06/29/2010

Tailor-made success no coincidence

• BASF Coatings offers its automotive customers comprehensive services
• Latest version of ColorCARE® Toolbox also improves color harmonization for special-effect paints

Münster. Offering customers high-quality products is one thing. For real added benefits, however, you need a portfolio that goes far beyond this. With its wide range of services, BASF Coatings brings BASF’s principle “We help our customers to be more successful” to life. Take the most recent example: the current version of the ColorCARE® color management system, which now expands possibilities for color harmonization.          

As a supplier for the automotive industry in the area of OEM coatings and automotive refinish products, BASF Coatings is one of the market leaders. The relationship to the customer doesn’t stop with the offer and sales of paints, though. In the OEM coatings production segment, a wide service portfolio supports the customers. Dr. Wolfgang Reckordt, head of Technical Marketing at the OEM Coatings Europe unit, underscores the holistic approach: “For us, a sustainable concept is especially important. This enables customers to receive tailor-made services as needed that permit more efficient work.”

The services can be divided into three areas. The comprehensive standard portfolio includes customer-specific quality controls, material adaptations and technical field service. They are needed in order to meet the high quality standards of the customers in the automotive industry. BASF uses a global quality organization to ensure that the most ambitious standards are met at any site, anywhere. 

BASF also offers customer-specific service packages, for instance as a partner of a system suppliership, ranging from material requirements planning and warehouse management to color management and even extending to far-reaching responsibility in the coating process at the customer’s site. BASF Coatings uses this in-demand know-how to support its business partners, whereby the partners determine the scope and content of the service packages themselves.

In addition, BASF offers individual services as needed. A prime example is the ColorCARE Toolbox. ColorCARE stands for color controlled accuracy and reliability and is a monitoring and early warning system that ensures perfect color matching. State-of-the-art software enables ongoing monitoring of the color matching between bodies and add-on parts, such as hatches, rear-view mirrors or door handles. Combining instrument-based colorimetry with analytical software converts this statistical data into graphics and indicates deviations reliably and early on. Afterward, the color can be adapted to the customer's needs. In this way, subsequent corrections and ensuing costs can be avoided. The latest version also supplements the color data for special-effect finishes, such as sparkle effects.  

The services do not stop at instruments, however. In the company-run Coatings Academy training program, the customers’ employees can learn to use the products properly and efficiently. Here, too, detecting and avoiding errors in the coating process is top priority. 

Meeting the high legislative requirements, that are constantly changing, is a huge challenge for many companies. BASF uses its expertise to support its customers in this area as well. For instance, the company advises its business partners on the implementation of the EU's REACH chemical directive or offers comprehensive know-how on products and processes from the point of view of eco-efficiency. In addition, the customers receive advice on how to plan their coating line, and get support with starting up new coating lines. This results in more efficient and, at the same time, more environmentally friendly work processes.

“Today, merely supplying the optimum product is not enough,” Reckordt explained. “We offer specific solutions to meet customers’ needs and develop customized services. We don’t leave the result to chance, but rather help bring about tailor-made success for our business partners.” The product has to fit. BASF Coatings’ services are a true added benefit for its customers.