BASF launches Color Ideation at SEMA

Exclusive automotive color co-creation

BASF first to offer this service to customers

SOUTHFIELD, MI, October 31, 2017 -- BASF launched Color Ideation at SEMA on Monday, October 30.  More than 20 custom car builders attended the invitation-only event hosted by Paul Czornij, BASF Head of Design.

“Color Ideation allows our customers to work hand in hand with the BASF design team and use our expertise in color trends and paint technology to create unique, stimulating finishes,” said Czornij. “We fully incorporate the customer’s ideas and wishes to ensure that they get the ultimate one-of-a-kind color they desire.”

The first customer to experience BASF’s Color Ideation process was Jonathan Goolsby of Goolsby Customs. Together, Goolsby and Czornij co-created the custom color Glasurit Cabernet, Goolsby edition for the 1940 Ford convertible being unveiled at SEMA in the Lokar booth.

“The technical knowledge Paul and his team have about pigments and effects is amazing,” said Goolsby. “With BASF, we were able to create a color that is truly our own.  And it looks every bit as stunning as we imagined.”

To find out more about BASF’s Color Ideation visit www.basfrefinish.com/color_ideation

For press photo click on the link below:
https://www.basf.com/press-photos/us/en/photos/2017/10/10-31-17_BASFColorIdeation_SEMA.jpg
Suggested caption: The 1940 Ford convertible, built by Jonathan Goolsby of Goolsby Customs, features a custom color co-created with BASF. The color, Glasurit Cabernet, Goolsby edition, is the first developed using the exclusive BASF Color Ideation process.

About BASF’s Coatings division

The Coatings division of BASF is a global expert in the development, production and marketing of innovative and sustainable automotive OEM and refinish coatings, as well as decorative paints. We create advanced performance solutions and drive performance, design and new applications to meet our partners’ needs all over the world. BASF shares skills, knowledge and resources of interdisciplinary and global teams for the benefit of customers by operating a collaborative network of sites in Europe, North America, South America and Asia Pacific. In 2015, the Coatings division achieved global sales of about €3.2 billion.

In 2016, BASF acquired Chemetall, a leading global supplier of applied surface treatments for metal, plastic and glass substrates in a wide range of industries and end markets. With this expansion in portfolio, BASF becomes a more complete solution provider for coatings.

Solutions beyond your imagination – Coatings by BASF. For more information about the Coatings division of BASF and its products, visit www.basf-coatings.com.

About BASF

BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has more than 17,500 employees in North America, and had sales of $16.2 billion in 2016. For more information about BASF’s North American operations, visit www.basf.us.

At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. The approximately 114,000 employees in the BASF Group work on contributing to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio is organized into five segments: Chemicals, Performance Products, Functional Materials & Solutions, Agricultural Solutions and Oil & Gas. BASF generated sales of about €58 billion in 2016. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (BAS). Further information at www.basf.com.

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