Axalta Unveils 2027 Global Automotive Color of the Year

PHILADELPHIA, Sept. 08, 2026 /CourierPR/ -- Axalta Coating Systems has unveiled its 2027 Global Automotive Color of the Year, a saturated, luminous ruby red named "Redefined." The company showcased this new color live at Automechanika Frankfurt, a significant event in the automotive industry.

According to Matthew Boland, Vice President of Global Refinish Technology at Axalta, "Redefined represents where we see automotive color going, expressive and individual, but still refined and timeless." This deep ruby red offers a contemporary interpretation of an iconic color, combining the confidence and emotion associated with red with a distinctive modern and sophisticated character.

Axalta's global color experts draw on a blend of color science, consumer insights, and global automotive and design trends to create "Redefined." The color reflects a deep, luminous ruby tone and jewel-like character that feels distinctly modern while remaining rooted in the company's rich color heritage. Advances in pigments, effect technologies, and color science have enabled a richer, more dimensional, and sophisticated red, which "Redefined" exemplifies.

"Redefined" is not just a color choice; it is a statement of future trends in automotive design. The deep ruby red finish catches and reflects light with a subtle sparkle, creating unexpected depth and dimension. This sophisticated appearance is designed to reflect consumers' growing desire for vehicles that feel expressive and personal while remaining refined and enduring. The color is inspired by the moments, memories, and experiences that make every journey meaningful, celebrating the joy of discovery and the freedom of the open road.

Axalta's color experts emphasize the importance of staying ahead of color trends. "We are committed to understanding the ever-evolving tastes and preferences of consumers," Boland stated. "The deepness of the ruby tone combined with its luminosity and depth creates a color that comes alive with the vehicle, and it's a great example of how we can take a familiar color and use the art and science of coatings to give it an entirely new perspective."

For vehicle manufacturers around the world, "Redefined" opens new possibilities for creating vehicles that stand out in the market. The deep, luminous ruby red offers a contemporary evolution of the red that began Axalta's Global Automotive Color of the Year story with Radiant Red 13 years ago. This color is designed to reveal its character through the experience, creating a finish that feels personal, distinctive, and enduring.

In summary, "Redefined" is not just a color choice; it is a reflection of Axalta's commitment to innovation and consumer trends in the automotive industry. As the company continues to lead in the coatings industry, "Redefined" will undoubtedly influence the palette of the future.