Axalta Unveils its 2027 Global Automotive Color of the Year at Automechanika Frankfur

Coatings World Editor Kerry Pianoforte spoke with Matt Boland, VP of Global Refinish Technology at Axalta in anticipation of the announcement of its 2027 Global Automotive Color of the Year live from Automechanika Frankfurt.

CW: Why did Axalta choose this year’s color and what does it signal about where automotive color is heading?

Boland: We selected Redefined because we see automotive color moving toward greater individuality and personal expression, while still delivering the sophistication and longevity consumers expect. Its deep ruby-red finish is rich and luminous, with a refined, jewel-like character that gives a familiar and iconic automotive color a distinctly contemporary perspective.

Redefined also demonstrates that the future of automotive color is not necessarily about inventing entirely new color families. There is tremendous opportunity to reinterpret familiar colors in fresh ways through color science, coatings technology and design. As consumers increasingly view their vehicles as an extension of their identity, we expect color to remain an important way for both consumers and automotive brands to differentiate themselves.

CW: How has Axalta’s Color of the Year program evolved since its first selection more than a decade ago?

Boland: Axalta’s Color of the Year has evolved alongside the automotive industry itself. What began with Radiant Red in 2015 has become a global initiative that brings together technology, design, consumer insights, trend forecasting and our expertise in coatings. Each selection has reflected a different moment in automotive design and changing ideas around luxury, performance, individuality and personal expression.

Over the past 13 years, the program has also become an important way for us to translate broader global trends into something meaningful for automotive designers and OEMs. Our goal isn’t simply to identify what is popular today; it is to look ahead and anticipate the colors and finishes that may resonate with consumers several years into the future.

CW: What are the global consumer, design and automotive trends influencing today’s color decisions?

Boland: One of the strongest trends we see is a continued desire for individuality and personalization. Consumers increasingly view their vehicles as an extension of their identity, which creates opportunities for colors that offer more personality and emotional resonance. At the same time, sophistication and longevity remain important. Neutrals continue to play a major role globally, but expressive colors can be bold without sacrificing a premium or refined appearance.

Automotive color is also influenced by much more than what is happening within the automotive industry. Our teams look at fashion, product design, technology, culture and changing consumer lifestyles, while recognizing that preferences vary significantly by region. Red, for example, can communicate everything from confidence and luxury to celebration, prosperity and new beginnings depending on the market. Understanding both those global movements and regional nuances is an important part of color forecasting.

CW: What is the process of selecting a color? Please explain the science, research and forecasting behind selecting a Global Automotive Color of the Year.

Boland: Selecting a Color of the Year brings together both the art and science of color. Our color experts continuously look at global automotive and design trends, consumer preferences, cultural influences and emerging ideas around how people want to express themselves. We then consider how those insights can be translated into a color that is not only visually compelling, but relevant and manufacturable for the automotive industry.

From a technical standpoint, automotive color is much more complex than selecting a single pigment. Pigment concentration, particle size, flake orientation and application all affect the final optical appearance. With Redefined, the magenta and maroon pigments work together to create its rich, saturated ruby hue, while a combination of a red pearl, rutile red pearl and ultra fine aluminum impacts the way light interacts with the coating to create luminosity, dimension and visual movement.

That interaction with light is an important part of what makes an automotive finish distinctive. The pearl effects add dimensionality as the vehicle is viewed from different angles, while the ultra fine aluminum provides controlled metallic brightness. The result is a multidimensional ruby red that changes subtly across the contours of a vehicle while maintaining its sophisticated, jewel-like character.

CW: What does this final selection represent as Axalta closes one chapter of its color story and looks toward what comes next?

Boland: There is a meaningful symmetry to this year’s selection. Thirteen years after Radiant Red began Axalta’s Global Automotive Color of the Year story, Redefined reimagines this iconic automotive color for today. Advances in pigments, effect technologies and color science have transformed what’s possible, giving Redefined its deep ruby tone, multidimensional appearance and sophisticated, jewel-like character while demonstrating how automotive color continues to evolve.

Importantly, we did not select Redefined simply because our first Color of the Year was red. It stands on its own as a reflection of where we believe automotive color is today. The connection to Radiant Red gives it an additional layer of meaning and creates an opportunity to celebrate 13 years of Axalta color expertise and innovation while remaining focused on the future.

That forward-looking idea is also reflected in the inspiration behind Redefined. The color is about the journey — the moments, memories and unexpected discoveries that give meaning to the road ahead. In that sense, Redefined feels especially fitting for this moment: it honors where we have been, while embracing the idea that some of the most meaningful possibilities are the ones we have yet to discover.