CEO Forum
March 2014 www.coatingsworld.com Coatings World | 71
and, for example, rolled out new economy lines with Imlar and
CorMax in Mexico and Brazil, respectively. We saw other wins
in Brazil, Russia, Spain and China to name a few. Plus, we grew
while rebranding our entire company as Axalta Coating Systems
and establishing our credentials as an independent company. As
we like to say, Axalta is a new company with more than 145
years in the coatings industry. All of us at Axalta are truly proud
that we were able to increase our business momentum while
transforming our organization and identity at the same time.
CW: What areas of the paint and coatings
market represent the most growth
opportunities for your company?
Büchner: Our Decorative Paints activities are firmly focused on
serving the Buildings and Infrastructure segment. The outlook
for the markets for both maintenance and repair and new build
is more positive than it has been for some time. The growth
markets of, for example, China and Brazil showed healthy
growth, whereas the mature regions started to show signs of stabilization and in some cases, even initial signs of growth. With
our strong brands, many market-leading positions and presence
in high-growth markets, we are well-positioned to improve our
paints performance in all regions and grow profitably in high-growth markets, where all segments performed strongly last
year. For Performance Coatings, we clearly see our width in industrial presences in the Protective coatings activities benefitting
from our leading positions. We see further growth opportunities
especially in the Marine, which seems to become more active
again. Specialty Finishes, which had a strong 2013 on the back
of growing demand for coatings for mobile devices also has opportunities going forward.
Shaver: One of the greatest strengths of Axalta is focus. Other
companies make coatings but we’re the largest global coatings
company that is 100 percent focused on industrial coatings.
We’ve brought in new senior people to lead our global OEM
and Industrial businesses. They’ll ensure that every customer
everywhere gets access to the full array – and the very best –
Axalta products and services. When I consider opportunities,
I would say that almost every segment represents a chance for
Axalta to increase its market share.
CW: What is your business strategy for
growth in 2014?
Büchner: In 2014, we will continue to improve our ability to
leverage our strong brands and leading market positions as we
further adapt our business, reduce our costs and drive organic
growth. We are embedding continuous improvement in our
businesses and drive commercial excellence and customer focus
even further I would like to think that our partners and customers will really notice that we are getting closer to them. I am
confident that we are on track to deliver on our 2015 strategic
goals – delivering leading performance for our customers.
Shaver: Building on my last answer, we’ll be looking at all the segments for organic growth. Our recent investment projects reflect
one important direction which is to provide more waterborne
coatings which a number of customers are calling for. In January,
we broke ground to expand production of waterborne coatings
to meet growing demand in China where the OEM market continues to flourish. Just this February we announced the last leg of
a three year investment program in Brazil to expand waterborne
capacity not only for Brazil and but other customers in South
America. In 2014 we will continue to follow our customer.
CW: In what areas are you focusing your
R&D efforts?
Büchner: Our research and development is firmly focused on
exploring ways to develop more sustainable products, be that
in their manufacture, their application, their capabilities, always
thinking in lifecycle terms. Even though times are uncertain and
market conditions tough, we continue to invest in innovations
to improve our products and service to customers. In 2013 we
invested $515 million in RD&I. Around 60 percent of our innovation spend goes on sustainable innovation, on innovations
that help create value throughout the value chain. An example of
this in transportation is Intersleek 1100SR, our new anti-fouling
