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 in the field of future mobility, we accelerate digital innovation.

Harald Borgholte

“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, Divisional Digital Officer

Body shop: Seamless digital experience

Refinity is our cloud-based digital platform designed to drive body shop business success. 
BASF Coatings, Münster

Virtual Colors

Get to know our platform for digital visualization of car colors. AUROOM enables OEM designers to access a database of photo-realistic virtual car colors. 

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
  • grow by creating new digital business models 
  • make digitalization an integral part of our business by empowering our teams across the globe
BASF Coatings, Münster

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. 


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.                  

Our digital thinking

Design thinking, Lean Startup and SCRUM – learn how we develop new digital business models with agile methods and why we can’t wait to start our next sprint with you.