Axalta’s portfolio aims to color carmakers’ models
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AXALTA, one of the largest car coating companies in the world, yesterday in Shanghai unveiled a portfolio of new color options for what it thinks carmakers may select for their cars over the next half-decade to 2020.
Carmakers are expected to select and slightly modify from the palette of options offered in Axalta’s Destination Color 2016 portfolio, which are split into four market groups.
While bright red and yellow were present, Axalta expected much of the market to go for more subdued tones. Their own research showed that in 2015 white was the most popular color globally, especially in China where it colored one in two cars.
Black is by far the most popular color for luxury vehicles, along with brown and dark red, according to Axalta.
Brown is more popular in China than anywhere else in the world, shading 10 percent of all vehicles in 2015.
Axalta’s Pop-up Zone, which includes bright shades of red, yellow and blue, was aimed at sport cars.
Robin Choi, Axalta China’s marketing and business development director, emphasized how important color was to the car market. “Color relates to emotions. You can take two days to pick a car then two weeks to pick a color.”
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