BASF Coatings said automotive colour is critical for vehicle performance, durability and sustainability ahead of International Colour Day on March 21.
The company develops more than 1,300 automotive colour concepts annually, with about 450 commercialized. BASF said substrate pretreatment is a key first step in the automotive coating process, providing corrosion protection and ensuring paint adhesion on modern vehicle materials.
“Pretreatment is the invisible enabler behind durable, sustainable automotive coatings,” said Meike Flöck, head of global segment management automotive OEM surface treatment. “This first step is decisive for the long-term performance and sustainability of the entire coating system.”
BASF highlighted its recent awards for innovation and sustainability. Its trend colour REVERENCE DARKNESS won the MATERIALICA Design and Technology Award 2025 for using recycled tire materials as a carbon black source. The company was also a finalist for the German Ecodesign Award 2025 for its “Colours with Renewable Pigments” project, which converts biobased waste streams into pigments without compromising durability.
Mark Gutjahr, global head of automotive colour design, said: “Colours play a vital role in how consumers connect with a vehicle. Across all regions, we see a clear desire for more individual, expressive colour identities, and growing interest in colour solutions that incorporate responsible material choices. As colour designers, our task is to translate cultural signals, technological advances, and emotional needs into colours that not only look compelling, but also perform reliably in industrial production over a long period of time. Together with our customers, we develop more than 1,300 colour concepts each year and have around 450 commercialized.”
BASF emphasized maintaining colour accuracy throughout a vehicle’s lifecycle. Its coatings include UV protection to prevent fading, and its database of millions of colour formulas supports bodyshops in achieving exact matches even years after production.
“In automotive refinish, we approach colour as a dynamic and evolving element,” said Jane Niemi, head of global marketing. “Our strength is in capturing subtle variations and ensuring vehicles can be restored to their original appearance.”
The company said it will continue investing in technical expertise, innovation and people as it prepares for a new ownership chapter under Carlyle in the second quarter of 2026.
