- Home
- Roofing Manufacturers
- Holcim Elevate Roofing Systems in Las Cruces, NM
Roofing Manufacturers
Holcim Elevate Roofing Systems in Las Cruces, NM
Elevate's Product Lines, Formerly Firestone Building Products
Elevate is the rebranded name for what most of the industry knew for decades as Firestone Building Products, following Holcim's acquisition of the company. The product lines carried over under new names, and the RubberGard EPDM brand in particular has one of the longest histories in the single-ply roofing industry.
UltraPly TPO
Elevate's UltraPly TPO line covers the standard thickness range we spec on local retrofit work, with fleece-backed construction available for mechanically attached systems needing added puncture resistance. We evaluate UltraPly against comparable products from other manufacturers the same way we approach any TPO bid - thickness verification, fastening pattern suited to the building's wind exposure, and weld quality checked by probe.
Reflective white UltraPly is the option we bring up first on most bids given the heat load this elevation delivers, though we still discuss color choice with every owner rather than assuming reflectivity is automatically the right call for every building.
UltraPly is available in both 60-mil and heavier thicknesses, and we walk through the same traffic-and-exposure evaluation for it that we would for any other manufacturer's TPO line before recommending a specific thickness.
RubberGard EPDM's Long Track Record
RubberGard is one of the original EPDM brands and shows up on a fair number of the older ballasted and fully-adhered rubber roofs we inspect around the valley. The brand's long field history gives us a good baseline for how EPDM ages in a climate like ours - where seam tape condition and ballast distribution after wind events are the two things worth watching most closely.
On buildings carrying an older RubberGard roof, we treat servicing the same way we would any legacy EPDM system - checking seam tape at every lap and monitoring for the granule and ballast loss that spring wind events tend to cause on ballasted installations specifically.
SecurShield Insulation
Elevate's SecurShield polyiso insulation line is a component we discuss on full recover or replacement jobs, separate from membrane selection. Insulation R-value and how it's tapered for drainage matter as much as membrane choice for a roof's overall performance against our heat load and monsoon ponding risk, and SecurShield is one of several polyiso products we compare on that front.
Tapered insulation layouts using SecurShield can correct a chronic ponding problem on an older building without altering the structural deck, which is often the more practical fix compared to structural modifications on a building that's already been reroofed once or twice.
What the Rebrand Means for Existing Roofs
Owners with an existing Firestone-branded roof sometimes ask whether the rebrand affects their warranty or product availability. It doesn't change coverage on roofs already installed - the warranty obligations carried over with the corporate transition - but it's worth knowing the product will appear under the Elevate name on any new proposal or documentation going forward.
We keep this straight for owners managing multiple buildings, since a portfolio can easily end up with some roofs on original Firestone paperwork and newer ones on current Elevate documentation, and both need to be on file correctly for warranty claims down the road.
- Membrane thickness and fleece-back option matched to building traffic and exposure
- Existing Firestone-branded warranty status confirmed before recommending a recover
- SecurShield or comparable insulation specified with proper drainage taper
- Fastening pattern reviewed against the building's wind exposure category
- Seam inspection discipline applied regardless of manufacturer brand name
- Warranty terms compared directly against other manufacturers at bid time
Warranty Continuity After a Corporate Rebrand
Corporate ownership changes can make owners nervous about long-term warranty support, which is a fair concern to raise. Elevate has continued honoring warranty obligations issued under the Firestone name, and new installations carry Elevate's current warranty documentation, which we review with owners in detail rather than assuming the rebrand is a footnote that doesn't matter to coverage.
We keep records of which brand name and warranty document applies to each roof we service, since a building with a decades-old Firestone roof needs different documentation on file than one installed more recently under the Elevate name.
How Elevate Compares in Our Bids
We put Elevate's product lines up against Carlisle, GAF, Johns Manville, and others depending on the job. No single manufacturer wins every bid here - building exposure, existing roofing history, and warranty terms drive the recommendation more than brand preference.
For an owner with an existing Firestone or Elevate roof already in a portfolio, staying within the same product family for future phases often simplifies warranty administration, and we factor that into the recommendation alongside straight product comparison.
Questions About Elevate and the Firestone Rebrand
Is Elevate the same company as Firestone Building Products?
Elevate is the rebranded name following Holcim's acquisition of Firestone Building Products. The product lines and manufacturing carried forward under the new brand name.
Does my existing Firestone roof warranty still apply?
Warranties issued under the Firestone name remain valid and transferred with the corporate rebrand. Any documentation questions on a specific roof should go through the warranty department directly.
Is RubberGard EPDM still being manufactured under Elevate?
Yes, RubberGard continues as a current product line under the Elevate brand.
How does UltraPly TPO compare to other manufacturers' TPO?
It's built on comparable base TPO chemistry to other major manufacturers, with differences in specific formulation, fleece-back options, and warranty terms that we compare directly at bid stage.
Do you specialize in Elevate products?
No, we work with multiple manufacturers and recommend whichever product line best fits the specific building and its exposure conditions.