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High-Tech Color-Shift Paint Featured On 30-Plus Vehicles at SEMA

30 October 2000

The Color of SEMA: High-Tech Color-Shift Paint Featured On 30-Plus Vehicles at World's Largest Aftermarket Trade Event

    LAS VEGAS, Oct. 27 As the automotive industry descends on
Las Vegas next week for the annual SEMA Show, one product already lighting up
the Strip is color-shifting paint featuring ChromaFlair(R) light interference
pigments.
    Developed by Flex Products Inc. of Santa Rosa, Calif., ChromaFlair
pigments use a unique multi-layer structure to reflect light that enters the
paint, giving it the ability to change color depending on the angle of
viewing.  The eight standard pigments can be mixed to create a wide variety of
unique, eye-catching colors.
    More than 30 vehicles at the SEMA Show will be featuring the
technologically advanced paint, including several Ford Explorer Sport Tracs
(the official vehicle of the SEMA Show) and hot-selling Chrysler PT Cruisers.
The show, which attracts 80,000 attendees, features 6,000-plus booths and
800 new products, is the key automotive aftermarket trade show of the year.
The products on display at SEMA range from wheels to sunroofs to
superchargers, all promoting automotive lifestyle and vehicle personalization
trends.  With so many products on display, companies must do something to make
their products stand out to product-hungry retailers looking for the next big
thing.
    "Color sells," said Jerry Droll, marketing manager, Flex Products.
"ChromaFlair pigments are a high-tech way to create colors never seen before,
and the ColorShift(TM) effects help draw in customers."
    "The color-shift paint is amazing," said Bill North, OE/AM sales manager,
WebastoHollandia Sunroofs Inc., who will have a Ford Windstar on display at
the show featuring a paint job enhanced by the silver-to-gold ChromaFlair(R)
pigment.  "The vehicle looks great.  Without question, the paint will bring
people into our booth and help us make sales."
    Major paint companies such as DuPont, Sherwin-Williams, PPG, BASF and
House of Kolor have caught on to this trend offering paint lines using
ChromaFlair pigments.  Some 15 brands of ChromaFlair-enhanced paint are sold
worldwide.
    "The ChromaFlair pigments are creating a whole new way to look at color,"
said George Sweat, DuPont Automotive Finishes.  "Our ChromaFlair-based brand,
ChromaLusion(R), is creating new marketing opportunities for OEMs.  This is
the future of color."
    Although SEMA is a trade-only event, consumers can see "the future" today
at their local body shops and custom paint stores.
    "Paints containing ChromaFlair pigments are easy to apply and repair with
no matching problems," according to custom vehicle builder Joe Verdone of
Truck Creations by Verdone, Scottsdale, Ariz.  "Color-shift paint is extremely
durable and versatile.  You can create any colors you want.  It's really
cool."