Automotive OEM Coatings Market
March 2016 www.coatingsworld.com Coatings World | 71
“Emerging markets such as China are
strengthening air quality regulations and
employing tax policies to force improvement. This is driving waterborne and
higher solids low VOC coatings into these
growing markets. At the same time, these
markets are becoming even more competitive. The result is that Axalta customers
expect us to deliver greater productivity in their paint shops while improving
quality and appearance,” Markevich said.
Demands for increased fuel economy,
he added, are causing many OEMs to
consider new and novel methods of vehicle construction to reduce weight and
improve mileage.
“These changes impact materials selection and the assembly process -- indirectly affecting coating systems. The use
of innovative materials – such as high-strength steel, aluminum, magnesium,
plastics and composites – creates new
challenges for corrosion protection systems as well as coating adhesion, final appearance and oven temperatures.
“The arena of smart coatings may
open up new opportunities for coatings
suppliers. By adding new functions to
coatings, cars in the future may look
new longer and be easier to maintain
and keep clean,” he continued. “In an
age of electrification, the surface of the
vehicle also may have a role in manag-
ing heat and generating solar power. In
a future with autonomous driving, the
roll of “seeing” a vehicle may fall on
sensors rather than human eyes chang-
ing how we think of visibility. New
functions through smart coatings re-
search may also help in the more tradi-
tional demands of corrosion protection,
reduced environmental impact and in-
creased productivity.”
Regarding the latest color and special
effects trends, Markevich cited the com-
pany’s 2015 Global Automotive Color
Popularity report, which found that
white was the most popular globally at
35 percent overall ( 24 percent solid white
and 11 percent pearl white).
“Neutrals in total, including white
plus black, silver and gray, made up
76 percent. The remaining 24 percent
(roughly 21 million vehicles) include
consumers who will pay extra and even
switch brands to get the color they want.
“Axalta color experts do see color
trending back with both red and blue in-
creasing in popularity,” Markevich said.
“In recognition of this trend, Axalta
celebrated the fusion of technology
and design with the release of Brilliant
Blue as Axalta’s 2016 North American
Automotive Color of the Year in
January at Detroit’s North America
International Auto Show.”
According to Toomey, of BASF, the
key trends and technologies driving
coatings are lightweighting, including
the treatment of alternate substrates,
the increasing use of effects and textures in color design, and adaption to
manufacturing process improvements
