Show Stopping at SEMA

The SEMA Show draws the best and the brightest from the automotive and aftermarket industry to Las Vegas every year to showcase the latest in specialty products.

The whirlwind event is filled with networking, product demonstrations, educational seminars and special events. With so much going on, sponsors and exhibitors know they need to pull out the all the stops to get attention and brand recognition.

With that in mind, BASF's Refinish team did just that. From celebrity appearances and vehicle unveilings to new paint solutions, product demonstrations and educational seminars to boost repair shop profitability, there was a lot happening at the BASF booth this year.

Jay Leno visited the booth, touted his love of BASF's Glasurit paint and received his very own Glasurit leather jacket as a token of appreciation. Here's a fun fact: Leno exclusively uses Glasurit paint on his cars.

There were also three incredible vehicles unveiled at the BASF booth.

  • The Ringbrothers' 1965 custom carbon-fiber Ford Mustang dubbed Espionage needed the perfect color to match its military-esque exterior. BASF answered with the Spy Green from the Glasurit 90 line.

  • The 1967 Pontiac Acadian from JF Kustoms featuring R-M ONYX HD custom red.

  • The 1933 Ford Coupe from Chip Foose featuring Glasurit 90 Line custom blue and silver two-tone paint.

Foose is a long-time partner of BASF and exclusives uses Glasurit 90 Line for all of his builds. This year, Glasurit and Chip Foose created the Glasurit Best Paint award, which was given out for the first time at SEMA. The recipient was Richard Gochanour and his 1966 Ford Bronco, which was painted by Adam Krause at The Refinery by Adam Krause Inc.

Richard Gochanour with his 1966 Ford Bronco, painted by Adam Krause at The Refinery by Adam Krause Inc. Greg Hilmer, co-owner of the vehicle, with Shefali Cromer, BASF Glasurit market segment manager, in front of the Bronco.

But it wasn't just about the flashy cars. BASF Refinish prides itself on offering the best solutions and expertise to its customers, as well as providing them with resources to be successful and profitable.

BASF showcased its new Glasurit Water Boosters and UV primers. Also shown were the R-M ONYX HD system and the recently introduced PowerFill Plus DTM Primers.  Onyx HD, the only paint system on the market that can be mixed as either waterborne or solventborne with a single set of toners.

BASF also offered demonstrations for its value-added tools and services that help collision shop owners drive business success. These included:

  • VisionPLUS Online - An online business key performance indicator (KPI) tracking, analyzing and reporting system.
  • VisionPLUS Performance Groups - A formalized group aimed at business owners who are looking to make improvements via financial reviews and idea sharing.
  • Advanced Process Solutions (APS) - A crash course in repair shop efficiency. Built on Lean fundamentals, APS is a process of continuous work flow through the repair process. Current APS shops see improved cycle and touch times along with added capacity and reduced chaos.
  • SmartTRAK - A comprehensive paint shop management system that goes beyond formula retrieval to make the shop more profitable.

It was a busy, fun and worthwhile week at SEMA for BASF Refinish.

To contact a BASF Refinish representative, please email