AkzoNobel completes successful 2025 roadshow in 12 EMEA countries
AkzoNobel Vehicle Refinishes has completed its ‘From Start to Refinish: The Productivity Drive 2025' roadshow – a pioneering drive aimed at the presentation of the company's latest car paint technology directly to bodyshops, distributors and partners in 12 EMEA countries.
Covering 10 weeks, the roadshow comprised two fully branded trucks visiting 43 different locations and welcoming over 4,000 interested visitors eager to see AkzoNobel's most innovative vehicle refinishing solutions firsthand.
Starting on 23 April 2025 in Madrid, Spain and concluding on 26 June in Didcot, UK, the event offered an experiential and hands-on look at the latest-generation productivity and sustainability technologies specifically designed for the vehicle refinishing sector. Supporting the European-wide initiative was painter Isse, who collaborated with the AkzoNobel Productivity Drive team in Denmark, Germany and Italy – including at Autopromotec, the world-leading international trade fair for automotive equipment and aftermarket products from Bologna.
Apart from communicating with customers and distributors, the roadshow itinerary was also meticulously plotted against AkzoNobel's Automotive Training Centres (ATCs). This provided professional spray painters an opportunity to observe how sophisticated spraybooth systems can significantly improve the working environment of their workshops in addition to optimizing the efficiency of car repair operations.
One of the day's highlights was the official opening of AkzoNobel's new training center in Montataire, France. The cutting-edge building features a complete electric spray booth, state-of-the-art equipment and an energy-recovery system designed to reduce overall energy consumption – reflecting AkzoNobel's ongoing commitment to sustainable innovation.
A central focus of the roadshow was the introduction of the new one-stop application basecoats: Sikkens Autowave Optima and Lesonal Ultimate Basecoat WB. These advanced basecoats are engineered to cut process times, reduce material use and deliver exceptional durability and finish quality.
Live demonstrations at each stop showcased the basecoats in use, as well as AkzoNobel's broader technology platform. This included digital technologies and services such as Refinish+, PaintPerformAir and ColorMatchic – each specifically aimed at enabling customers to boost throughput, streamline processes and achieve quantifiable sustainability gains.
Ignacio Román Navarro, Business Director, Automotive & Vehicle Refinishes EMEA, emphasised direct customer interaction:
“Bringing our innovations directly to customers has strengthened relationships and allowed us to demonstrate how our products and digital tools drive performance within their own businesses. The live demonstrations of the new basecoats in the spraybooth were particularly well-received as they showed just how much time and product can be saved with the one-stop application.”
He added:
“The feedback has been overwhelmingly positive. It’s clear that our solutions are making a real difference by improving bodyshop productivity, enhancing quality and supporting profitability. We remain focused on empowering our customers with solutions that support growth, sustainability and long-term success.”
For more information please visit www.akzonobel.com.
