Axalta Coating Systems (NYSE: AXTA) has unveiled Redefined, its 2027 Global Automotive Color of the Year, at Automechanika Frankfurt. The deep ruby-red finish combines rich colour, luminosity and a subtle sparkle to create a jewel-like appearance with added depth and dimension.
Redefined reflects changing consumer preferences for vehicle colours that express individuality while maintaining a refined and timeless appeal. The finish offers a contemporary interpretation of red, combining the confidence and emotional character associated with the colour with a sophisticated appearance suited to modern vehicles.
“Redefined represents where we see automotive color going, expressive and individual, but still refined and timeless,” said Matthew Boland, Vice President of Global Refinish Technology at Axalta. “The deepness of the ruby tone combined with its luminosity and depth creates a color that comes alive with the vehicle. It’s a great example of how we can take a familiar color and use the art and science of coatings to give it an entirely new perspective.”
The colour draws inspiration from the experiences and memories associated with travel and discovery. Its appearance is designed to reveal different aspects of its character as light interacts with the vehicle’s surface, giving the finish a distinctive and lasting appeal.
Redefined also represents the latest development in Axalta’s Global Automotive Color of the Year programme, which began with Radiant Red 13 years ago. Since then, advances in pigments, effect technologies and colour science have created new possibilities for developing more complex finishes from established automotive colours.
The latest ruby-red shade demonstrates how these developments can give red greater richness and dimensionality while retaining its recognisable character. The finish combines a strong visual presence with a contemporary aesthetic, reflecting the continuing role of red in automotive design.
Axalta’s global colour experts study colour science, consumer preferences, automotive design and international trends to identify emerging directions in vehicle colours. The company uses these insights to develop coating solutions that can be manufactured for automotive producers across global markets.
The annual Global Automotive Color of the Year selection highlights the relationship between consumer preferences, design trends and coating technology. Through its research and development work, Axalta aims to translate changing expectations around vehicle appearance into coatings that combine visual appeal with practical manufacturing requirements. With Redefined, the company continues to explore new applications of established automotive colours, using advances in coating technology to create finishes that balance individuality, depth and durability of appeal.
