Axalta Debuts Custom-Built Dodge Charger in “Sahara”

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Axalta unveiled a custom-built 1966 Dodge Charger painted in “Sahara”—Axalta’s 2019 Automotive Colour of the Year—at the 2019 SEMA Show that was held in Las Vegas.

As stated by the company, this debut was significant because “Sahara” was featured for the first time on a custom-built vehicle. Additionally, the Charger, built by Rutterz Rodz and owned by Doyle and Karen Thomas, was viewed by the public for the first time as well.

“I knew this colour had to be on the Charger,” said Mike Rutter, owner of Rutterz Rodz. “The Sahara bronze colour enhances the lines of the Charger. When I opened the can, I was just blown away by it.”

“We’re thrilled to see this colour on this car,” said, Troy Weaver, Vice President of Axalta, Global Refinish. “We knew when we developed it that we had something special, but it wasn’t until this debut on the Charger that we can truly see how outstanding the colour is on a custom vehicle. Rutterz Rodz did a phenomenal job finishing the Charger in Sahara.”

Axalta’s Cromax brand was used by Rutterz Rodz to finish the vehicle in “Sahara”. Axalta notes that its Cromax brand is designed to meet the requirements of custom builders who not only need a wide selection of colour options but also quality finish.

SEMA attendees had the chance to view the vehicle at Axalta’s booth which was on display until the end of the event.

According to Axalta, this is the fifth time that the company has announced an Automotive Colour of the Year with “Sahara”. The colours chosen in previous years are StarLite (2018), Gallant Gray (2017), Brilliant Blue (2016) and Radiant Red (2015).

As per Axalta’s Global Automotive Color Popularity Report, Sahara belongs to its “Popular Duo” category. This category is made of colours that globally popular for all vehicle types. The colours in this “duo” are for mass consumer acceptance and mass customization options. The number of brown/beige vehicles is on the rise in North America while yellow/gold are quite popular in India and China.

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