Axalta presents: The car color of the year

Axalta presents: The car color of the year

Royal Magenta, Axalta's recently introduced Automotive Color of the Year, is a deep cherry red hue that brings a luxurious finish to the market. The design shines with merlot and garnet red nuances, the color appears berry red in sunlight and reveals a mysterious look in the dark. “Royal Magenta offers a new luxurious look optimized for future mobility,” said Hadi Awada, senior vice president of Global Mobility Coatings at Axalta. “With innovative sensor technology for the mobility sector and ecologically optimized water-based technologies, we are helping the mobility industry make the transition to increasingly sustainable solutions, electric vehicles and autonomous driving.”

Functional advantages

Royal Magenta was created for all vehicle types and offers functional advantages. Royal Magenta has been optimized for tracking using radar systems that are used in autonomous vehicles of all sizes. Royal Magenta follows global color trends that convey elegance through an atmospheric color selection. According to Axalta, cherry-like hues as well as burgundy and purple are increasingly in demand. “This year we developed a complex-looking color but made it easier to apply,” said Nancy Lockhart, global product manager for color at Axalta. The design process began with tinting water-based paints using various layering systems to add depth and color. In the spirit of sustainability, the final color was achieved using classic base and clear coats. Conclusion: “The color is not only beautiful, but also very easy to use,” says Lockhart.