Challenge

New low VOC environmental regulations in the vehicle paint and refinishing industry have made it extremely challenging for independent shop owners who pride themselves on their artistry and craftsmanship to achieve the same high-quality finishes with water, rather than solvent, basecoats. To make matters worse, new basecoat paint products were being rushed to market without the input of the very customers they serve – the painters themselves.

Opportunity

Axalta created Cromax Mosaic, a low VOC solvent basecoat that allows auto paint shops to continue operating at the highest quality and volume levels without compromising performance or craftsmanship while meeting all the latest safety and environmental regulations. And they did it after taking into account the shop owners’ frustrations, what’s at stake and what matters most to their painters. We collaborated with TruStar Marketing to bring those concerns to life in a very personal way.