David Savastano, Contributing Editor11.08.23
Typically, automotive colors stay in narrow lanes, from the classic white to grays and blacks, with some reds, blues and other colors mixed in. For 2024, BASF, one of the major global automotive paint manufacturers, is seeing a completely different vibe for its Automotive Color Trends Collection.
Each year, BASF’s designers have a trend workshop to take a deep dive into regional trends, and determine a global direction for color. The Automotive Color Trends Collection is intended to inspire customers, the automotive designers, with new and different shades for their designs that will hit the road in three to five model years.
The 2023-2024 collection is called ON VOLUDE, providing colors that increase the focus on sustainability and functionality. For example, the North American Key Color is ZENOMENON, a next-gen novelty that will pull through with invigorated structure to bring to light the phenomenon of color purely perceived as the result of light dancing between microscopic structures.
In this case, what mimics a transparent blue mid-coat is actually crystal clear and free of traditional colorants offering fresh avenues toward both conscious and customized design.
BASF’s designers are constantly researching color. In general, the process never stops. By the time an Automotive Trends Collection is released to customers and the public, BASF’s designers are already working on new colors.
“We connect with a broad network of designers and artists, and look at science, technology, media, architecture, food, textiles, the economy, broad social trends, and many other sources,” said Mark Gutjahr, head of global automotive color design for BASF. “Even the most ordinary places can be a source for research – fairs, markets, nature trails, big cities, small towns, and everything in-between.”
“In general, research is on our radar throughout the entire year,” said Chiharu Matsuhara, head of automotive color design in Asia Pacific for BASF. “We observe trends to understand and track developments in the market. Then we run workshops to consolidate what we’ve learned into our ongoing global trend insights – and it is a global process, with all our teams in all regions of the world.”
The name ON VOLUDE was coined to capture that idea of flexibility, freedom, and forward-looking perspectives. ON VOLUDE contains functional concepts with realistic approaches. BASF’s design and technology teams set a global benchmark in color by also focusing on technology and innovation, which are important drivers for the automotive industry. The target is to meet those functional requirements while still being visually and haptically exciting.
The trends are different between regions, and there are key factors that create these differences, beginning with the types of vehicles.
“There are communalities and differences among the regions. One of the biggest reasons for the difference is the shapes of vehicles that are the most popular,” said Gutjahr. “While smaller vehicles are more popular in Asia Pacific and Europe, larger SUVs and CUVs are more popular in the Americas. Not all colors work well on all vehicle body styles.”
The European market is showing a new openness for non-traditional automotive colors. China is more agile and more colorful on the smaller vehicles that dominate the market. In the Americas, white, black, and other achromatic colors are seen most often on larger SUVs and CUVs.
The shift in color is opening doors for some less traditional colors, like green or gold, to take their place alongside the standards of white, gray, black, and other neutrals.
BASF’s color experts note that ZENOMENON is a next-gen novelty that uses an aspiring bio-based development engineered to bring to light the phenomenon of color purely perceived as the result of light dancing between microscopic structures, long observed within the natural world. In this case, what mimics a transparent blue mid-coat is actually crystal clear and free of traditional colorants offering fresh avenues toward both conscious and customized design.
Pastels play an important role in the color palette for EMEA, introducing interesting non-automotive color positions. PREDICTOR is a near neutral, soft color position that tells us something about the importance of the human factor in the future by adding a sharp, warm sparkle to the matte surface. The cross between orange and beige displays a fascinating deepness in that color area, introducing color concepts linking to future mobility.
The key color for Asia Pacific is a light green hue that shows the region’s positive attitude and growth even during difficult times. ELECTRONIC CITRUS reflects this atmosphere in a fluorescent color in the light green space with an airy blue highlight.
The question is whether auto buyers will be selecting more unique colors going forward, and will auto makers offer more customized options.
“Yes and yes,” said Gutjahr. “Our collection is driven by this idea of differentiation through color and new unique color positions. There are more brands in the market, and all need differentiation and colors that communicate their brand identity. Exterior paint is one of the most visible ways to do that.”
Each year, BASF’s designers have a trend workshop to take a deep dive into regional trends, and determine a global direction for color. The Automotive Color Trends Collection is intended to inspire customers, the automotive designers, with new and different shades for their designs that will hit the road in three to five model years.
The 2023-2024 collection is called ON VOLUDE, providing colors that increase the focus on sustainability and functionality. For example, the North American Key Color is ZENOMENON, a next-gen novelty that will pull through with invigorated structure to bring to light the phenomenon of color purely perceived as the result of light dancing between microscopic structures.
In this case, what mimics a transparent blue mid-coat is actually crystal clear and free of traditional colorants offering fresh avenues toward both conscious and customized design.
BASF’s designers are constantly researching color. In general, the process never stops. By the time an Automotive Trends Collection is released to customers and the public, BASF’s designers are already working on new colors.
“We connect with a broad network of designers and artists, and look at science, technology, media, architecture, food, textiles, the economy, broad social trends, and many other sources,” said Mark Gutjahr, head of global automotive color design for BASF. “Even the most ordinary places can be a source for research – fairs, markets, nature trails, big cities, small towns, and everything in-between.”
“In general, research is on our radar throughout the entire year,” said Chiharu Matsuhara, head of automotive color design in Asia Pacific for BASF. “We observe trends to understand and track developments in the market. Then we run workshops to consolidate what we’ve learned into our ongoing global trend insights – and it is a global process, with all our teams in all regions of the world.”
The World of ON VOLUDE
When BASF’s designers looked at what their trend signals were telling them, they realized it’s time for a color update, as the classic automobile color wheel has had its day. Non-classic automotive hues emerged, propelling colors through a series of shifts reflecting a positive mood, with a focus on lighter shades and the exploration of new, expressive color spaces.The name ON VOLUDE was coined to capture that idea of flexibility, freedom, and forward-looking perspectives. ON VOLUDE contains functional concepts with realistic approaches. BASF’s design and technology teams set a global benchmark in color by also focusing on technology and innovation, which are important drivers for the automotive industry. The target is to meet those functional requirements while still being visually and haptically exciting.
The trends are different between regions, and there are key factors that create these differences, beginning with the types of vehicles.
“There are communalities and differences among the regions. One of the biggest reasons for the difference is the shapes of vehicles that are the most popular,” said Gutjahr. “While smaller vehicles are more popular in Asia Pacific and Europe, larger SUVs and CUVs are more popular in the Americas. Not all colors work well on all vehicle body styles.”
The European market is showing a new openness for non-traditional automotive colors. China is more agile and more colorful on the smaller vehicles that dominate the market. In the Americas, white, black, and other achromatic colors are seen most often on larger SUVs and CUVs.
The shift in color is opening doors for some less traditional colors, like green or gold, to take their place alongside the standards of white, gray, black, and other neutrals.
The Colors of ON VOLUDE
When looking at the key colors for each region – ZENOMENON for North America, PREDICTOR of EMEA and ELECTRONIC CITRUS for Asia Pacific – we see unique hues tailored to each area.BASF’s color experts note that ZENOMENON is a next-gen novelty that uses an aspiring bio-based development engineered to bring to light the phenomenon of color purely perceived as the result of light dancing between microscopic structures, long observed within the natural world. In this case, what mimics a transparent blue mid-coat is actually crystal clear and free of traditional colorants offering fresh avenues toward both conscious and customized design.
Pastels play an important role in the color palette for EMEA, introducing interesting non-automotive color positions. PREDICTOR is a near neutral, soft color position that tells us something about the importance of the human factor in the future by adding a sharp, warm sparkle to the matte surface. The cross between orange and beige displays a fascinating deepness in that color area, introducing color concepts linking to future mobility.
The key color for Asia Pacific is a light green hue that shows the region’s positive attitude and growth even during difficult times. ELECTRONIC CITRUS reflects this atmosphere in a fluorescent color in the light green space with an airy blue highlight.
The question is whether auto buyers will be selecting more unique colors going forward, and will auto makers offer more customized options.
“Yes and yes,” said Gutjahr. “Our collection is driven by this idea of differentiation through color and new unique color positions. There are more brands in the market, and all need differentiation and colors that communicate their brand identity. Exterior paint is one of the most visible ways to do that.”
