Automotive OEM Coatings
customers with the same world-class technology wherever they
operate in the world, it is important for automotive suppliers
to be disciplined and high-performing in all aspects of their
business – from safety to flawless launches to consistent quality
– and to take a consistent approach that is based on best prac-
tices. In addition, customers expect continuous improvement in
coatings systems that reduces their manufacturing costs, simpli-
fies the manufacturing process and improves vehicle appear-
ance and performance.”
Because these auto coatings must withstand harsh environ-
mental factors, durability is key,
“Customers expect a coating to last 10 years,” said Jane
Harrington, PPG manager of color styling, automotive OEM
coatings. “They expect mar and scratch to be minimal.”
“Auto OEM customers demand a good, uniform initial
appearance with high throughput in the painting line,” said
Marcevich. “They expect consistency in coatings materials and
in the process, continuous improvement and a prompt response
to any issues. They also expect the different painted parts of the
vehicle to have a consistent color match. OEMs want finished
paint that will perform well in the field with high durability
requirements on stone chip and gloss retention, with no signifi-
cant delaminating or corrosion.”
Customers continue to look for innovative ways to lower
costs and shrink their footprint without giving up quality.
“BASF has a strong portfolio of solutions that can help. Our
iGloss, ColorFuse and Integrated Process Technologies, specifi-
cally the 3 Wet waterborne process,” said Shimazaki. “The 3
Wet waterborne process is used by one of our key customers.
Nissan uses this eco-friendly water-based process for the pro-
duction of its Infiniti “J” series and Nissan Pathfinder SUVs at
its Smyna, Tennessee assembly plant. The process eliminates the
need for a primer bake oven, normally used between the primer
and color-coating layers. The Smyrna manufacturing plant al-
lows three layers of paint to be applied one after another while
still wet before a single trip though the oven. Previous processes
required the vehicle to bake in between the primer application
and the topcoat layers. Implementation of this new technology
reduces energy consumption, cost and emissions while increas-
ing production efficiency.”
Another new high performance process from BASF is its
ColorFuse technology. “This is an advanced coating technol-
ogy that provides a highly efficient, integrated painting process
via the integration or “fusion,” of the traditional basecoat and
clearcoat into a single coating layer,” said Shimazaki. “ It reduc-
es the baking steps required from three to two. This technology
reduces material usage and lowers VOC emissions while still
providing excellent appearance, physical properties and out-
door durability. This process is going to launch commercially
in North America later this year with a major OEM.”
Lastly, BASF offers its iGloss, which is a clearcoat that com-
bines the advantages of inorganic “hard” materials with those
of organic “soft” materials.
BASF reports that the hybrid material delivers improved
scratch resistance without increasing brittleness. The technology
does not require any significant changes in the application pro-
cess. “The clearcoat offers better protection against micro-
scratches, which you might get at the car wash for example,”
said Shimazaki . “With iGloss you can enjoy that new car effect
for a much longer period of time.”
Color Trends
Of course, performance is the most important aspect of automotive OEM coatings, but to the consumer color is key. Coatings
companies are tasked with developing durable coatings that
feature eye-catching special effects and the most popular colors.
While white continues to rank as the most popular color, more
vibrant colors are gaining in popularity (see “Automotive OEM
Coatings Manufacturers Issue Color Forecasts on page 66).
PPG Industries sees an increased use in reds, blues and oranges for automotive coatings.
“There is an increased use of high-chroma colors using tint-
ed clears, new micas or pigment-coated aluminums noticeable
in reds, blues and oranges,” said Harrington. “This has created
a custom-car look in production vehicles. White continues to
be the most popular color globally. It is not just a solid white,
but also white pearls, some with slight color shifts of silver, blue
or gold and white metallic shades. There is an increase in blues
and reds in North America.”
According to experts from BASF, three areas influence color
moods and preferences.
“Considering technology, we see a continuation of the
speed of discovery and launch of new gadgets, and this is
now accepted only with partial optimism – although we
continue to be excited by these, there is also an increase
in pushing back against this technology, as it creeps in too
much perhaps into our private lives, said Paul Czornig, tech-
nical manager, BASF Coatings North America. “The indi-
vidual, then, looks for balance. Balance in work and leisure,
in the way we design our cities, homes, and offices. And in
society, we see a demand for more responsibility in our gov-
ernments and businesses. All these factors move the color
trend to express these feelings. We see a balance of highly
saturated color spaces in reds, blues, and greens that reflect
this optimism. Offsetting this, we also have seen a shift to-
wards colors that look more natural, from copper-browns to
grayed off blues. Rounding out the palette, blacks, whites,
and silvers reflect softer transitions in highlights or grayed
off deep angles.”
Axalta sees growing interest in new soft hues with opaque
characteristics, vivid colors with colored sparkle effects, warm
and complex hues with an urban appeal and modern interpre-
tations of neutral spaces.
“These are what we’ve been showcasing in our color trend
show Say It With Color! There is interest in warmer colors,
too; light beiges and medium to dark browns, which go well
with some of the trending interiors,” Marcevich said/ We see
interest in soft light pastels keeping color simple and luxurious.
At the same time, there is a trend for high impact chromatic
colors for small and sport vehicles.” CW
