Colour and the motor car

Additionally, some influences on colour popularity are directly the result of marketing and pricing policy. The majority of volume manufacturers operate a tiered pricing structure in which red, white and blue would normally be included in the basic price of the car, but all other non-metallic and metallic colours would cost more. There is nothing wrong in this as it is a basic profit making tactic of the industry, but it does undermine the validity of the figures relating to colour popularity. Clearly the policy distorts this and produces higher off-takes in colours free from extra cost than would otherwise be achieved. The off-takes of some luxury manufacturers are similarly affected by marketing policy which restricts availability of colours on some models to create exclusivity.

Reaction to colour is instinctive and emotional. The manner in which the car is perceived is greatly influenced by the colours and materials in which it is finished and this can be as important as its physical shape. Every car has its own 'heartbeat' and it is the colour and trim designer who must be in tune with this and respond with appropriate colours and materials.