Axalta Coating Systems has announced Cromax® as the new brand name for DuPont Refinish. Along with a bold new logo that visually conveys the spirit of the brand, the launch of Cromax is part of Axalta’s on-going commitment to its customers to provide products and services built for performance.

Speaking about the new name Charles Shaver, Chairman and CEO of Axalta Coating Systems  commented, “The Cromax name and vibrant logo provide a fresh, new look to the popular line of refinish products that enjoy tremendous loyalty among thousands of bodyshop customers, distributors and importers involved in the refinish business around the world.” He added “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.”

Axalta say the Cromax family of brands promises improved productivity, backed by products engineered for easy, quick and accurate application. Cromax includes all of the product lines that are part of the DuPont Refinish franchise today such as Cromax Pro, Cromax Basecoat, Chroma Premier, ChromaBase and Centari.  The company says that everything about the individual product lines will remain the same, in terms of quality and formulations and the advanced technology will continue to provide customers with innovative solutions for their business. 

The complete roll out of the new Cromax identity across the full portfolio of products will take some time and the initial announcement is the first step in this process. 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, color tools and other resources with the DuPont Refinish name may continue to be used by importers, distributors or bodyshop customers.