Axalta Coating Systems recently announced Cromax as the new brand name for DuPont Refinish, a leading global brand of automotive refinish systems. Along with a bold new logo that visually conveys the spirit of the brand; the launch of Cromax is part of Axalta's on-going commitment to its customers to be built for performance.

"The Cromax name and vibrant logo provide a fresh, new look to a superb line of refinish products that enjoy tremendous loyalty among thousands of body shop customers, distributors and importers involved in the refinish business around the world," said Charles Shaver, chairman and CEO of Axalta Coating Systems. "Cromax is already an established, well-known product name in our key markets. Today, we're elevating the Cromax name to embrace a portfolio of products that together will provide our customers with choices to support them from the front of the body shop to the back."

The Cromax family of brands promises improved productivity, backed by products engineered for easy, quick and accurate application, according to the firm. Cromax includes all of the product lines that are part of the DuPont Refinish franchise today such as Cromax Pro, Chroma Premier, ChromaBase and Centari. Everything about the individual product lines will remain the same.

The complete roll out of the new Cromax identity across the full portfolio of products will take some time. Recent announcement is the first step in this process and more information about Cromax will be communicated throughout the remainder of 2013. New Cromax product labels will begin to appear in 2014 depending on location. In the meantime, all products, color tools and other resources with the DuPont Refinish name may continue to be used by importers, distributors or body shop customers.