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Cromax Appoints Kevin Torfs New EMEA Brand Manager

Axalta has appointed Kevin Torfs as the Cromax Brand Manager for Europe, Middle East and Africa (EMEA). The announcement coincides with the brand celebrating its fifth year in its incarnation as Cromax.

“At Cromax, we advocate productivity in everything we do,” said Torfs. “We have an esteemed history that dates back nearly 100 years. And, over the last five years, Cromax has gone from strength to strength thanks to the hard work and determination of everyone across the region. I look forward to continuing this momentum, ensuring that Cromax is a brand that drives productivity for its end users at all stages of the paint repair. Our next chapter will be nothing but exciting.”

Torfs has held various roles in Cromax for over 13 years, most recently including Digital Marketing Specialist. He is also a Certified Six Sigma Black Belt for Axalta, the company behind the global refinish brand and a leading global supplier of liquid and powder coatings.

The brand says it is focused on continuing to bring innovative products and services to its body shops, especially energy saving processes which help body shops with their overall energy costs.

“Our attention is also squarely on everything digital,” Torfs explains. “From the most advanced tools and processes to value-adding services, our body shops can achieve improved productivity and optimised workflows.”

Training is another area Torfs is passionate about.

“Continuous professional development is vital, because it doesn’t matter at what stage in their career a refinisher is, our industry is always evolving, so staying on top of new techniques and new products will ensure the best work in the body shop,” he says.

Torfs takes over from Dries Van den Bergh, who moves to a full-time role as Customer Relationship Management Leader for Axalta.