The automotive industry serves as the proving ground. "We are a big supplier to the automotive market," says Pursey. "And we have shown through extensive tests that an aluminum vehicle is every bit as safe in crash tests and sometimes even safer than steel. The same principle applies when you are talking to someone who is making a refrigerator and concerned about whether this stuff is going to dent." The range of decorative options helps overcome most objections. "We just wanted to give architects and designers an alternative to what is currently available," says Ricci. The product line covers a wider range of colors; offers lighter weight, which can be really important in some instances, such as ceilings; and offers greater color consistency and availability. "That is especially important when you have color anodized," he adds. "Often when you have color anodized you don't have the range of colors and many times the consistency isn't there. With this product we have overcome those problems."
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