Friday, 22 April, 2011 1:58 PM
Color Studies Show Ford Customer Tastes: Germany, Norway Like Black;
U.S. Coasts Choose Silver
is the new red; dark grays, blacks and blues also popular, mirroring
credit: PRNewsFoto/Ford Motor Company
Motor Company Color Choices
Mich. -- Despite an array of bright, vibrant car colors,
U.S. customers on the coasts and customers in most European countries
prefer the classic core colors – white, black, silver and
Gray and silver are most popular in New York and Los Angeles. San
Franciscans like white and Bostonians like black.
country in Europe has a top color other than white, black or silver:
The Czech Republic chooses blue.
trend continues to be toward core colors – the classics,"
said Susan Swek, Ford's group chief designer for Color and Materials.
"We strive within Ford to achieve the best black, silver, white
and gray. We're always working to make them even more appealing."
said, is no different from clothing when it comes to color and style.
classics are continually upgraded – and always with a modern
twist," Swek said. "In Europe, we've added tri-coat pearl
technology to give gray-scale colors a glimmer. And in North America
we are creating more tinted clear coats for a rich, luscious effect."
A new core
color, Silver Diamond PC (for premium colorant), takes silver to
a whole new dimension with an "elegant, liquidy look,"
explained Color Designer Jon Hall.
generally paying more attention to fundamental colors," Hall
said. "They are 60 percent of the global market. Cars and trucks
are a major purchase, and customers think of things like resale
value and the fact that they want to be seen in the vehicle for
the next few years."
in other parts of the U.S., customers have different preferences.
Red is popular in the Midwest. Drivers in Philadelphia, Washington,
D.C. and Pittsburgh like green. And Phoenix and Miami customers
like warm colors – orange and gold.
ocean, tastes tend to be equally as diverse: French and Italian
motorists like cream-colored vehicles, not a surprise given their
cafe cultures. The Irish like silver. Customers in Denmark prefer
black, while those in Belgium like gray.
owners everywhere use color choice to convey messages about themselves,
says Julie Francis, of the European Color and Materials team.
is something very personal to buyers about the color of their cars,"
said Francis. "When you look at the culture, you can see how
fashion and other tastes influence the colors customers choose."
percent of all vehicles sold in Turkey are white. Black is the color
of choice for most drivers in Norway, Portugal, Germany and Russia.
And, besides Ireland, Romania, Finland, Poland and Sweden chose
silver more times than not.
used to be, far and away, the most popular color," said Vince
Show, Marketing and Product Strategy manager for Ford of Europe.
"White is in the ascendancy now. Dark grays, blacks and blues
are popular, as they are in men or women's clothing."
important to get the right color into the market at the right time,"
Swek said. "Too early, and it won't have registered on customers'
radar. Too late, and the popularity of a particular color may have
already reached its peak."
are from Ford's annual look at U.S. car buying preferences as well
as an international color study by Du Pont.
Ford Motor Company
Company (NYSE: F), a global automotive industry leader based in
Dearborn, Mich., manufactures or distributes automobiles across
six continents. With about 164,000 employees and about 70 plants
worldwide, the company's automotive brands include Ford and Lincoln.
The company provides financial services through Ford Motor Credit
Company. For more information regarding Ford's products, please
Ford Motor Company