“Automotive coatings are highly complex colors with texture, color position and surface defining the overall impression. To easily understand the impact of these color parameters on a 3-D shape, the digitized colors enable the user to see this on their individual models” said Mark Gutjahr, head of Automotive Color Design EMEA at BASF’s Coatings division.
Working together with almost every car manufacturer on the market, BASF currently produces over 600 colors in Europe with new colors constantly being designed. This massive portfolio will now be scanned by cameras. The huge amount of appearance data generated during the scan is processed using a sophisticated mathematic model while BASF’s colorimetric know-how contributes to ensuring its authenticity. OEMs can then access the comprehensive color data at the AUROOM platform and render it on different 3D shapes provided by the platform or CAD shapes of their own models.
“Digitalization is an important topic, especially in the automotive industry. We have a lot of experience creating colors in our labs and now we are able to digitize them and create photo-realistic digital reproductions. For our customers, it means the color decision process will become easier, faster and much more effective. They can also use the data for their own brand-specific car configurators so that car buyers can experience automotive colors in their entire variety which supports their buying decision,” said Krzysztof Patryk Stolarzewicz, head of Global Strategic Marketing at BASF’s Coatings division.
In the startup phase, BASF’s virtual color solution will first be introduced to OEMs in EMEA. In addition to the digital platform, the customers will have the chance to experience the technology at AUROOM’s “analog twin” – a specially designed showroom at the Color Design Studio Europe in Münster, Germany. To demonstrate the colors and effects in the most authentic way possible, BASF also developed special virtual 3-D car shapes. Like BASF’s iconic dome shape, the virtual shapes simulate various forms of a car body. In order to assess the compatibility of color with the overall design concept, OEM designers can choose shapes of different vehicle segments in AUROOM for color visualization.