Axalta Unveils Modern and Tech-savvy StarLite as its Automotive Color of the Year 2018
January 11 2018 - 12:53PM
Business Wire
Bright and Sparkling are Top Trends of Today’s
Vehicles
Axalta Coating Systems (NYSE: AXTA) today announced the release
of StarLite, its 2018 Automotive Color of the Year. StarLite is a
modern, technology-savvy, premium color for vehicles of today and
tomorrow. Borne from Axalta’s ChromaDyne™ line of color coats
developed for automotive OEMs, StarLite is a light and reflective
hue that uses Axalta’s tri-coat process which is formulated with
synthetic pearl flakes to create an eye catching pearlescent
effect. It is a sophisticated color that is designed to look great
on all vehicle sizes while also providing functional benefits.
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Axalta Coating Systems reveals its 2018
Automotive Color of the Year, StarLite. (Photo: Axalta)
“From a popularity perspective, there will never be a better
year to highlight StarLite as an automotive pacesetter,” said Nancy
Lockhart, Axalta Global Color Marketing Manager. “While we see
white cars everywhere, the rise in popularity of pearlescent
pigments that reflect light underscores StarLite’s role as a
modern, luxury color.”
Axalta’s recently released 2017 Global Automotive Color
Popularity Report, which documents vehicle color trends by
geography, reported white as the number one color in the world
for the seventh consecutive year. Globally, nearly 40 percent of
buyers chose white in 2017, which is up two full percentage points
from 2016. White surpassed black, the second most popular color
globally by 23 percent. Pearlescent white, the category that
includes StarLite, grew four percentage points to 13 percent
overall in 2017.
“Highly reflective colors can contribute to the functionality of
driverless vehicles because lighter colors, like StarLite, are more
easily detectable by LIDAR (Light Detection and Ranging) systems,”
Lockhart continued. “So, while StarLite may not apply to all
autonomous detection systems, Axalta believes these shades will
become increasingly important to automakers.”
Automakers consider many factors when designing a vehicle,
including how to protect it from harsh road conditions and
environments, safety, emission outputs and fuel efficiency.
Researchers at the Berkeley Lab’s Energy Technologies Area showed
how a vehicle’s color affects fuel economy and emissions. Berkeley
Lab’s tests found that using white or similar paint instead of
black paint could enable manufacturers to downsize a car’s air
conditioner and raise fuel economy by 2.0 percent, decrease CO2
emissions by 1.9 percent, and reduce other automotive emissions by
about 1 percent.
“This research appears to support what we felt all along;
StarLite is a cool color,” added Lockhart.
Axalta will kick off the celebration of StarLite during the 2018
North American International Auto Show (NAIAS) Preview Days in
Detroit. NAIAS highlights include a video reveal at the notable
EyesOn Design awards program on Tuesday, January 16, 2018. The
color will also prominently feature at the Axalta-sponsored Charity
Preview on Friday, January 19, which is the largest single-night
fundraiser in the United States.
Axalta has more than 150 years of experience in the coatings
industry and a history of color ingenuity. The Automotive Color of
the Year is selected by our color designers and product experts who
take inspiration from culture, fashion, nature and our Global
Automotive Color Popularity Report. The report, now in its
sixty-fifth year, highlights automotive color choices and forecasts
trends around the world. It is both the longest running and most
comprehensive report of its kind.
For more on StarLite, visit axaltacs.com/color.
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
approximately 13,600 people of Axalta continue to find ways to
serve our more than 100,000 customers in 130 countries better every
day with the finest coatings, application systems and technology.
For more information visit axalta.com and follow us @Axalta on
Twitter and on LinkedIn.
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Axalta Coating SystemsJohn NolanD: +1 267 400
6643john.a.nolan@axaltacs.comaxalta.com
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