Industry News

BASF Coatings Shows its Colors in Asia

Published on 2004-02-20. Author : SpecialChem

Tokyo. Not being superstitious, BASF NOF Coatings Co., Ltd. (BNC) successfully invited their customers to the 13th Tokyo Color Show. More than 150 customers, most of them working as designers for the automobile and motorcycle industry, and many interested guests seized the opportunity to take a closer look at the new colors during the two-day event.

"Happy Crossing / Happy Balance" was the main subject of the event, which presented eight themes - e.g. "Happy Dream" or "Happy Flowers" -

covering a huge variety. The color experts of BASF Coatings, Renate Weber (Europe), Jon Hall (North America), and Eiji Fujimori (Asia- Pacific) presented about 200 samples, evoking a vivid impression of the trends, that will show up in automobile design within three to six years from their presentation.

Eiji Fujimori has four concepts for his color prognosis for the Asia- Pacific region: optimism, wooded landscape, nature of the future, and energy.

Optimism is reflected in a bright, colorful palette. Green, beige, and brown remind you of a wooded landscape as a symbol of relaxation. Silver and white hues and metallic effects stand for the "nature of the future." The keyword "energy" comprises sensual and mysterious colors such as red or black hues.


For Europe, Renate Weber expects new technical silver hues with a new image based on innovative special effects or soft shades. At the same time, she predicts new facets approaching white silver, a natural white, and a number of interesting gray hues. Silver white, gray, light blue, soft turquoise, and pale greenish yellow suit this trend.

"Energy and beauty" are the keywords the expert uses to summarize another major trend in Europe. Energy and fire are symbolized by yellow, orange, and red. Peace is symbolized by soft gray and green hues. Earth and the energy of growth are symbolized by beige, brown, and gold. Beauty is symbolized by bright, luminous colors. Orange, red, green, yellow, and blue are part of this trend.

Even the Europeans' desire for "privacy" will soon be reflected in automobile colors, says Renate Weber. The colors that would stand for privacy (retreat, contemplation, peace, luxury) are beige, anthracite, gray, or gold.

North America:

Silver will remain dominant also in the North American region. It has, however, already passed its peak in this region as well. Though demand for silver, gray, and white hues will continue, more colorful hues will become increasingly important each year.

In addition to glitter effects and new silver and white hues, Jon Hall sees blue as continuing to be a growing trend for North America. Rich glitter effects are particularly important here. Green continues to show a downward trend, except in the case of hues that tend toward black. For green, Hall suggests a nuance of blue to make the color attractive again.

Red has probably reached its low point in North America. Hall hopes that new pigments that create a bluer red will contribute to new popularity. Red, blue, copper, and gray hues that tend toward black have the hard metallic shine of American trucks or a mysterious appearance. Their attractiveness is based on neutrality since these colors have a neutrality similar to black.

BASF : A major international player in coatings

BASF Coatings AG belongs to the global Coatings Division of the BASF Group. In 2002 the Coatings Division achieved world sales of 2.1 billion euros. The Coatings Division develops, produces and markets a high-quality range of innovative automotive OEM coatings, automotive refinishes and industrial coatings as well as decorative paints, and also the processes needed to apply them. In this business, eco- efficient water-based, powder and high-solids coatings as well as radiation-curable systems play a special part. In Brazil, the company has been successful in the decorative paints market for years and holds the leading position. BASF has a major, global presence in the Coatings sector, with significant market positions in Europe, North America, South America and the Asia/Pacific region, for example with affiliates in Australia, China, India, Japan, and the Philippines. The internet address of BASF Coatings is www.basf-coatings.de

BASF is the world's leading chemical company, offering its customers a range of high-performance products, including chemicals, plastics, performance products, agricultural products, fine chemicals as well as crude oil and natural gas. Its distinctive approach to integration, known in German as "Verbund," is its strength. It enables BASF to achieve cost leadership and gives the company a competitive advantage. BASF conducts its business in accordance with the principles of sustainable development. In 2002, BASF had sales of about €32 billion (circa $34 billion) and over 89,000 employees worldwide. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA), New York (BF), Paris (BA) and Zurich (BAS). Further information on BASF is available on the Internet at www.basf.com.

Source: BASF Coatings

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