Gallant Gray Days and Nights at the North American International Auto Show

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).

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.

NAIAS was a great venue to kick-off the year-long celebration of Gallant Gray and the attendees there really enjoyed the color. Stay tuned to Axalta’s Color Blog throughout 2017 for more Gallant Gray updates.