MRO Magazine

Axalta Brings Cutting-edge Color Design and Matching Capability to the 2015 SEMA Show

October 29, 2015
By Business Wire News


Axalta Coating Systems, a leading manufacturer of liquid and powder coatings, will pay homage to color and coatings technology from the birth of automotive design in the 1920s to the era of American Classics, at the annual Specialty Equipment Market Association (SEMA) tradeshow in Las Vegas, Nevada, on November 3-6, 2015 at the Las Vegas Convention Center.

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While at SEMA, be sure to check out the iconic car colors display in Axalta’s booth number 22931. (P ...

While at SEMA, be sure to check out the iconic car colors display in Axalta’s booth number 22931. (Photo: Axalta)

“Axalta’s color leadership is the result of our long history in color styling. We invented the first sprayable colors in the early 1920s and pioneered the use of color in the automotive design process,” said Nancy Lockhart, Axalta Color Marketing Manager. “We have been tracking automotive color trends longer than any coatings company.”

Axalta invites SEMA visitors to come on into the larger-than-life Cromax® MosaicTM paint can in booth number 22931 where displays will showcase the colors that became the “icons.” Hues like True Blue, the first sprayed color, British Racing Green, Gypsy Red and Hugger Orange. Axalta will also offer a sneak peek into the future of color as well as provide an opportunity for attendees to contribute their ideas to the future of color.

“It’s simple, Axalta has the most experience. In 1926, we created a color advisory service in New York, taking orders from automobile companies and advising them on style and color,” added Dan Benton, Axalta North American Color Marketing Manager. “We lead the way on color measurement in automotive coatings and the use of digital displays to accurately render color on screen. We also invented the first colorimeters in the 1940s. Today, ours is the most advanced spectrophotometer in the refinish industry. We live color.”

To stay up-to-date on this and all of the Axalta events at SEMA, follow us on North America Refinish social media channels or check out our full calendar of events and celebrity line up at To help make it easy to find us at car show events, visit Axalta’s event website that includes information about the shows and Axalta’s participation. These shows enable various types of car enthusiasts to interact with us and gather firsthand information about paint use and garner application ideas.

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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 nearly 150 years of experience in the coatings industry, the 12,800 people of Axalta continue to find ways to serve our more than 120,000 customers in 130 countries better every day with the finest coatings, application systems and technology. For more information visit and follow us @axalta on Twitter.

Axalta Coating Systems
Richard R. Ruberti, Sr., +1 610 358 5236