BASF’s ECMS rebrands as Metivo

BASF Environmental Catalyst and Metal Solutions has adopted the Metivo brand, a move unveiled during New York Platinum Week that underscores the division’s standalone role inside BASF Group. The change is meant to sharpen Metivo’s identity in mobile emissions catalysts and precious metal services and recycling as BASF pushes more independence across its standalone businesses.

Why it matters: - The rebrand gives BASF’s standalone catalyst and metals division a sharper market identity as it competes in automotive, aerospace, clean air technologies and the hydrogen economy. - The new brand also signals BASF’s continued push to give standalone businesses more independence and clearer paths to create value. - Metivo’s precious metals trading and recycling work positions the division in circular-economy services that matter as customers look for lower-emission and more resource-efficient supply chains.

What happened: - BASF Environmental Catalyst and Metal Solutions renamed itself Metivo, a business brand of ECMS and part of BASF Group. - The rebrand was officially unveiled during New York Platinum Week on Sept. 15, 2026, in Iselin, N.J. - Dirk Bremm, president and CEO of ECMS, described the launch as a new chapter for the business and said the company is aiming for a sharper identity and clearer ambition in its markets.

The details: - Metivo consists of the Mobile Emissions Catalysts and Precious Metal Services and Recycling businesses. - Since being carved out in 2023, the division has delivered strong earnings and cash contribution to BASF. - The business has been adapting to a changing automotive industry while expanding full-loop recycling services. - Under BASF’s “Winning Ways” strategy, standalone businesses are designed to respond faster to market requirements and strengthen their competitive position. - BASF has increased the entrepreneurial independence of these businesses and identified individual paths for each one to generate the greatest value. - ECMS’s path includes the rebranding to Metivo. - The division remains in BASF Group’s Surface Technologies segment. - Metivo will continue operating under existing BASF Environmental Catalyst and Metal Solutions legal entities. - Metivo operates globally in 14 countries with 4,400 employees and 30 sites. - The company said the new name reflects both its metals heritage and its innovative spirit.

Between the lines: - The branding shift appears designed to separate the division more clearly from BASF’s broader corporate identity while keeping the BASF connection intact. - The Metivo name also reinforces a message of continuity: the legal structure stays the same, but the commercial brand changes. - Bremm’s comments frame the rebrand as both a legacy play and a forward-looking move, which suggests BASF wants the business to be seen as specialized and adaptable rather than purely inherited.

What’s next: - Metivo will keep serving customers across mobile emissions catalysts and precious metal services and recycling under its new brand. - BASF’s standalone-business strategy will likely continue to shape how Metivo and other divisions are positioned, managed and marketed. - Customers and partners should expect the Metivo name to appear in place of ECMS while the underlying legal entities remain unchanged.

The bottom line: - BASF is using the Metivo rebrand to give its catalyst and metals division a cleaner identity, while preserving the business, assets and operating structure already in place.