Axalta introduces new Color_gen collection

Axalta Coating Systems, a leading global supplier of liquid and powder coatings, has unveiled its 2017 automotive colour collection, Color_gen, to European car manufacturers (OEMs). First released in China at Axalta’s 2017 Colour Show in Chongqing and Shanghai in March, Color_gen offers light vehicle OEMs an insight into global colour trends that will dominate the market in model years 2020 and 2021. Designed to help car manufacturers understand the colour choices of different generations of drivers, the collection captures these preferences in three distinct demographics: GENNext, GENHere&Now and GENLux.

The Color_gen show complements two other annual Axalta colour initiatives designed specifically for car manufacturers – the Automotive Colour Popularity Report, now in its seventh decade, and the company’s Automotive Colour of the Year, which for 2017 is Gallant Grey. The combination of these three resources give OEMs a valuable overview of customer colour decisions in the previous year, the latest trending colours, and a glimpse into what will drive car buyers’ colour choices in the future.

‘While Axalta’s various comprehensive colour insight initiatives track global automotive colour trends, the Color_gen concept considers the behaviour and tastes of different car buyer target groups. Every generation is exposed to different influences, so their lifestyles, ambitions and choices vary,’ Elke Dirks, Axalta’s colour designer for Automotive OEM Coatings in Europe, Middle East and Africa, explains.

‘Axalta’s annual colour initiatives – such as the Color_gen show, trend mapping and popularity predictions, are of great benefit to car manufacturers who are interested in using this insight to innovate. In addition, they count on Axalta’s more than 150 years of expertise, and Axalta’s international team of designers, to help them stay ahead in the market.’

Axalta established the first-ever Color Advisory Committee 90 years ago to create colours specifically for cars. Since then, Axalta has remained committed to innovative colour technology and continues to build on its tradition of providing customers with dependable insights into consumer colour trends. Axalta also provides vehicle manufacturers and refinish technicians with one of the most extensive colour databases in the world, which consists of more than four million colours, as well as providing high quality car paint systems.