EVERCOAT® Launches Brand Refresh & Trio of New Products at SEMA 2025

CINCINNATI--(BUSINESS WIRE)--EVERCOAT^® a leading innovator in automotive repair solutions, is excited to announce the brand will return to SEMA November 4-7^th in Las Vegas, NV. As part of the show, EVERCOAT^® is launching a full brand refresh alongside three new products.

Brand Refresh

EVERCOAT^® partnered with Cincinnati-based agency Hyperquake to modernize & elevate the brand. As part of the refresh, the brand completely overhauled its go-to-market approach, including packaging architecture, communication platforms, and visual identity. The work is underpinned by a new campaign idea, “Beneath the Surface, Beyond the Standard” which speaks to the importance of the brand’s foundational role in the repair process and commitment to the highest-quality work.

“We wanted to re-establish Evercoat’s value proposition – premier performance” noted top marketer Mike Schneider. “The new visual identity brings fresh energy to the brand, drawing on our heritage while also charting a course for future growth.”

Notable changes include:

• End-user friendly GOOD/BETTER/BEST product tiers
• Easy-to-navigate packaging with benefit icons & improved how-to-use application instructions
• New & improved communication platforms including website and socials that simplify the end-user experience and encourage discovery
• Optimized visual identity including logo refinement oriented on speed & performance

“Evercoat is a trusted, timeless leader in the space,” noted Ryan Bedinghaus, Executive Director at Hyperquake. “We’re extremely proud of the work we’ve done with Evercoat – and know that the refresh will positively impact the category as well.”

New Innovation x 3

EVERCOAT^® will launch three new products at SEMA including new Light Speed^® Premium Lightweight Filler and Light Speed^® Premium UV Cure Primer, as well as Slick Sand™ Optex^® Primer.

“With decades of leadership in innovation across premium fillers, putties, and primers, Evercoat continues to source insights that help solve emerging challenges for our end users,” said Dan Clarke, Vice President and General Manager at EVERCOAT^®. “UV technology is hitting its stride, and these new products are designed to help all shops — including single-shop operators — boost profitability by driving greater efficiency.”

Light Speed^® features two products, a premium lightweight filler and a premium UV cure primer surfacer.

Key Benefits of Light Speed^®

• Light Speed^® Optex^® Premium Lightweight Filler
  • Unique Dual-Cure System
  • 3min Ultra Fast UV Cure Time (with lamp/20min without)
  • Industry-Leading Sanding & Clog-Free Formula
  • Industry-leading Spreadability & Ultra Smooth Finish
  • Virtually Eliminates Pinholes
  • 500+ Hours Corrosion Resistance (ASTM B117)
  • Industry-Leading Adhesion to Majority of Substrates including OEM Paint

• Light Speed^® Premium UV Cure Primer Surfacer
  • 1K, Ready-to-Spray, Great for Use Every Day
  • 5min Ultra Fast UV Cure Time (with lamp)
  • Stable in spray gun for up to 48 hours
  • High Build (2-2.5mils per coat)
  • Superior Sanding
  • Industry-Leading Filling, Leveling and Coverage
  • 500+ Hours Corrosion Resistance (ASTM B117)

Key Benefits of Slick Sand™ Optex^®

• Slick Sand™ Optex^® Polyester Primer Surfacer
  • Evercoat’s #1 Primer, now with a Built-In Color-Changing Guide Coat that sprays pink and sands gray
  • Ultra High Build (4-6mils per coat)
  • Easy Sanding
  • Superior Filling & Leveling
  • VOC Compliant

EVERCOAT^® will be jointly showcasing Slick Sand™ Optex^® and Light Speed^® products at SEMA Booth #33109 with INDASA USA during regular show hours November 4-7^th, 2025 in addition to the SEMA New Product Showcase. The brand invites its current and prospective customers to come to learn more.

About EVERCOAT^®

EVERCOAT^®, based in Cincinnati, OH, produces premium fillers, putties, and primers that serve the professional automotive, marine, and home repair markets. EVERCOAT^® began in 1953, and with 70+ years of category-leading innovation, has grown to one of the strongest portfolios of trusted repair brands including EVERCOAT^®, EVERCOAT^® Body Shop, EVERCOAT^® Marine, Home Fix^®, and Clay Magic^®. Please visit Evercoat.com for the latest news and information.