Axalta Coating Systems will pay homage to color and coatings technology from the birth of automotive design in the 1920s to the era of American Classics, at the annual Specialty Equipment Market Association (SEMA) tradeshow in Las Vegas, Nevada, on November 3-6, 2015 at the Las Vegas Convention Center.

“Axalta’s color leadership is the result of our long history in color styling. We invented the first sprayable colors in the early 1920s and pioneered the use of color in the automotive design process,” said Nancy Lockhart, Axalta Color Marketing Manager.  “We have been tracking automotive color trends longer than any coatings company.”

Axalta invites SEMA visitors to come on into the larger-than-life Cromax® MosaicTM paint can in booth number 22931 where displays will showcase the colors that became the “icons.” Hues like True Blue, the first sprayed color, British Racing Green, Gypsy Red and Hugger Orange.  Axalta will also offer a sneak peek into the future of color as well as provide an opportunity for attendees to contribute their ideas to the future of color.

“It’s simple, Axalta has the most experience. In 1926, we created a color advisory service in New York, taking orders from automobile companies and advising them on style and color,” added Dan Benton, Axalta North American Color Marketing Manager. “We lead the way on color measurement in automotive coatings and the use of digital displays to accurately render color on screen.  We also invented the first colorimeters in the 1940s.  Today, ours is the most advanced spectrophotometer in the refinish industry. We live color.”