Axalta Releases 2017 Color_gen Color Collections to Enable Automakers to Innovate with Color Insights
March 24 2017 - 11:08AM
Business Wire
Color_Gen report captures the preferences of three major driving
demographics, Gen Next, GenHere&Now and GenLux
Axalta Coating Systems (NYSE: AXTA), a leading global supplier
of liquid and powder coatings, unveiled Color_gen, its 2017
automotive color collection for automakers. Released first to
customers at Axalta’s 2017 Color Show China, which took place in
Chongqing and Shanghai between March 21 and 24, Color_gen is
designed to help car manufacturers understand the color preferences
of different generations of drivers. The collection captures the
preferences of three distinct driving demographics: GenNext,
GenHere&Now and GenLux.
The Color_gen report complements two other Axalta traditions,
the annual Automotive Color Popularity Report, now in its seventh
decade of publication, and the company’s Automotive Color of the
Year which is Gallant Gray in 2017. In combination, these three
resources provide automakers with customers’ color choices in the
prior year, the latest trending color, and a glimpse into what will
drive consumer decisions in the future, respectively.
“While Axalta continues to track global automotive color trends
through various color insight initiatives, the Color_gen report
examines additional perspectives of consumer age groups, such as
their ambitions, personalities and lifestyles. We look into what
makes a particular generation tick, because these factors influence
decisions when it comes to choosing an automotive style, brand and
color,” said Nancy Lockhart, Axalta Color Marketing Manager.
Her views are echoed by Steven Markevich, Executive Vice
President and President, Transportation Coatings and Greater China
for Axalta, who said, “Axalta’s color initiatives – such as trend
mapping and popularity predictions – offer tremendous advantages to
our key auto OEM customers interested in using this insight to
innovate. Our customers count on Axalta’s more than 90 years of
color expertise to help them become first-movers in the
market.”
According to the Color_Gen report, GenNext is comprised of
people ages 16 to 35, GenHere&Now includes individuals aged
between 36 and 55, and GenLux represents those aged 55 and
over.
Axalta established the first-ever Color Advisory Committee 90
years ago to craft colors specifically for cars. Since then, Axalta
has remained committed to innovative color technology and continues
to build on its tradition of providing customers with dependable
insights into consumer color trends. Axalta also provides vehicle
manufacturers and collision repair technicians with one of the most
extensive color databases in the world which consists of more than
four million colors.
About Axalta Coating Systems
Axalta is a leading global company focused solely on coatings
and providing customers with innovative, colorful, beautiful and
sustainable solutions. From light OEM vehicles, commercial vehicles
and refinish applications to electric motors, buildings and
pipelines, our coatings are designed to prevent corrosion, increase
productivity and enable the materials we coat to last longer. With
more than 150 years of experience in the coatings industry, the
12,800 people of Axalta continue to find ways to better serve our
more than 100,000 customers in 130 countries every day with the
finest coatings, application systems and technology. For more
information visit axalta.com and follow us on Twitter @axalta and
on LinkedIn.
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Axalta Coating SystemsAda GaoD +(86)21-6020-3666F
+(86)21-6020-3667Ada.gao@axaltacs.comaxaltacoatingsystems.comorEBA
CommunicationsDiana ChangD + (86) 21-6289-3489 ext 15F + (86)
21-6289 5891diana.chang@ebacomms.com
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