DuPont, PPG see new shades, effects on horizon for automotive-color spectrum
DuPont, PPG see new shades, effects on horizon for automotive-color spectrum
DuPont Co. and PPG Industries Inc. weighed in with their assessments of automotive-color popularity and future color directions, keeping pace with a previous forecast by fellow automotive-coatings maker BASF. The companies agree that silver remained the top vehicle color choice worldwide in 2003, but all see dramatic changes on the horizon for the automotive-color spectrum. The 2003 DuPont automotive color popularity report concludes that silver remained the top color choice worldwide, but the company says that in North America, rich shades of medium-dark metallic gray increased significantly in popularity, while red and other “high-chroma” colors hint at major changes to come.
DuPont says medium-dark gray moved from sixth to first place in the North American luxury segment, which is thought to indicate future trends across all vehicle segments, while red moved past blue. Gray also jumped from sixth to third place in the sport/compact segment, and has climbed four places to also become the third most-popular color in the full-size/ intermediate segment.
“Medium-dark grays, enhanced with coarser metallic effects, retain the technical sophistication of silver while providing a sense of richness and value to differentiate new vehicle models from the mainstream,” said Robert Daily, DuPont Automotive Color Marketing manager.
DuPont said that overall, medium-dark gray vehicles increased nearly 4.5 percentage points in 2003. Although silver remained the top vehicle color choice at 20.2 percent, it slipped slightly in North America's overall standings. Silver is trailed by white at 18.4 percent, which rose from 15.2 percent in 2002. Black, at nearly 12 percent, remained the third most-popular choice. Light brown was revitalized with soft metallic effects, increasing from 6.4 percent last year to nearly 9 percent in 2003, moving up two places to the fifth spot.
PPG said its annual global color-popularity survey found that silver was the color of choice for 24 percent of vehicles in North America in 2003, with silver leading the global color charts with 29 percent. Silver has topped the color-popularity list for three straight years, PPG said. The survey also found that silver replaced natural tones such as champagne, gold, and lighter shades of brown and orange as the leading color in the luxury-vehicle segment, with 24 percent, and matched perennial-favorite white as the most popular color in the truck segment at 21 percent.
“Silver will define the first decade of the new millennium,” said Lorene C. Boettcher, PPG manager, Global Design and Color Marketing, Automotive Coatings. “The sophisticated and high-tech look of silver, its ability to accentuate a vehicle's design and advances in coatings technologies that drive the creation of new interpretations of silver will help to maintain its popularity for the next several years.”
PPG's survey concluded that white and red accounted for the color of 16 and 14 percent, respectively, of vehicles produced in North America, matching their popularity in the 2002 model year. Black increased in popularity from 10 to 13 percent, followed by the natural color family and blue, each with 11 percent,and green with 7 percent. Other niche and specialty colors held steady at 4 percent.
PPG said its global color-trend data found that white, at 19 percent, was the second-most popular color worldwide in 2003. On a global basis, black and blue finished at 13 and 11 percent, respectively. Red was the choice for 10 percent of vehicles produced worldwide, while green and naturals each appeared on 7 percent of the vehicles. Niche and specialty colors were at 4 percent.
In a forecast of color trends down the road, PPG's Boettcher said that in the 2007-2008 model year, silver will become more complex with blue and gold influences and will incorporate fine to coarse metallic flakes to add sparkle effects.
“In the coming years, North America can expect to see new vehicles in brilliant shades of denim blues, silver-shaded and blue-violet reds, moss greens and brighter and lighter shades of yellow and orange that reflect the optimism that we have toward the future,” Boettcher said.
Various effect technologies are also expected to result in novel approaches to automotive- color choices. “The use of new effect pigments and various sizes of metallic and aluminum flakes will give colors a sense of visual texture and depth,” said Jerry R. Koenigsmark, PPG's Manager of Color Design,North America, Automotive Coatings. “We also expect that hue- shifting colors – which appear to change in hue when viewed at different angles– will gain acceptance in subtle versions within the natural and neutral color families.”
In its assessment of current color choices, DuPont said white pearl tri-coats introduced by the company offer distinctive fine or coarse sparkle effects for higher-end vehicles. The company says the technology also complements warmer or cooler tinted silvers and tinted clearcoats for reds to provide colors that appear deeper, richer and more luxurious.
DuPont said more expressive colors such as bright blues, reds and even yellows indicate an increased sense of adventure among consumers and automotive stylists. In fact, yellow has emerged as a top-ten color in the sport/compact segment, the company said.
“Neutrals such as silver, white and black will always be major parts of the automotive color palette, but we can expect to see a wider range of color options in the near future,” said Daily. “Newer models, such as the SUV/passenger car crossovers with their sculpted designs, can effectively use new treatments for neutrals or explore a range of high-chroma colors to create a stronger vehicle identity.”
Daily also said two-tone color schemes can enhance the styling and broad vertical surfaces of many newly launched crossovers, trucks and SUVs.
