SOUTHFIELD, Mich., Sept. 13, 2011 /PRNewswire/ -- Today's drivers have come to expect their vehicles to run athletically, safely and smoothly on the road. The automotive industry and its customers owe this to products like Cellasto®, a spring aid created in 1961 by engineers of Elastogran GmbH in Lemforde – today part of BASF's Polyurethanes Division. For 50 years, under the Cellasto brand name, BASF has been manufacturing and selling polyurethane finished parts and springs of all kinds that are employed in areas where other materials, such as rubber and steel, reach their limits. Today, nine out of 10 automakers rely on this unique product. Take chassis and suspension technology: spring and damping components made of Cellasto are volume-compressible, durable, environmentally compatible and absorb harshness, vibrations and noise – giving the driver a pleasantly smooth ride on the road. From the beginning of Cellasto series production in 1964, demand for this flexible product increased steadily due to the growth of the automotive industry. In the 1970s, production was truly automated for the first time, while the 1980s for Cellasto were marked by the development of new fields of application and markets, and the expansion of exports. This was followed by numerous innovations and further customer-oriented development into a partner to the automotive industry. To do justice to the different makes, models and requirements, BASF engineers work closely from the outset with experts from the various vehicle manufacturers in the development phase of new models. Six production locations worldwide in North and South America, Asia and Europe are an assurance of reliable supplies to customers. The most recent location in Shanghai started production this summer. "For our long-term success, it is of decisive importance that we produce locally and supply our customers in their regions quickly and reliably," said Wayne T. Smith, President, BASF Polyurethanes. "The successful expansion of Cellasto business depends, above all, on our global key account management. Thus BASF can offer its customers solutions worldwide, an unbeatable advantage, because they not only reduce their development outlay but also have just a single, reliable global supplier." BASF is proud of a product that unites tradition and innovation.