DuPont Refinish Reborn as Cromax
Automotive coatings formerly from DuPont are getting a fresh new face with a rebranding campaign taking place throughout the rest of the year.
Cromax will be the new brand name for DuPont Refinish, a global brand of automotive refinish systems, Axalta Coating Systems announced Sept. 24.
Axalta is the new name of the venerable DuPont Performance Coatings business, which was sold in Feburary for $4.9 billion to The Carlyle Group.
'Fresh New Look'
"The Cromax name and vibrant logo provide a fresh new look to a superb line of refinish products that enjoy tremendous loyalty among thousands of body shop customers, distributors and importers involved in the refinish business around the world," said Charles Shaver, Chairman and CEO of Axalta Coating Systems.
"Today, we're elevating the Cromax name to embrace a portfolio of products that together will provide our customers with choices to support them from the front of the body shop to the back," Shaver added.
Cromax includes all of the product lines that are part of the DuPont Refinish franchise, such as Cromax Pro, Chroma Premier, ChromaBase and Centari, the company says, adding that everything about the individual product lines will remain the same.
The complete rollout of the new Cromax identity "will take some time," according to the company, with more information released through the rest of the year. New Cromax labels will start to appear in some locations in 2014.
Axalta Coating Systems is a global provider of liquid and powder coatings to the automotive, transportation, general industrial and select architectural and decorative industries.