BASF Refinish Coatings teams up with Michael Young
- First THE CODE project in Asia lands in China
- Celebrating R-M®’s 100th birthday THE CODE is the highlight
- New color inspired by future mobility and history
Foshan, China – August 20, 2019 — After the magic touch of Michael Young, a world renowned industrial designer using BASF’s premium refinish brand R-M®, the SUV assumed a daunting fresh identity when unveiled today at BASF-TGPM Automotive Refinish Competence Center (RCC) in Foshan, Guangdong Province, fulfilling the first THE Code project in Asia.
In 2018, R-M invited a variety of international, prestigious designers from Europe to show their articulation of the future of performance and mobility. A total of 12 designers from 12 countries worked on all forms of transportation over the period of one year on individual projects, including an Aston Martin, a driverless battery bus, an electric scooter and a boat. Now THE CODE launches in Asia with the visionary, award-winning designer Michael Young in China.
The Acura CDX’s new appeal comes from the new color, a New English White created by Michael Young inspired by the car sharing concept, especially for urban consumers in China. “The inspiration came from a historic color called Old English White, used a lot on classic sports cars,” said Michael Young, from Britain, has been based his studio in Hong Kong since 2006, connecting industry and design while trescending various disciplines. “When I discovered the qualities of the R-M paints, I decided to modernize the concept and created a New English White, a fairly neutral and generalized color easily related to every one, having the sense of history on one hand while bringing forward the 21st century into a new decade. ” This is the first time he has ever designed a color for a car.
“THE CODE helps showcase the future of performance and mobility in colors and design.
With it, we underpin R-M’s position as a leading innovative premium brand in the Asian refinish market, which provides our customers with the creativity and flexibility in the next generation of colors and design,” said Chris Titmarch, Vice President, Automotive Refinish Coatings, Asia Pacific. “With R-M paint, we are motivating designers and engineers to create the concepts of the future through experimental design and challenging R-M’s full potential in innovation. Micheal Young’s expertise and skills clearly showcased this and as a result, a new color was born, giving the Acura CDX SUV a new color identity.”
This year R-M brand is celebrating its 100th year in business globally. Since it was established in Detroit 100 years ago, R-M has played a key role in shaping the development of the automotive industry. The founders, Fred Rinshed and Herbert Mason, injected their innovative and pioneering spirit into it. To this day, R-M still remains true to this dynamic driving force the world over.
During this centenary year, the R-M brand celebrates with its customers its greatest success stories and shares these online throughout the world. Various events have been held in Japan and China from earlier this year, including customer conferences, workshops and the ongoing domestic sessions of the R-M Best Painter Contest. Today’s launch of THE CODE is the highlight of the celebration, reaffirming R-M’s brand value, which stands for pioneering spirit, individuality and entrepreneurship.
Acura CDX, customized for China market, is a subcompact luxury crossover SUV, a luxury subsidiary of Honda. The transformed Acura CDX was provided by Mr Xu Qiaohua, Chairman & General Manager from TGPM Automotive Industry Group Co. Ltd., a long-term partner and customer of BASF. Both parties joined their efforts to establish the premium RCC training facility in Foshan last year.
R-M Automotive Refinish: an important part of BASF Coatings
Under the R-M brand, BASF markets a comprehensive range of paint systems for vehicle refinishing. Special focus is given to ecologically efficient water-based paints and high-solid paints. By using these systems all legal solvent-reduction requirements can be complied with, anywhere in the world, and with regard to appearance and resistance, the products meet the same quality standards as solvent-borne paints. In this area, the company offers a wide variety of services to support its customers. R-M Automotive Refinish Paints is approved by most of the leading car manufacturers for aftermarket repair and chosen by the world’s most prestigious car companies for its color expertise.
For all further information, please contact:
Communications, A-ECA Coatings Solutions Asia Pacific
Phone: +852 2731-0109
Mobile: +852 6133-5029