Four coating layers will be named in the new brand taxonomy. Axalta’s primers will be known as HyperDur a name designed to convey optimized film smoothness and adhesion properties. A special pre-coat known as HyperDyne will be the designation for the foundation layer used in Axalta’s 3-Wet waterborne and solventborne Harmonized Coating Systems™that enable wet-on-wet application of the primer, basecoat and clearcoat layer. Axalta’s leading basecoat colors will fall under the brand name ChromaDyne, connoting an array of chromatic attributes and effects. Finally, Axalta’s range of clearcoats, offering the ultimate in finish protection, gloss and appearance, will be known as Lumeera.
“As we build the Axalta brand, it is important we capture the value our durable paint layers provide as they perform consistently under the toughest road and weather conditions and continually appeal to car buyers,” said Steven R. Markevich, Axalta EVP and president, Transportation Coatings and Greater China. “This taxonomy will help us communicate with customers and allow us to introduce new products in memorable ways.”
These names – exclusive to Axalta’s Light Vehicle OEM and automotive plastics coatings products – complement the well-established AquaEC name for Axalta’s entire electrocoat (E-coat) product line. Existing Axalta products will transition to the new naming taxonomy over the course of 2018 in close coordination with customers.