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Coatings

Driving Digitalization

With a growing number of new digital technologies, trends like Autonomous Driving and Smart Manufacturing, and changing market environments, digitalization is one of our answers to continuously grow and become even more efficient. Together with our customers and collaboration partners, we develop smart digital services and solutions that offer additional value and enhance the customer experience. With new digital business models, we also accelerate digital innovation.

The digital revolution is reshaping and even disrupting the value chains of our industry. Therefore, our goal is to not only understand our customers’ needs, but to anticipate them and serve them with our surface expertise and digital skills.
Harald Borgholte

Harald Borgholte

Divisional Digital Officer

Eycke-Christian Dörre, Managing Director Services at THIELMANN, Harald Borgholte, Divisional Digital Officer at BASF’s Coatings division and Patrick Franke, Managing Director NXTGN, sign the Joint Development Agreement.
New market standards
Tracingo

New market standards

BASF, THIELMANN and NXTGN launched a strategic partnership to further develop and commercialize intermediate bulk container (IBC) trackers. The expertise of the three partners will bring the product “Tracingo” as part of the ibc.digital platform to commercial maturity and set new market standards.
Press release
Employee of a body shop looking at a screen displaying the new digital platform Refinity.
Seamless experience
Body shops

Seamless experience

Refinity is our cloud-based digital platform designed to drive body shop business success. Refinity offers a seamless digital experience to drive efficiency in all areas of business performance, including color, inventory management, repair order management, training, and support.
 
Refinity
Virtual color simulation AUROOM
Virtual colors
Driving Color Design

Virtual colors

Get to know our platform for digital color visualization: With AUROOM, OEM designers can access photo-realistic virtual car colors and speed up the design process.
AUROOM
Painter holds a spectrophotometer on a blue car body.
ColorCARE®
Colorimetic platform

ColorCARE®

This leading-edge IT solution ensures the digital monitoring of color harmony between bodies and add-on parts. The latest generation, ColorCARE® evolution, moves the tool to the cloud and offers unique functions such as a highly flexible dashboard.
 ColorCARE®

As a digital leader in surface solutions, we ...  

  • capture the full potential of data connectivity
  • proactively contribute to customers’ ecosystem platforms
  • develop digital solutions to enhance the customer experience
  • create new digital business models 
  • make digitalization an integral part of our business by empowering our teams across the globe
Car model with virtual car colors on a screen
Our digital solutions

Our digital solutions

Virtual color, digital paint repair tools and augmented reality apps for one’s own home renovation – explore more about our digital solutions. 

Digital Solutions
The multifunctional application robot M-ROB simulates the individual application conditions at the OEMs’ plants and is controlled via software developed by BASF.
Our digital processes

Our digital processes

Connected laboratories, Smart Manufacturing and a vertical integration of our production machines – see what we are working on to become more transparent, efficient and data-driven in our decisions.
Digital Processes
Woman with VR headset
We drive digital innovations

We drive digital innovations

Design thinking, Lean Startup and SCRUM – read more about how we use agile methods to identify and validate new digital business models and why we can't wait to start our next sprint with you.
Digital Incubation Unit