Podcast Summary
Car colors have evolved over time, from practicality to expression: Today's cars offer more color options than ever before, but young buyers prefer neutral tones, a shift from the bright colors popular in the 1950s, 1960s, and 1970s
While it may seem like today's cars lack character compared to the past due to the prevalence of achromatic colors, the truth is that there are more color options available than ever before. However, young buyers have shown a preference for neutral tones. This shift in consumer preferences is a departure from the more colorful decades of the past, such as the 1950s, 1960s, and 1970s when bright colors like pink, turquoise, yellow, and green were popular. The automobile industry's use of color has evolved over time, with practicality giving way to expression. In the early days of mass-produced cars, paint was primarily used for durability and cost-effectiveness. As cars became more common, consumers sought to differentiate their vehicles, leading to the introduction of various color options. Today, car color designers continue to explore new hues to cater to diverse consumer preferences. For more insights on the economics of everyday things, listen to Freakonomics Radio.
White and achromatic colors dominate car sales due to their association with technology and practicality: White and gray cars are popular due to their reflection of sunlight, inoffensiveness, and wide appeal, influencing dealership stock and manufacturer color choices
White and achromatic colors, such as gray, have dominated car sales in the last few decades due to their association with advanced technology and practicality. The popularity of devices like mobile phones, stereos, and the iPad, which were often silver or white, influenced consumers' car color choices. White cars reflect more sunlight, increasing fuel economy and decreasing carbon emissions. However, the main reason for the preference of achromatic cars is their inoffensiveness and ability to please a wide range of people. Dealerships also stock more of these colors due to their ease of sale. Car manufacturers, including Subaru, look to popular trends in their customers' environments to inspire new colors. Subaru, for instance, noticed a trend towards cooler tones and developed the cool gray khaki color in response. BASF, with its vast array of over 50% of all car paint used globally each year, plays a significant role in these color developments.
Creating a New Car Color: From Lab to Showroom: The production of a new car color like Subaru's Cool Gray Khaki involves rigorous testing and multiple layers of application, resulting in a unique and durable finish.
The development of a new car color like Subaru's Cool Gray Khaki involves a lengthy and intricate process. From its initial testing in controlled studios to account for various lighting conditions and retail settings, to ensuring the paint formula can withstand different environments, the production process is both technical and time-consuming. This includes the application of various layers, such as an e-coat, primer, base coat with effects, and a clear coat, which together are incredibly thin. Despite the rigorous testing and production process, slight variations can still occur, making each application unique. While gray hues have been popular in recent years, industry experts predict a more vibrant future for automotive colors.
Subaru's color strategy contributes to sales success: Subaru's adaptability to market trends, regional preferences, and demographics allows customers to personalize cars while maintaining a consistent supply to dealerships, significantly impacting sales through color offerings.
Subaru's unique approach to offering a range of colors, including the popular cool gray khaki, has contributed significantly to its sales success. However, the automaker also pays close attention to market trends, regional preferences, and generational demographics when deciding which colors to produce. For instance, while older generations may prefer bold, bright colors, millennials tend to lean towards more muted shades. Subaru's ability to adapt to these trends and offer a balance of options allows customers to personalize their cars while ensuring a consistent supply to dealerships. The impact of color on sales is significant, and car companies like Subaru need to strike the right balance between variety and practicality. Additionally, economic conditions can influence car color preferences, with somber tones dominating during hard times and brighter colors reemerging during economic upswings. Overall, the automotive industry's color offerings reflect a diverse and evolving market, with companies like Subaru leading the way in understanding and catering to consumer preferences.
Consider unique car colors for higher resale value: Unique car colors like purple violet, snazberry, voodoo blue, and Sao Paulo yellow may cost more initially but could lead to higher resale value due to their popularity and rarity.
Bolder, more unique car colors, such as purple violet, snazberry, voodoo blue, and Sao Paulo yellow, may cost more upfront but could potentially pay off in the long run due to higher resale value. According to IC Cars, colors like yellow, orange, and green retain the most value. However, most car buyers still opt for less exciting colors like white. While these colors may make it harder to identify your car in a crowded parking lot, the potential financial benefits could outweigh the inconvenience. The application process and additional layers of paint add to the cost, but the unique finish could lead to a higher resale value. So, consider thinking outside the box when it comes to car color choices.
