Pioneer Stories: How AME made the switch to Chromate-free Primers
Chromate-free primers for coil coatings are becoming standard across our Asia & Middle East (AME) operations thanks to systematic collaboration between teams spanning multiple countries and functions. The transition addresses both environmental and performance requirements without waiting for regulatory frameworks to develop in these markets.
The challenge of leading without regulation
Unlike markets with established environmental regulations, many AME countries lack specific requirements for chromate-free formulations. This created a unique challenge: implementing sustainable technologies based on commercial and environmental logic rather than regulatory compliance.
Teams also faced technical hurdles. Inconsistent substrate quality across different suppliers and markets required primer formulations that could maintain performance reliability under varying conditions. The absence of standardized specifications meant each application required careful evaluation and adaptation.
"We couldn't wait for regulatory frameworks to catch up with environmental necessity," explains Chief Technology Officer Gavin Bown. "This project demonstrates how commercial pragmatism and sustainability goals can drive innovation together. The AME region is often perceived as lagging on sustainability initiatives, but this transition shows how treating environmental outcomes as innovation opportunities creates real progress."
Collaborative problem-solving across borders
Success required coordination between technical teams in multiple countries, each bringing different market insights and substrate experiences. Formulation adjustments developed in one market were tested and refined by teams in others, creating a knowledge-sharing approach that strengthened the resulting formulations.
Production teams adapted manufacturing processes to accommodate chromate-free formulations while maintaining quality standards. Commercial teams worked with customers to demonstrate performance equivalence and communicate the environmental benefits of the transition.
This cross-functional collaboration ensured that chromate-free primers met both technical performance requirements and market acceptance criteria across diverse AME applications.
Illustrative image of a coil coating generated using AI
Market-Driven Sustainability
The transition reflects a broader approach to sustainable innovation: treating environmental improvements as business opportunities rather than regulatory burdens. By focusing on performance and commercial viability alongside environmental benefits, teams created solutions that customers could adopt confidently.
Customer education played a crucial role in the process. Teams demonstrated that chromate-free formulations could deliver equivalent performance while reducing environmental impact, helping customers understand the value proposition beyond compliance requirements.
Systematic implementation
The rollout involved extensive testing across different substrate types and application conditions common in AME markets. Teams documented performance data and developed application guidelines that ensured consistent results for customers and applicators.
Training programs supported the transition, ensuring that both internal teams and customer technical staff understood optimal application techniques for chromate-free formulations.
Chromate-free primer adoption across AME operations represents more than a product transition. The way sustainable technologies can advance through market-driven innovation rather than regulatory pressure alone offers a model for implementing environmental improvements in markets where regulatory frameworks are under threat and/or remain limited.
The collaborative approach also strengthened technical capabilities across the region, creating knowledge networks that support future innovation projects. Teams now have proven processes for developing and implementing sustainable technologies that meet diverse market requirements.