
·
GM designers meet annually to
choose colors for future vehicles based on customer preferences, supplier
insights, color trends on other durable goods, and what actually looks good on
each vehicle type
·
Given its size and influence, the
China market has considerable influence on global color selection; according to
the Chinese calendar, vivid red, azure blue, white and gold are considered lucky for 2019
·
Reddish brown, copper and rose-gold shades are
growing more popular with customers, and may be subliminally associated with
space exploration and the International Space Station’s planned mission to Mars
MANILA, PHILIPPINES – Every
year, General Motors’ color and trim designers from each region converge at the
GM’s Design Center in North America to decide what colors to offer on future vehicles
based on customer preferences, supplier insights and other industry trends. By
doing so, GM is able to offer Chevrolet vehicles in a wide range of hues that
balances the need for customer appeal across many markets and product
differentiation within specific markets and segments.
For example, most Asian customers choose white,
black, silver or grey, because neutral tones are widely accepted and may help
ensure high resale value. On the other hand, some customers want a more lively hue
to express their personality. To that end, GM designers have made it possible
for customers to choose Chevrolet Spark in fashion-forward colors such as Merry
Berry Me Metallic or Caribbean Blue Metallic – options not offered on other
models.
“To offer the right colors and shades, we consider a
number of factors, such as increasing or decreasing demand, use in other
durable goods such as consumer electronics, fashion, home furnishing trends, and
what actually looks good on each vehicle type,” said Hongki Kim, Color & Trim Chief Designer at
GM Korea. “For example, bright red may be perfect for a sports car like Camaro or
Corvette, but a darker shade of red looks better on a Malibu.”
Another factor in color selection for Asia Pacific
markets in recent years has been the growing influence of the China market,
where red represents happiness and positivity, white is associated with new
beginnings and smart technology, and black connotes power and prestige. Recent data
shows red, white and black gaining popularity in Asia while interest in silver
and grey is waning.
Not only can colors have specific connotations, they
also can be considered lucky. According to some sources, zodiac
colors such as vivid red, azure blue, white and gold are
considered lucky for Chinese New Year 2019, the Year of the Pig. Chevrolet
offers vehicles in many of these shades, depending on model and market.
GM works closely with exterior paint suppliers to
formulate the right shades, and many of them issue trend reports with findings
that reflect the design decisions made by GM and other automakers.
Axalta, an automotive paint supplier, recently named golden-bronze
“Sahara” its Automotive Color of the Year, because the tone “radiates warmth,
richness and strength.” Chevrolet introduced a similar shade called Coppertino
as its hero color for Chevrolet Trax in Indonesia last year. In the Philippines, the Trax now comes in the
color Burning Hot Metallic.
“Reddish brown, copper and rose-gold
shades are growing more popular with customers,” Kim said. “Color trend has
been moving toward those shades intentionally with subliminal effect, so
customers can easily get familiar with colors in daily life.”
Based on GM research, one of the
interesting theories found about the rising popularity of those colors is
people’s growing interest in space exploration, specifically planet Mars and development
and assembly of International Space Station (ISS), which is expected to
launch in 2019 and operate until 2030.
“It reflects
people’s positive association with future possibilities,” Kim said.
Regardless of the color a
customer chooses, with proper care, they can expect their Chevrolet car’s paint
finish to last without dulling or fading for at least 10 years thanks to
General Motors’ Built-In Quality paint application processes used at its
manufacturing plants around the world.
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