Axalta Celebrates Success of Challenger Refinish Brand with Customers in the UAE

Axalta Coating Systems, one of the market leaders in paints and coatings, celebrated the success of one of its refinish brands Challenger in the UAE in collaboration with its importing partner in the UAE, Trichy Trading.

Over 100 users of challenger attended the event which was held at Axalta’s state-of-the-art UAE-based Regional Training Centre to mark the success that the system’ has had in the market and to showcase its new coverage enhancer concept. The coverage enhancer concept helps to reduce the time and costs associated with the process and provides good coverage in fewer coats than before.

Axalta launched Challenger in the UAE at the end of 2016. Backed by Axalta’s global technical expertise, the refinish system is now widely used in body shops in the region for light and commercial vehicle finishing with European quality and easy application.

The Axalta team demonstrated Challenger’s advanced application methods and techniques during hands-on sessions at the event and shared its insight on how to tackle challenges faced in the auto aftermarket. Customers also had a chance to witness how the Challenger Spectrophotometer works together with its new generation color software, which delivers significant improvements in color matching speed and accuracy.

Commenting on the success of Challenger, Fadi Medlej, Axalta Managing Director, MENA, said that as a global leader in the refinish market, Axalta’s goal is sustain its leadership position in the UAE and every other country in the region.

He said, “We are committed to supporting and servicing our large and loyal Challenger customer base through our Refinish Training Centre capabilities, and we thank Trichy Trading for its dedication and hard work as our partner to ensure spotless execution in its support and development of the customer base.”

Mohamed Jaffer, the owner of Trichy Trading, said as Axalta’s chosen partner for its Challenger refinish brand, Trichy Trading appreciated the support and trust it receives from Axalta. He said that his company would continue to deliver professional support and services to new and existing customers.

The Challenger range provides consistent, reliable repainted surface performance, which is derived from Axalta’s industry-leading expertise in coating technology and cutting-edge colour reproducibility. This expertise is backed by a database of over 100,000 color formulations. The range of products include primer, surfacer, basecoat, top coats, and clear coats as well as fit-for-purpose modern color tools like a color spectrophotometer, color inspector and regularly updated web database.