I panicked when I first read the press release announcing Amerlux’s new corporate name, Delta Intelligent Building Technologies (USA). Was Amerlux, a name synonymous with quality architectural lighting, about to disappear? The thought was unsettling in an industry where brand identity holds great value.
After a reassuring conversation with Amerlux CEO Chuck Campagna, my concerns were alleviated. Chuck clarified that Amerlux’s esteemed brand will remain intact. While the corporate identity will transition to Delta Intelligent Building Technologies, the cherished Amerlux name will endure, along with its exceptional products and services. This evolution serves to consolidate Delta’s diverse brands under a unified and cohesive umbrella. I felt an immense sense of relief upon receiving this news.
Delta’s Vision for Unified Smart Building Solutions
The name change doesn’t mark the end of Amerlux; instead, it reflects Mr. Ping Cheng’s vision as Chairman and CEO of Delta. By combining brands like Amerlux, Delta Controls, LOYTEC, VIVOTEK, and March Networks, Delta aims to lead in intelligent building technology. Each brand retains its identity but contributes unique expertise to a more extensive, integrated offering.
Delta’s goal is to make building systems work together seamlessly. As Chuck described, combining lighting, HVAC, security, and other functions will create a unified, easy-to-manage ecosystem. This shift allows Amerlux to expand its role in smart building technology without losing its core identity.
Amerlux’s Brand Remains Strong for Designers and Clients
This rebranding brings no significant changes for lighting designers and clients. Importantly, Amerlux will still appear in specifications and on products, maintaining its reputation in lighting. The new corporate identity, Delta Intelligent Building Technologies (USA), primarily impacts the internal structure, aligning Amerlux with Delta’s larger mission of building automation and intelligent systems.
Chuck emphasized that Delta’s clients increasingly demand integrated systems to simplify building management. By operating under the Delta umbrella, Amerlux can now provide a complete range of products that connect lighting, HVAC, security, and EV charging—all from one source.
More Opportunities for Amerlux Reps and Sales Teams
Your humble editor asked about Amerlux’s sales team and independent reps. Chuck reassured me that the Amerlux sales force will continue focusing on lighting. However, a new Delta Intelligent Building Technologies team will target strategic end-user accounts. This strategy avoids market overlap while creating fresh opportunities.
Amerlux’s existing independent reps can now offer an expanded product line, including advanced dimming systems, surveillance equipment, and EV chargers. According to Chuck, this added portfolio is a “win” for Amerlux’s sales force, empowering them to meet clients’ evolving demands.
Delta’s Commitment to Sustainability and Net-Zero Goals
Another aspect that impressed me was Delta’s dedication to sustainability. Globally recognized for its energy-efficient solutions, Delta Electronics consistently ranks among Time magazine’s top 25 sustainable companies. Meanwhile, Amerlux is following this lead. By 2025, its main facility aims to achieve net-zero energy through solar installations and updated HVAC and lighting controls.
Chuck believes Amerlux will be the first North American lighting company to achieve net- zero energy. “We’re not just talking about sustainability,” he said. “We’re making it happen.” This commitment to environmental responsibility strengthens Amerlux’s role as a sustainability leader, aligning it with Delta’s ESG goals.
A Future-Focused Approach to Smart Building Technology
As we concluded our conversation, it became clear that this move is about more than a name change—it’s about future-proofing Amerlux. With buildings increasingly adopting smart technology, lighting plays a vital role. Consequently, Delta Intelligent Building Technologies enables Amerlux to offer products that integrate seamlessly with other building systems, creating a comprehensive solution for modern facilities.
Chuck shared that clients are increasingly seeking unified systems, not disconnected solutions. By consolidating these brands, Delta aims to offer a complete package that caters to today’s market, where efficiency, health, and sustainability are top priorities.
In Summary: A New Corporate Name, the Same Amerlux Quality
Although the corporate name is changing, Amerlux remains the robust and familiar brand it has always been. The shift to Delta Intelligent Building Technologies (USA) doesn’t alter its legacy but instead positions Amerlux for growth and innovation in intelligent building solutions. My initial fear that this change would impact Amerlux’s identity has been replaced with confidence in its promising future. Amerlux isn’t just staying—it’s expanding its influence in a rapidly evolving industry.
Watch my January 2024 interview with CEO Chuck Campagna here.
