Axalta Races into Sponsorship

Take a look at Jeff Gordon's newly repainted NASCAR Chevy #24, shown here in the Poconos 400 with the colorful Axalta sponsor logo.

Who's Axalta?

Axalta used to be DuPont Performance Coatings, a long-time sponsor of Jeff Gordon's car.

Now the coatings business has a new owner (Carlyle Group) and a new brand identity.

That means Jeff Gordon's car is sporting a new look, different from the "rainbow warrior" look it had with the DuPont logo (see right). Even non-NASCAR fans know this car if they have young relatives with diecast cars fashioned after Gordon's model.

Axalta wants Gordon's car to stand out from the pack when fans watch NASCAR on TV. Continuing a sponsorship that was successful for DuPont gives Axalta a wonderful opportunity to gain recognition and build its image among fans and followers.

Gordon himself is enthusiastic about the new arrangement: "What’s meaningful to me is that the name is new, but this is the same company that took a chance on a kid in 1992," he says.