Coating company Axalta has selected Sahara as its fifth Automotive Color of the Year.
According to the company, the golden-bronze-toned Sahara “radiates warmth, richness and strength” for vehicles of all sizes—especially the expanding global truck and SUV markets—and can serve as the principal color for two-tone possibilities, including with black roofs.
“At Axalta, we are seeing car designers leaning toward options for two-toning, accent roofs and stripes,” said Nancy Lockhart, Axalta global color marketing manager. “When it comes to mass customization, Sahara is the type of color that can serve as the foundation for these premium options. Sahara will excite and inspire the industry as it brings together timeless style and luxurious customization for a fashionably fierce finish.”
Born from Axalta’s ChromaDyne line of color coats, which, according to Axalta, are formulated for global automotive manufacturers, Sahara is partly inspired by global trends for warmer shades highlighted in the company’s Global Automotive Color Popularity Report.
According to the report, yellow/gold vehicles are most popular in India and China while brown/beige vehicles increased in popularity in North America more than in any other region.
Sahara is Axalta’s fifth Color of the Year following Radiant Red (2015), Brilliant Blue (2016), Gallant Gray (2017) and StarLite (2018).
According to Axalta, StarLite, a pearlescent white, brought coatings technology into autonomous vehicle discussions. The company stated in a press release that colors under development are tested for readability by autonomous sensors, and Sahara is formulated for visibility.
According to Dan Benton, Axalta Refinish Color Marketing Manager, Axalta’s Color of the Year is another example of how Axalta transfers OEM technology to the aftermarket and repair businesses.
“We get calls every year from some of the industry’s best custom builders looking to use color to differentiate their products,” he said. “We have Sahara formulated and ready-to-go in our industry-leading refinish brands including Cromax, Standox and Spies Hecker.”
Axalta kicked off a year-long celebration of Sahara at this year’s North American International Auto Show in Detroit.