Noroo Paint has made its entry into the automotive water-based paint market by partnering with a car racing team.
On August 11, Noroo Paint announced the official launch of the 'WaterQ I-Rain Racing' team after signing a sponsorship agreement with 'I-Rain Motorsport,' which participates in the 2026 O-NE Super Race Championship.
Noroo Paint will apply its automotive repair water-based paint brand 'WaterQ' to vehicles competing in the top-tier Toyota Gazoo Racing 6000 class, using the motorsport scene as a platform for technical validation.
Racing cars are subjected to much harsher conditions than regular road vehicles, including high-speed driving, strong vibrations, extreme temperatures, and various debris. Noroo Paint expects this environment to serve as an optimal testing ground for assessing the quality and durability of its automotive repair water-based paint.
Additionally, the project aims to provide more reliable technical information to customers in the automotive repair paint market based on the field experience and data collected during the racing process.
This initiative is distinct from traditional sports sponsorships. While typical sponsorships focus on brand exposure, Noroo Paint is introducing a new marketing model that allows customers to verify product performance and technology through the actual racing process.
Last May, Noroo Paint launched the eco-friendly water-based automotive repair paint 'Wet-on-Wet F/P System,' designed to reduce fatigue for automotive repair workers and enhance process efficiency.
A Noroo Paint representative stated, 'WaterQ I-Rain Racing is not just a sponsorship activity but a practical marketing effort to validate our technology in real-world conditions and showcase it to customers. We aim to effectively communicate the potential and competitiveness of our automotive repair water-based paint through the extreme environment of racing.'
* This article has been translated by AI.
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