Painting & Coating Industry (PCI) logo Powder coating summit logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • MATERIALS
  • TECHNOLOGIES
  • RESOURCES
  • EVENTS
  • DIRECTORIES
  • EMAGAZINE
  • CONTACT
  • SIGN UP!
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest News
  • Market Trends & Reports
  • Price Alerts
  • Subscribe to eNewsletters
  • Global Top 10/ PCI 25
  • Weekly Featured Article
  • COATLE Word Game
  • PRODUCTS
  • Product News
  • Must See Products and Services
  • MATERIALS
  • Additives
  • Resins/Polymers
  • Pigments
  • Equipment
  • Distributors
  • TECHNOLOGIES
  • Adhesives
  • Architectural Coatings
  • FINISHING
  • Industrial Coatings
  • Nanotechnology
  • Powder Coatings
  • Solventborne
  • Special Purpose Coatings
  • Sustainability
  • UV Coatings
  • Waterborne
  • FINISHING
  • Finishing News
  • Finishing Technologies
  • Finishing Equipment
  • Finishing Today
  • RESOURCES
  • Columns
  • Blogs
  • Coatings Supplier Handbook
  • Podcasts and Videos
  • PCI Store
  • Classifieds
  • eBooks
  • Sponsor Insights
  • White Papers
  • COATLE Word Game
  • Columns
  • Ask Joe Powder
  • Did you know?
  • Distribution Dive
  • Focus on Canada
  • Formulating With Mike
  • Innovation Insights
  • Moody's Coatings Conundrums
  • Powder Coating Perspectives
  • Target the Market
  • TiO2 Insider
  • Blogs
  • Editor's Viewpoint
  • Industry Insights
  • Podcasts and Videos
  • COAT-IT! Podcast
  • Videos/PCI TV
  • EVENTS
  • Coatings Trends & Technologies Summit
  • Paint and Coatings Academy
  • Webinars
  • Calendar of Events
  • Lifetime Achievement Award
  • DIRECTORIES
  • Buyer's Guide
  • Equipment Directory
  • Materials Directory
  • EMAGAZINE
  • Current Issue
  • eMagazine Archive
  • China Issue Archive
  • Editorial Advisory Board
  • CONTACT
  • Contact Us
  • Advertise
  • Subscribe to eMagazine
  • Subscribe to eNewsletters
Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • FINISHING
      • Finishing News
      • Finishing Technologies
      • Finishing Equipment
      • Finishing Today
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
  • RESOURCES
    • Columns
      • Ask Joe Powder
      • Did you know?
      • Distribution Dive
      • Focus on Canada
      • Formulating With Mike
      • Innovation Insights
      • Moody's Coatings Conundrums
      • Powder Coating Perspectives
      • Target the Market
      • TiO2 Insider
    • Blogs
      • Editor's Viewpoint
      • Industry Insights
    • Coatings Supplier Handbook
    • Podcasts and Videos
      • COAT-IT! Podcast
      • Videos/PCI TV
    • PCI Store
    • Classifieds
    • eBooks
    • Sponsor Insights
    • White Papers
    • COATLE Word Game
  • EVENTS
    • Coatings Trends & Technologies Summit
    • Paint and Coatings Academy
    • Webinars
    • Calendar of Events
    • Lifetime Achievement Award
  • DIRECTORIES
    • Buyer's Guide
    • Equipment Directory
    • Materials Directory
  • EMAGAZINE
    • Current Issue
    • eMagazine Archive
    • China Issue Archive
    • Editorial Advisory Board
  • CONTACT
    • Contact Us
    • Advertise
    • Subscribe to eMagazine
    • Subscribe to eNewsletters
  • SIGN UP!

A Bright Outlook

By Joe Maty
September 1, 2001
Huntsman Tioxide adds to TiO2 output capabilities and looks to take advantage when economic growth returns.

Huntsman Tioxide's Greatham, U.K., titanium dioxide production complex.
Despite economic weakness and uncertain growth prospects in the world's key industrial markets, Huntsman Tioxide - the global titanium-dioxide business acquired by U.S.-based Huntsman Corp. from ICI plc two years ago - is counting on greener pastures for the indispensable white pigment.

That's the message conveyed by Rob Louw, a top Huntsman Tioxide executive at the company's headquarters complex in Billingham, U.K., who discussed recent developments and future prospects for the world's number-three TiO2 supplier during a recent interview.

Louw, senior vice president, Commercial, said that under Huntsman ownership, Tioxide is "looking to grow the business. That's a definite change from the previous ownership." ICI, by contrast, had made it clear before the sale of Tioxide that it was hitching its future prospects to specialty chemicals and coatings, and would jettison its basic and commodity chemicals holdings such as TiO2 maker Tioxide.

Huntsman, meanwhile, offers no apologies about its embrace of basic-chemicals businesses such as TiO2. Salt Lake City-based Huntsman, a privately held concern located far from the whims of Wall Street, apparently sees such old-economy industries as solid investments. Huntsman paid approximately $2.8 billion in acquiring Tioxide and ICI's polyurethanes units, along with petrochemical holdings in mid-1999.

Since then, Huntsman has embarked on a number of growth initiatives for Tioxide that, while not seismic in scale, certainly demonstrate that Huntsman views TiO2 as a valuable asset in its chemicals portfolio.

Making the biggest wave, of course, was the company's announcement a little more than a year ago that it would conduct a feasibility study to weigh the possibility of building a 50,000-metric-ton-per-year TiO2 plant in China based on the company's ICON technology. Since then, Louw said Tioxide has evaluated a number of possible plant sites and continues to examine factors such as cost, economic-growth trends in the Asia-Pacific region, and the risks inherent in investing in major production capacity in China.

"It's not if, it's when," Louw said of prospects for the Chinese TiO2 plant. At this point, however, Tioxide is also considering expansion opportunities in Europe and North America, he said.

Actually, China's domestic economy is only one piece of the puzzle when gauging the drift of the economic winds in the Asia-Pacific region, Louw is quick to point out. China has continued to register strong growth numbers in recent years, but "other economies are not doing so well," he observes.

Meanwhile, Tioxide is busy elsewhere in the region, expanding the capacity of its TiO2 plant in Malaysia to 56,000 metric tons (mt) per year. Tioxide currently supplies Asia-Pacific customers from that plant and with exports from Europe.

Other Tioxide sites are seeing expansion, as well. At the company's Greatham Works, near Hartlepool, U.K., Tioxide is building a new "ICON" production facility that is scheduled to begin operation next year. The plant will bring the site's total TiO2 capacity to 100,000 mt/year, a gain of 20,000 mt from existing capacity. The new facility will be the second ICON plant at the Greatham works, joining a unit that went into production in 1989 and has been upgraded since then. Another unit at the site, which employs "much older technology," will be decommissioned when the second ICON unit goes into operation next year, Louw said.

When the new plant is completed, Louw said the Greatham works will surpass the company's Huelva, Spain, production site as the company's lowest-cost TiO2 operation. The Huelva site also is getting an upgrade, as Tioxide expands output there by 17,000 mt, to 94,000 mt/year, with the additional capacity due to begin operation in 2003.

Tioxide's ICON technology was developed in the mid-1980s and, Louw said, is "unique to Tioxide as we are the only TiO2 producer to operate a plasma-based integrated chlorination and oxidation unit" - hence the name ICON. The technology, combined with other advances, make the Greatham ICON plant one of the most highly competitive facilities in the world in terms of cost effectiveness, Louw said. "The plant is very reliable and also produces world-class quality pigments," he said. The ICON system has been installed only at the Greatham works, but will be employed at all new Tioxide production sites, he said.

Tioxide says the expansions in the U.K. and Spain will strengthen the company's position as the top TiO2 producer in Europe. Huntsman Tioxide President and CEO Peter R. Huntsman, in announcing the most recent expansion - at the Huelva site - said the upgrade is "a further demonstration of our commitment to the titanium dioxide industry and to our customers." The project and other expansions reflect the company's move to "further globalize our business," he said.

Douglas Coombs, Huntsman Tioxide president, said the company "is moving fast with targeted, competitive expansions which will significantly reinforce our ability to serve our customers."

In North America, Louw said, production also has increased at the Lake Charles, LA, TiO2 plant operated jointly by Tioxide and Kronos Inc. in a 50-50 joint venture. The site currently produces nearly 140 mt per year.

Since the acquisition by Huntsman, Louw said Tioxide's total production has risen slightly, going from 520,000 mt per year to around 540,000 mt currently. But with the additional capacity upgrades under way, the company is poised to take advantage of stronger economic growth in the world's key economies - growth that the experts are forecasting to arrive late this year and in 2002.

Louw said Tioxide is currently forecasting that TiO2 prices will remain soft in Europe for the remainder of this year, with strengthening anticipated in the first half of next year, reflecting expectations of stronger economic growth and a better showing by the euro. In the United States, a pickup in the economy - and thus stronger TiO2 demand - is anticipated to arrive in the fourth quarter of this year, with Asia expected to follow suit shortly afterward.

"Obviously this year is not a good year, but in relative terms, we're doing a lot better than we have in the past" during such economic troughs, he said. "Despite the downturn, the company (Huntsman) is investing in us.

"The important thing is to try to sustain investments to take advantage of when things do improve."

Regarding the challenges posed by the coatings market, Louw said Tioxide is seeking to ensure optimal product attributes by focusing on coatings applications at certain production sites. A case in point is the company's site in France, which is totally dedicated to making coatings grades. The company's Greatham and Lake Charles sites also primarily manufacture coatings grades.

The introduction of new TiO2 grades occurs only slightly more often than the Chicago Cubs win the World Series, but Louw said Tioxide will soon roll out a new, durable TiO2 grade in Asia and Africa. The product will offer a sulfate-process counterpart to a chloride-process grade that is already available, he said.

Louw said Tioxide is focused on "delivering the product on time every time, and on spec," ensuring product consistency, and providing product attributes geared to specific end uses.

Offering some perspective on Tioxide, post-acquisition, Louw said ownership by Huntsman has provided a boost. "It's helped us to have strong ownership. It has enabled us to grow again," he said. Huntsman has essentially taken a hands-off approach to the business, allowing Tioxide's management to continue programs to improve customer service and expand product offerings while striving to improve competitiveness.

"Huntsman leaves it up to Tioxide management to run the business," he said, "as long as we deliver."

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • PCI-0724-Global10-Feature-1440.png

    2024 Global Top 10: Top Paint and Coatings Companies

    Who ranks on top? PCI’s annual ranking of the top 10...
    Global Top 10 and PCI 25
    By: Courtney Bassett
  • PCI-0724-PCI25-Feature-1440.png

    2024 PCI 25: Top Paint and Coatings Companies

    PCI's annual ranking of the top 25 North American paint...
    Paint and Coating Market Reports
    By: Courtney Bassett
  • pci1022-Kinaltek-Lead-1170.jpg

    A Novel Pigment Production Technology

    Following an extensive R&D program that demonstrated...
    Paint and Coating Pigments
    By: Jawad Haidar and Nitin Soni
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Subscription Customer Service

The Coatings Minute: Your Inside Look at PCInnovations

The Coatings Minute: Your Inside Look at PCInnovations

CTT Registration Now Open

CTT Registration Now Open

The Coatings Minute: Your Guide to the 2025 Coatings Supplier Handbook

The Coatings Minute: Your Guide to the 2025 Coatings Supplier Handbook

The Coatings Minute: Print Returns with PCI’s New Showcase Issue

The Coatings Minute: Print Returns with PCI’s New Showcase Issue

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the PCI audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of PCI or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Modern arapartment complex painted in bright colors.
    Sponsored byEPS - Engineered Polymer Solutions

    Architectural Polymers Leading the Way in Coatings Innovation

  • paint sprayer in a workshop
    Sponsored byallnex

    Enabling Performance and Compliance: allnex Introduces a New Line of VOC Exempt Solvent-Borne Resins

Popular Stories

BASF SE Logo

BASF Reportedly Eyes Exit from Coatings

No. 7 BASF Coatings

BASF Comments on Potential Sale of Coatings Business

No. 3 AkzoNobel

AkzoNobel’s $1.4B Divestment Signals Strategy Shift



PCI Buyers Guide

Submit a Request for Proposal (RFP) to suppliers of your choice with details on what you need with a click of a button

Start your RFP

Browse our Buyers Guide for manufacturers and distributors of all types of coatings products and much more!

Find Suppliers

Events

September 3, 2025

Coatings Trends & Technologies Summit

The Coatings Trends & Technologies (CTT) Summit is an annual conference for both liquid and powder coatings formulators and manufacturers to discuss innovations in coatings technology. This event combines high-quality technical presentations, a resource-rich exhibit hall, and dedicated networking opportunities to connect scientific minds, foster innovation, and cultivate game-changing new ideas!

January 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Longest-running laboratory experiment

What is the longest-running laboratory experiment?
View Results Poll Archive

Products

CTT Summit Short Courses (Live 9/3/25)

Coatings Trends & Technologies Summit is expanding its offerings with four short courses. These short courses will offer an extensive day of interactive learning.

See More Products
pci  webinar april 2025

PCI CASE EBOOK

Related Articles

  • A Bright Future With UV Curing

    See More
  • soy beans in coatings

    Soy Technology Paints a Bright Future for Sustainable, High-Performance Products

    See More
  • ResinsPolymers-123469626.jpg

    ACC’s Year-End Review Predicts Positive Outlook for American Chemistry After a Tough Year

    See More

Related Products

See More Products
  • social media

    Optimizing Social Media from a B2B Perspective

  • pci january 2020

    PCI January 2020 Issue

  • pci march 2020

    PCI March 2020 Issue

See More Products

Related Directories

  • Orion S.A.

    Orion manufactures specialty carbon blacks for paint, coatings, ink, toner, adhesives, polymers, batteries, tires and rubber goods. Our specialty carbon blacks tint, colorize, impart conductive properties to, and enhance the performance of paints and coatings. The company runs 15 production sites and four Applied Technology Centers worldwide.
  • Orion S.A.

    Orion manufactures specialty carbon blacks for paint, coatings, ink, toner, adhesives, polymers, batteries, tires and rubber goods. Our specialty carbon blacks tint, colorize, impart conductive properties to, and enhance the performance of paints and coatings. The company runs 15 production sites and four Applied Technology Centers worldwide.
  • Blasdel Enterprises Inc.

    Blasdel Enterprises manufactures industrial ovens including electric infrared and gas catalytic, high-volume air, convection and conveyor ovens plus standalone conveyors and UL508A control panels.
×

Keep the info flowing with our eNewsletters!

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey & Sample
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Youtube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • FINISHING
      • Finishing News
      • Finishing Technologies
      • Finishing Equipment
      • Finishing Today
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
  • RESOURCES
    • Columns
      • Ask Joe Powder
      • Did you know?
      • Distribution Dive
      • Focus on Canada
      • Formulating With Mike
      • Innovation Insights
      • Moody's Coatings Conundrums
      • Powder Coating Perspectives
      • Target the Market
      • TiO2 Insider
    • Blogs
      • Editor's Viewpoint
      • Industry Insights
    • Coatings Supplier Handbook
    • Podcasts and Videos
      • COAT-IT! Podcast
      • Videos/PCI TV
    • PCI Store
    • Classifieds
    • eBooks
    • Sponsor Insights
    • White Papers
    • COATLE Word Game
  • EVENTS
    • Coatings Trends & Technologies Summit
    • Paint and Coatings Academy
    • Webinars
    • Calendar of Events
    • Lifetime Achievement Award
  • DIRECTORIES
    • Buyer's Guide
    • Equipment Directory
    • Materials Directory
  • EMAGAZINE
    • Current Issue
    • eMagazine Archive
    • China Issue Archive
    • Editorial Advisory Board
  • CONTACT
    • Contact Us
    • Advertise
    • Subscribe to eMagazine
    • Subscribe to eNewsletters
  • SIGN UP!