Michael A. Cash has joined Axalta Coating Systems as senior vice president and president, Industrial Coatings. In this newly created position, Cash will be responsible for developing and executing global business strategy for customer segments in which Axalta already holds strong positions with well established brands.
Cash will oversee three core business segments, some of which use both Axalta liquid and powder coatings. Transportation customers include manufacturers of heavy duty trucks, body builders, rail cars and other non-automotive vehicles. General industrial customers include, among others, manufacturers of electrical equipment, oil and gas pipelines and agricultural equipment. Architectural and decorative customers include producers of windows, doors and cladding as well as furniture and appliances.
Prior to joining Axalta, he was managing director, Powder Coatings - Asia Pacific Region at AkzoNobel Coatings and Chemicals where he was responsible for the company’s powder coatings business in eleven countries and oversaw twelve manufacturing facilities. Previously, he was in charge of AkzoNobel’s powder business throughout the Americas.
Cash also held a number of positions at The Sherwin-Williams Company. He was vice president, Automotive International, where he was responsible for sales and general management in all markets outside the U.S. and Canada. He was vice president, Automotive Marketing, responsible for marketing strategy for the company’s refinish, commercial vehicle and OEM plastics businesses and previously was vice president and chief financial officer for its joint venture with Herberts GmbH, which was then a Hoechst company.
Soft-touch or soft-feel coatings are employed to create a variety of haptic effects on plastic, paper and metal substrates. Haptic effects can improve a consumer’s perceived value of the product, and influence them to buy the product over other…