WILMINGTON, DE - Axalta Coating Systems has unveiled a new brand name for DuPont Refinish, a leading global brand of automotive refinish systems. Cromax®, the new brand name, will be accompanied by a bold new logo that visually conveys the spirit of the brand.
Charles Shaver, Chairman and CEO of Axalta Coating Systems, commented on the new brand: “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 body shop to the back.”
Cromax includes all of the product lines that are part of the DuPont Refinish franchise, such as Cromax Pro, Chroma Premier®, ChromaBase® and Centari®. The individual product lines will remain the same, keeping the same quality, formulations and technology.
The complete rollout of the new Cromax identity across the full portfolio of products will take some time, and more information about Cromax will be communicated throughout the remainder of 2013.