Auto Service World
Feature   May 1, 2004   by Auto Service World

Bodyshop News: One in Five Chrysler Buyers Opt for Silver

In keeping with the general trend for having silver being the colour of choice, Chrysler reports that Canadians opted for the argent sheen more than any other paint colour.

For the second year in a row, silver is the most popular vehicle paint colour selected by Chrysler, Dodge, and Jeep vehicle owners, followed by various other neutral hues such as graphite and almond.

The strength of neutral colours is currently the trend throughout the industry.

“In Canada, nearly one out of every five Chrysler, Dodge, and Jeep vehicles sold is silver,” said Ron Smith, vice-president – marketing, DaimlerChrysler Canada. “When purchasing a new vehicle, car buyers rank colour right next to make and model when formulating their new vehicle wish list. The beauty of modifying the paint palette every year allows our owners to better express their individuality with the vehicle they drive.”

DaimlerChrysler colour designers use the company’s high-image concept vehicles to introduce new colour ideas, concepts which have included street sensations such as Dodge Viper, Chrysler Prowler, Chrysler PT Cruiser, Chrysler Pacifica, and Chrysler Crossfire. Much in the same fashion that these vehicles moved from concept to reality, well-received concept vehicle colours also make their way into production paint palettes.

“Similar to our designs, we want the colours of our vehicles to evoke a strong, passionate, emotional response,” said Margaret Hackstedde, director of colour, fabric and mastering design, Chrysler Group.

“We want our colours to enhance the dramatic curves and beautiful shapes of our vehicles.”

To formulate colours for future automobiles, Chrysler Group employs a creative staff dedicated to developing colour ideas. With a two- to three-year timeframe for bringing a new automobile to market, the challenge for an automotive designer is to predict which colours will be popular in the distant future. Chrysler Group typically offers eight different colours for each of its models.

“We refer to industry colour forecasts, including the Colour Marketing Group and the International Colour Authority, in order to validate our colour direction,” said Hackstedde. “We have our fingers on the pulse of which colours will be popular in the future.”

New this year are colours Electric Lime Green on the Jeep TJ, Dark Plum and Cool Vanilla on the Chrysler PT Cruiser, Deep Beryl Green and Dark Khaki on the Jeep Grand Cherokee, Aero Blue on the Chrysler Crossfire, and Classic Yellow on the Chrysler Crossfire Roadster Limited. Fresh neutrals such as Magnesium, Mineral Gray, and Linen Gold will also be new introductions to the corporate palette.

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