Trading Up
Our Solarban® Acuity™ Market Strategy
By Vitro Architectural Glass
The Opportunity
Since we first launched Acuity™ low-iron glass last summer, our research has confirmed what architects want in a high-performance vision glazing product: less green than clear glass and more visible light transmittance (VLT) at an affordable price point—attributes our competition cannot offer in a single product.
Our experience also has suggested that low-iron glass is one of the most value-engineered product categories. With Solarban® Acuity™ glass, price is on our side. Now, you can provide architects with the crisp clarity they want for façades and vision glazing by providing a more affordable low-iron option than the competition.
Transforming the Low-Iron Category
Ultimately, we hope to transform the perception in the marketplace of low-iron glass by providing a high value product. While most architects today consider low-iron glass a specialty product, we hope, in time, Acuity™ glass will be seen as a utility product used everywhere Solarban®-coated clear glass might normally be used.
In 2020, Vitro will focus on encouraging architects to upgrade their specifications to Solarban®-coated Acuity™ glass over Solarban®-coated clear glass. If we succeed, you, in turn, will be able to upgrade your margin.
Your support of this strategy will be critical to the product’s success. By maintaining a value price point for Solarban®-coated Acuity™ glass over Solarban®-coated clear glass, we can transform the low-iron category and help architects design better, brighter high-performing buildings for years to come.
Acuity™ glass is available now in 6mm, 8mm and 10mm thicknesses with or without all of the coatings in the Solarban® glass family.
We encourage you to contact your Commercial Account Manager (CAM) for strategic planning, forecasting and market position insight.
