Final of MiCROTEC’s global branding strategy


Lucidyne becomes MiCROTEC Corvallis: A win-win situation for customers in North America, Down Under, and Europe

Two years ago, in the middle of the pandemic, MiCROTEC acquired the American market leader & pioneer in the field of AI-based scanner solutions LUCIDYNE. Exactly one year after the rebrandings of Finscan as MiCROTEC Espoo and Woodeye as MiCROTEC Linköping in Europe, which have taken place in the meantime, now the brand integration in America and Canada follows. The worldwide one brand strategy of MiCROTEC as the world-leading wood scanning solutions is entering its final phase. As of today, Lucidyne is MiCROTEC Corvallis. SPRINGER-MiCROTEC in Vancouver becomes MiCROTEC Vancouver and is one team together with Corvallis. MiCROTEC Corvallis is the MiCROTEC hub for the North American market as well as Australia and New Zealand. This integration means significant improvements for all MiCROTEC customers – worldwide.

Significantly expanded product range and increased presence in the USA and Canada

“Lucidyne’s excellent AI technology and outstanding service quality in one brand combined with a significantly expanded product portfolio and MiCROTEC’s global experience is the basis for a new strong player in the North American market,” explains Frank Jöst, CEO of MiCROTEC. More than 100 employees at two locations, complemented by a total of 400 global colleagues, are committed to strengthening and expanding the company’s position as a global leader in North America. “Our companies share the same values & vision, so this brand integration is the perfect evolution for us,” emphasizes Mark Hiatt, Managing Director MiCROTEC Corvallis & Vancouver.

More customer proximity for Australia and New Zealand

All MiCROTEC customers in Australia and New Zealand will be supported by MiCROTEC Corvallis. In terms of customer support, this means a similar time zone and thus a significant simplification of communication.

AI power for Europe on the rise

Since the start of the cooperation, one of the main goals has been to combine the state-of-the-art technologies of both companies. For Europe, this means above all integrating the revolutionary and patented Artificial Intelligence platform into the complete MiCROTEC product range and with this innovation step to bring the AI scale from logs to lumber scanners to the next level. All R & D teams are working together at full speed to achieve this goal. “We are very proud to be able to expand the competencies in the field of artificial intelligence for Europe with our US know-how,” emphasizes Patrick Freeman, to date CTO of LUCIDYNE. Since March 2022, the industry-wide AI icon is now also responsible for MiCROTEC as Chief Technology Officer. We are already looking forward to the launch of this further development in Europe.

MiCROTEC worldwide in distinctive turquoise

With the brand integration of Lucidyne, MiCROTEC’s turquoise is now the distinctive color of the leading scanner solutions for the wood industry worldwide and represents the company’s core brand values: innovation, striving for excellence, and teamwork. “This is also a strong signal to our European customers, to whom we will continue to offer even more innovative scanner and software solutions through global synergies and an enlarged team in product development,” states Arianna Giudiceandrea Chief Sales Officer MiCROTEC.



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