PHILADELPHIA, PA — Axalta Coating Systems (NYSE: AXTA) selected a luminous ruby red as its 2027 Global Automotive Color of the Year, using the choice unveiled at Automechanika Frankfurt to position deeper, more dimensional finishes as an emerging direction in vehicle design.
The Philadelphia-based coatings company calls the color Redefined. The finish combines a saturated ruby tone with reflective effects intended to create greater depth as lighting conditions change.
Axalta’s selection marks a return to red 13 years after Radiant Red became the starting point for the company’s Global Automotive Color of the Year program.
The newer formulation reflects advances in pigments, effect technologies and color science that allow automotive coatings to produce greater visual depth and variation, according to the company.
Matthew Boland, Axalta’s vice president of global refinish technology, described the choice as reflecting a move toward automotive colors that are more individualized without abandoning established color families.
“Redefined represents where we see automotive color going, expressive and individual, but still refined and timeless,” Boland said.
Axalta develops its annual color selection using color science, consumer insights and automotive and broader design trends. The company then translates those findings into coatings that can be manufactured for automakers.
The 2027 selection also reflects Axalta’s view that consumers increasingly want vehicle colors that provide greater personalization while retaining established automotive color characteristics.
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