.R. Products Inc., New Rochelle, New York, has established a new business unit that focuses on the automotive refinish market. The addition of this unit is a complement to the company’s Rust Preventive business and the POR-15^® brand. P.O.R. Products can now provide customers a complete solution for their automotive coating needs from primer to outer finish. The leaders of P.O.R. Products are excited to bring nearly a century of coating development and manufacturing experience to the automotive refinish market. The opportunity will allow P.O.R. Products to advance existing technologies and bring new ideas to the market. Decades of distribution and manufacturing experience gives P.O.R. Products the capability to deliver high-performance, high-quality products while maintaining strong business relationships with its customers.

To lead the sales department of the new division, P.O.R. Products Inc. welcomed Craig Robatzek as its new Vice President of Sales – Refinish Division. Robatzek brings with him over 37 years of experience in application and sales training, product development, and brand building in the automotive refinish coatings industry.

On the technology front, P.O.R. Products Inc. has added Christopher Diangelo to the team as Technical Manager. With over 22 years of automotive refinish experience, Diangelo has contributed to the developments and advancements in the formulation of auto refinish systems and remains on the cutting edge of the industry's product development in a variety of technologies.

Founded in 1923, P.O.R. Products Inc. (formerly Absolute Coatings) is a third-generation family-owned manufacturing business located in Metro New York. With roots in shellac, then polyurethane floor coatings, P.O.R. Products is a global supplier of performance coating products with its POR-15 Brand of products.