Axalta Names Ruby Red as the Automotive Color of 2027

Axalta Coating Systems has revealed "Ruby Red" as its Color of the Year for 2027, unveiling the new shade at Automechanika Frankfurt. The selection signals a deliberate move toward jewel-like finishes that emphasize layered optical depth rather than the traditional metallic look.

For years, global streets have been dominated by neutral choices such as white, black and gray, and many buyers still favour conservative palettes. Axalta says advances in materials science and nanotechnology for exterior coatings are nudging demand toward richer, more characterful hues.

Unlike conventional metallic paints that rely mainly on metal flakes for reflectivity, Axalta’s Ruby Red is engineered so the visual effect emerges from the interaction of light with multiple coating layers and optimised pigments. That layered optical structure produces changing depth and brilliance depending on the angle of illumination, a result the company compares to the faceted gleam of a cut ruby.

Matthew Boland, Vice President, Global Refinish Technology at Axalta, described the intent behind the choice: "Ruby Red represents the path we imagine for car colour: dynamic, expressive of personal identity and at the same time refined and enduring. The combination of ruby tonal depth with layered brilliance creates a colour that seems to come alive as the vehicle moves."

The Axalta Colour of the Year programme began 13 years ago with a shade called Radiant Red. The 2027 pick is presented as a symbolic return to that family of reds, but powered by recent advances in polymer chemistry and pigment formulation that deliver a markedly different visual effect.

Axalta revealed Ruby Red at Automechanika Frankfurt as part of its broader show presence, underlining the company's continuing focus on refinish and OEM coating technologies.