"Verifying Automotive Coating Performance on the Circuit"...Noroo Paint Launches 'Water-Q E-Rain Racing Team'

Proving Durability with Water-Q on Racing Cars
Beyond Sponsorship: Demonstrating Technology in Extreme Environments

Noroo Paint has launched a racing team that uses its waterborne automotive refinish coating brand, Water-Q. The goal is to verify the technology by participating in racing competitions with vehicles coated using its automotive refinish products.

WaterQ Elaine Racing racing car production image. Noroo Paint

Noroo Paint announced on the 11th that it has signed a sponsorship agreement with Elaine Motorsport, which is competing in the 2026 O-NE Superrace Championship, a motorsports tournament. With the agreement, the company officially introduced the 'Water-Q E-Rain Racing' team.

This sponsorship was pursued as part of B2B marketing aimed at verifying the product’s technological capabilities and quality competitiveness under real-world conditions.

Noroo Paint is applying its waterborne automotive refinish coating brand, Water-Q, to vehicles competing in the TOYOTA GAZOO Racing 6000 class, the highest class of the Superrace. The company plans to use the motorsports arena as a technology verification platform.

Racing cars are constantly exposed to more severe conditions than regular road vehicles, including high-speed driving, intense vibration, high temperatures, and a variety of flying debris. Noroo Paint expects that the racing environment will serve as a proven stage for testing the quality and durability of its waterborne automotive refinish coatings.

Noroo Paint distinguished itself from conventional sports sponsorships that focus solely on brand exposure. The company will allow customers to experience and confirm the product’s performance and technological capabilities as vehicles featuring its products participate in races. Based on on-site experience and collected data, Noroo Paint plans to provide reliable technical information to the automotive refinish coating market.

Noroo Paint will hold a customer invitation event, 'Water-Q Performance Day,' at the Superrace Night Race, which is scheduled to take place at Yongin Speedway on the 22nd. The company plans to operate a brand promotion booth and run a variety of on-site programs.

A Noroo Paint representative stated, “Water-Q E-Rain Racing is not simply a sponsorship, but a demonstration-type marketing activity designed to verify our technological capabilities in real-world conditions and showcase them to customers,” adding, “Through the extreme environment of racing, we will more effectively communicate the potential and competitiveness of our waterborne automotive refinish coatings to our customers.”

This content was produced with the assistance of AI translation services.