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BASF Launches
Master Builders Solutions
Global Construction Brand
in N. America
BASF has launched its new global brand,
Master Builders Solutions, for the construction industry into the North American
market. The global brand reflects BASF’s
commitment to the construction industry
and includes a wide range of construction
chemical solutions previously sold under a
variety of well-known specialty brands. It
will be completely rolled-out worldwide by
the end of the second quarter 2014.
“With Master Builders Solutions, BASF
combines its existing construction brands
that have established a legacy of innovation,
to create one globally recognized brand for
its solutions to the construction industry,”
said Tilman Krauch, president of BASF’s
Construction Chemicals division. “This
connected approach enables us to better
meet the individual construction challenges
of our customers.” The portfolio of products
and services marketed under the Master
Builders Solutions brand includes chemi-
cal solutions for new construction, main-
tenance, repair and renovation of buildings
and for infrastructure. It spans product seg-
ments such as concrete admixtures, cement
additives, chemical solutions for mining
and tunneling, sealants, waterproofing, con-
crete protection and repair products, grouts
and performance flooring products. “This
one global brand is built on the strength
of a number of successful specialty brands
such as Master Builders, Sonneborn and
Chemrex, which were responsible for more
than a century of innovations in the con-
struction industry,” said Dirk Bremm, senior
vice president of Construction Chemicals
Americas. “Combining innovation with the
know-how and experience of a global team
of more than 6,000 BASF experts forms
the core of the Master Builders Solutions
brand.” The range of products and ser-
vices marketed under the Master Builders
Solutions brand features a new, global nam-
ing system, helping BASF to support cus-
tomers and partners with high quality and
consistent products and services around
the world. This naming system utilizes the
“Master” prefix combined with a descrip-
tor of the product function or application,
creating clarity and consistency in the prod-
uct offering. In North America, BASF is
committed to supporting the growth of the
construction industry through intelligent,
sustainable solutions that solve the emerging
challenges before us. With the comprehen-
sive portfolio marketed under the Master
Builders Solutions brand, BASF offers state-
of-the-art construction solutions to support
local partners in the North American mar-
ket. “We are proud to be part of the growth
and progress in this region, partnering with
our customers and offering solutions which
are based on our global know-how and pro-
vided by our local experts,” said Bremm.
Axalta Coating Systems Releases 2013 Color Popularity Report
Axalta Coating Systems has published its annual automotive
color popularity report for 2013. The report, produced since
1953, is the most comprehensive in the industry as regional automotive market color preferences are continuously tracked, the
company reported. This year’s report includes “Say it with Color!
“Axalta’s forecast of four color megatrends for automotive designers around the world.
“Our customers count on our data every year to drive market
decisions,” said David Fischer, vice president of Axalta’s global
OEM business. “Our global team of color specialists relies on
our advanced forecasting to formulate the next generation of
coating colors. The result is an ever-evolving color palette for
automotive designers. As the industry continues to evolve and
strives to innovate for customers worldwide, Axalta is committed
to partnering with our customers to provide the best possible
coatings available.”
2013 World Color Highlights
White strengthened its position as the most popular automotive
color among consumers worldwide in 2013, growing in popular-
ity by six percentage points over the prior year. Within the white
space, 22 percent of vehicles were solid white and seven per-
cent were pearl white. Black was the second most popular color
globally, with 20 percent of sales, but effect black was preferred
more than solid black. Silver at 15 percent and gray at 12 percent
waned in popularity, while red held steady at eight percent. Blue
and brown/beige spaces each held five percent of the global
market. The remaining color choices revealed low popularity
for green, orange, purples and other spaces, although there was
a small increase in the yellow/gold area. Overall, neutral colors
have been widely popular over the last decade and make up 76
percent of today’s vehicles.
