How do you say "aluminum"? Just eliminate the -minum- from the word and you have it. Most of their products are aluminum based and I would guess that's where it comes from. Talked with the folks at OK4WD a while back on the phone and that's how they pronounced it, also.
However they are a South African company so they say aluminum different then us so would you say al-you-cab then instead of uh-loo-cab.