The Hindu Business Line : Leyland re-brands design, engineering services unit

Chennai, Nov. 29 Ashley Design and Engineering Services (ADES), part of the Hinduja Group’s flagship company Ashok Leyland, has been renamed as Defiance Technologies.

This “re-branding”, Ashok Leyland hopes, will resonate well with potential customers in the US, who are familiar with the Detroit-based Defiance Testing and Engineering, a company that Ashok Leyland acquired last year.

Defiance Testing and Engineering has capabilities for doing physical testing of vehicles and components.

ADES has strengths in design and virtual manufacturing. The combination, Ashok Leyland expects, will be a good selling point both in India and abroad.

“With ADES, we will be able to push, pull, shake, break and fix,” says Dr V. Sumantran, Executive Vice-Chairman, Hinduja Automotive Ltd, referring to the gruelling tests that a vehicle undergoes at Defiance Testing’s facilities.

The Hinduja Group hopes to acquire customers from automotive and aerospace verticals in India, who stand to gain from testing capabilities and problem solving capabilities of Defiance Testing and Engineering coupled with design services of ADES, now Defiance Technologies.

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