Axalta Coating Systems selected Solar Boost as its 2026 color, describing it as a warm and inviting orange that evokes the energy of the sky from sunrise to sunset. Designed for contemporary vehicles, the shade delivers a brighter, more dynamic appearance thanks to its champagne-like metallic shimmer.
Color Choices Shape Purchase Decisions
Axalta noted that vehicle color strongly influences first impressions, from perceptions of safety to a sense of sportiness and elegance. Hadi Awada, President of Global Mobility Coatings at Axalta, said Axalta research shows that more than 80% of buyers view color as a “key factor” when choosing a vehicle, underscoring the need for OEMs to closely track evolving consumer preferences.
A Shift Toward Distinctive Colors and Regional Meanings
In its statement, Axalta said Solar Boost signals a broader shift toward more personalized design choices that reflect individual identity. According to the company’s global color research, orange is associated with warmth, optimism, and creative energy in North America, while in Latin America it is often linked to vitality and celebration. In the Asia-Pacific region, Axalta highlighted a rising preference for saturated, bold tones, particularly in fast-growing segments such as electric vehicles.
Where Art Meets Science
Axalta Chief Technology Officer Robert Roop said Solar Boost is the result of an approach that combines the influence of human psychology and popular culture on color selection with expertise in color science, optics, and coatings formulation.
Axalta added that 2026 marks the 12th year of its Automotive Color of the Year program, with teams dedicated to color design and trend forecasting supporting manufacturers in shaping color portfolios aligned with consumer expectations.
Source: ir.axalta.com
