Axalta Coating Systems Selects Golden-Bronze “Sahara” as 2019 Automotive Color of the Year

For the first time ever, a coatings firm located in Philadelphia that goes by the name Axalta Coatings Systems selected a golden bronze color, which the company named “Sahara” as its Automotive Color of the Year. According to the firm, Sahara is a shade that is perfect for customizing vehicles both in the aftermarket as well in a factory setting.

The color Sahara depicts strength, luxury, and warmth. Furthermore, the shade is apt for vehicles that comes in all size, especially, it is ideal for the ever-growing SUVs and trucks market. Sahara could be used as the primary color in several two-toned combos that includes black roofs.

Axalta’s Global Color Marketing Manager, Nancy Lockhart talked about the latest shade, she stated that designers of the vehicles now choose two-hued combos when it comes to stripes and roofs. Nancy further stated that Sahara will work wonderfully for mass customization, as it is the sort of shade, which may serve as the foundation for these premium options.

Sahara is developed from Axalta’s ChromaDyne line of color coats that are prepared for automotive manufacturers. The color Sahara is somewhat derived by consumers inclination for warmer colors, which was mentioned in Axalta’s Global Automotive Color Popularity Report. In big markets such as China and India, vehicles with gold/yellow are very famous and beige/brown colored vehicles are famous in North America.

Axalta’s 5th Color of the Year is Sahara. The first color was Radiant Red selected in 2015, second color – Brilliant Blue in 2016, third color – Gallant Gray in 2017, and StarLite in 2018, which is a pearlescent white and was the debut shade that was highlighted in the discussion of autonomous vehicles. Currently, the colors that are under development are now being tested by autonomous sensors for readability and the shade Sahara has been generated for the purpose of visibility.

Axalta Refinish Color Marketing Manager, Dan Benton, stated that Axalta’s Color of the Year is a perfect example of the way Axalta shifts OEM technology to the repair and aftermarket dealings. He further added that every year, they receive phone calls from some of the industry’s leading custom builders searching for colors to distinguish their products. Nancy Lockhart explained that the perfect combination of extravagant modification and timeless style is provided by Sahara.

It was at the 2019 edition of the North American International Auto Show in Detroit that Axalta began their year-long celebration of Sahara. Highlight of the show encompasses a video reveal at the EyesOn Design awards program held on January 15 and main display at the Axalta-sponsored Charity Preview held on January 18.

Nikhil Kaitwade

With over 8 years of experience in market research and consulting industry, Nikhil has worked on more than 250 research assignments pertaining to chemicals, materials and energy sector. He has worked directly with about 35 reputed companies as lead consultant for plant expansion, product positioning, capacity factor analysis, new market/segment exploration, export market opportunity evaluation and sourcing strategies.