Axalta Coating Systems, a leading global coatings company, today unveiled Redefined, its 2027
Global Automotive Color of the Year, live at Automechanika Frankfurt. 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.
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. 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.”
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. Advances in pigments, effect technologies and color
science have opened new possibilities for this iconic automotive color, allowing red to become
richer, more dimensional and more sophisticated. Redefined reflects that evolution with a deep,
luminous ruby tone and jewel-like character that feels distinctly modern while remaining rooted in
Axalta’s color heritage.