Axalta Coating Systems has announced Cromax, the new brand name for DuPont Refinish, the first step in the transition to the new Cromax identity.
“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 bodyshop customers, distributors and importers involved in the refinish business around the world,” said Charles Shaver, Chairman and CEO of Axalta Coating Systems.
“Cromax is already an established, well-known product name in our key markets. 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 bodyshop to the back.”
The Cromax family of brands promises improved productivity, backed by products engineered for easy, quick and accurate application. Cromax includes all of the great product lines that are part of the DuPont Refinish franchise today such as Cromax Pro, Imron Fleetline and Centari. Everything about the individual product lines will remain the same – the same quality, formulations and technology will continue to provide customers with innovative solutions.
“Cromax will be ’A Fresh Face for Productivity’ as the new name, logo and design reflects a strong dynamic path forward. Axalta will continue to win with Cromax,” Stan Willmott, Managing Director, Axalta Coating Systems ANZ, said.
“There are three key take-away messages for the market with the announcement. Firstly, that product availability, product quality and support services remain the same. Secondly that Axalta Coatings Systems is committed to building a stronger brand in Cromax through a more vibrant and dynamic integrated product portfolio based on the success of Cromax Pro in the marketplace. And finally that you may continue to use all the products and all other support tools that carry the DuPont Refinish name during the transition period,” he said.
The complete roll out of the new Cromax identity across the full portfolio of products will take some time. This announcement is the first step and more information about Cromax will be communicated throughout the remainder of 2013. New Cromax product labels will begin to appear in 2014 depending on location. In the meantime, all products, colour tools and other resources with the DuPont Refinish name may continue to be used by importers, distributors or bodyshop customers.