Pennsylvanian Motors & Pumps Business Named After AC/DC

December 6, 2004

Kurt Blumenau of Allentown, PA's The Morning Call reports: Neil Heimsoth is a big Elvis Presley fan, right down to the guitar-wielding stuffed dog in his office that sings "Hound Dog" when squeezed.

But when he founded his company, Heimsoth turned to a different musical inspiration, heavy-metal quintet AC/DC. He named the Easton business AC/DC Motors, Drives & Pumps, adopting the band's lightning-bolt logo as well. The company sells and services electric motors and industrial pumps.

"We like the band," Heimsoth explained. "It's easy to remember. And it's under the A's, so it's one of the first things you see."

Thirteen months after its founding, AC/DC Motors is starting to make a big noise in its field. Prominent clients include Bethlehem and Just Born, the Bethlehem candymaker.

Heimsoth, who lives in Hanover Township, Northampton County, said the company hit a break-even point in October. Now, it is adding products and trying to expand beyond its original 75-mile radius. The company is about to add sales representatives in Harrisburg, Philadelphia and Scranton/Wilkes-Barre.

But, as AC/DC sang, it's a long way to the top if you want to rock 'n' roll. Challenges facing AC/DC Motors on the way up include competing with well-established rivals, promoting its pump repair services, and breaking through to new clients.

"We have to get new customers," Heimsoth said. ''With that is going to come the next level of cost." Read more.

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