Axalta Coating Systems (NYSE: AXTA), a leading global coatings company, today unveiled Redefined, its 2027 Global Automotive Color of the Year, live at Automechanika Frankfurt. A saturated, luminous ruby red, Redefined catches and reflects light with a subtle sparkle, creating unexpected depth and dimension and a sophisticated, jewel-like appearance.
Credit: Axalta Coating Systems
Rooted in heritage but designed for today’s world, Redefined reflects consumers' growing desire for vehicles that feel expressive and personal while remaining refined and enduring. The deep ruby-red finish offers a contemporary interpretation of an iconic automotive colour, balancing the confidence and emotion associated with red with a distinctive character that feels modern and sophisticated.
"Redefined represents where we see automotive colour going, expressive and individual, but still refined and timeless," said Matthew Boland, Vice President of Global Refinish Technology at Axalta. "The deepness of the ruby tone combined with its luminosity and depth creates a colour that comes alive with the vehicle. It's a great example of how we can take a familiar colour and use the art and science of coatings to give it an entirely new perspective."
Inspired by the moments, memories and experiences that make every journey meaningful, Redefined celebrates the joy of discovery. Like finding an unexpected destination or a new road, the colour is designed to reveal its character through the experience, creating a finish that feels personal, distinctive and enduring.
Redefined offers a contemporary evolution of the red that began Axalta’s Global Automotive Color of the Year story with Radiant Red 13 years ago. Advances in pigments, effect technologies and colour science have opened new possibilities for this iconic automotive colour, allowing red to become richer, more dimensional and more sophisticated. Redefined reflects that evolution with a deep, luminous ruby tone and jewel-like character that feels distinctly modern while remaining rooted in Axalta’s colour heritage.
Axalta's global colour experts draw on colour science, consumer insights and global automotive and design trends to anticipate where colour is heading and translate those insights into manufacturable coatings for vehicle manufacturers around the world.