Deep Ruby Red ‘Redefined’ Named Axalta’s Vehicle Color of the Year
The finish "brings a new perspective to automotive color with a sophisticated, jewel-like character," says the company...
Global coatings company Axalta Coating Systems unveiled “Redefined” as its 2027 Global Automotive Color of the Year. A saturated, luminous ruby red, “Redefined” catches and reflects light with a subtle sparkle, creating unexpected depth and dimension and a sophisticated, jewel-like appearance, company officials stated in a press release.
Rooted in heritage but designed for today’s world, “Redefined” reflects consumers’ growing desire for vehicles that feel expressive and personal while remaining refined and enduring, according to the company. The deep, ruby red finish offers a contemporary interpretation of an iconic automotive color, balancing the confidence and emotion associated with red with a distinctive character that feels modern and sophisticated.
“‘Redefined’ represents where we see automotive color going—expressive and individual, but still refined and timeless,” said Matthew Boland, vice president of Global Refinish Technology at Axalta. “The deepness of the ruby tone combined with its luminosity and depth creates a color that comes alive with the vehicle. 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.”
Contemporary Evolution
Inspired by the moments, memories and experiences that make every journey meaningful, according to the company, “Redefined” celebrates the joy of discovery. “Like finding an unexpected destination or a new road, the color is designed to reveal its character through the experience, creating a finish that feels personal, distinctive and enduring.”
“Redefined” offers a contemporary evolution of the red that began Axalta’s Global Automotive Color of the Year story with “Radiant Red” 13 years ago, officials note. Advancements in pigments, effect technologies and color science have opened new possibilities for the iconic automotive color, allowing red to become richer, more dimensional and more sophisticated.
Axalta’s global color experts draw on color science, consumer insights and global automotive and design trends to anticipate where color is heading and translate those insights into manufacturable coatings for vehicle manufacturers around the world.
