By John Wray, Axalta Marketing Manager
The 2017 North American International Auto Show (NAIAS) took
place in January and featured key introductions from auto manufacturers. Not to
be outdone, Axalta had its own new reveal to celebrate during NAIAS’ media and
industry preview week, with the launch of its Automotive Color of the Year 2017-Gallant
Gray.
Gallant Gray is a luxurious color enhanced by blue and
silver flakes that produce a unique sparkle effect and dark undertones that
enrich the finish, adding sophistication. Daily inspirations coupled with
extensive research, helped Axalta color designers and product experts select
Gallant Gray as the Automotive Color of the Year.
Gallant Gray made its first splash in the Detroit Free Press
with a feature article titled, “Color of
the Year: One Shade of Gray.” Writer,
Brent Snavely’s article quoted Axalta’s Nancy Lockhart as saying, “Color is starting
to come back, but for right now, gray is the new silver.”
The first Gallant Gray event during NAIAS, aptly named, The Main Event, took place at Detroit’s
historic Orchestra Hall. The exclusive and popular, multi-faceted event
celebrates the start of NAIAS, recognizes industry innovators, and showcases
the latest inspirational fashion designs on a live runway. Axalta debuted
three Gallant Gray pedal cars at The Main Event – two painted by Detroit-area Roseville
High School students and one painted by Detroit’s own Ron Cohen of Mobsteel. As Gallant Gray is designed to be spectacular on
any size vehicle, you can imagine how good the pedal cars looked. One lucky
event attendee won a raffle and took home one of the Roseville High School
pedal cars.
More than 5,000 members of the media from around the world
converged on NAIAS, and they each received a taste of Gallant Gray. Literally.
Axalta greeters in Gallant Gray scarves and pearls welcomed show attendees with
Gallant Gray mints.
Axalta sponsored the annual EyesOn Design awards, the official design
awards for NAIAS. These awards honor the best production and concept
vehicles that debut worldwide at NAIAS. The Axalta Award for Best Use of Color,
Graphics and Materials went to the impressive Nissan Vmotion 2.0 concept
vehicle. At the awards, Axalta also premiered a video detailing the science and art behind the Color of the Year.
Axalta also served as the Presenting Sponsor of the NAIAS Charity Preview, the largest single night fundraiser in the world, which benefits 11 children’s charities. Attendees were again greeted with Gallant Gray mints and enjoyed a Gallant Gray drink (Grey Goose, ginger beer, lime).
Axalta also served as the Presenting Sponsor of the NAIAS Charity Preview, the largest single night fundraiser in the world, which benefits 11 children’s charities. Attendees were again greeted with Gallant Gray mints and enjoyed a Gallant Gray drink (Grey Goose, ginger beer, lime).
After NAIAS officially opened to the public, kids had the
chance to take part in the Axalta Coloring Contest. Children earned daily
prizes for decorating a custom Axalta coloring sheet with a car image designed
by renowned local artist, Brook Banham.
