Cars on the Catwalk
Predictions for new global colour trends for cars
in Europe, USA and Japan
What colours are likely to be in vogue in the
next few years? After extensive consultation with leading manufacturers in
Germany, Japan and the USA, the colour experts at BASF Coatings present their
annual forecast on the colours we could be seeing on future automotive designs.
Experience has shown that these trends usually surface within 3 to 6 years
at most.
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| Fig. 1: BASF colour designers get ready to peer into their crystal ball | Fig 2: Renata Weber, one of the team of colour experts at BASF Coatings looks into the European future (photos: BASF Coatings) |
World-wide, there is no such thing as a typical car buyer.
Colour preferences differ sharply from region to region. Vital, then, that
the colour designer knows what is happening in every market place.
Calming colours for Europe
According to BASF colour designer Renate Weber, new design trends in Europe
focus on the theme of longing for a sense of calm. “In an age of massive
information overload, people seek out a sense of calm, they search for opportunities
to retreat into themselves. This development is reflected in car colours”.
Bright tones that are also calm and muted will be in great demand for the
future: gold, beige, blue, silver and red. Black and white will be popular
but loud, aggressive colours will become less important. Fans of special edition
cars, however, are likely to stick to “fun” colours such as yellow
or turquoise.
Colours to watch
Silver and gold: Traditionally silver is associated with speed and functionality
but also reflects a close correlation between technology and nature. Gold
represents perfection, prosperity and power. Warm shades of gold will take
off – not brash but rather discreet.
White looks set to become the new black, according to the colour gurus. Traditionally
considered a low-cost colour, white will be combined with pigments especially
metallic to offer subtle pastel shades.
Yellow, orange and red: Yellow and orange shades are becoming lighter and
softer, thanks to the use of new pigments. Expect to see deep and dark red
shades on top of the range models, whilst a sporty bright red will be a feature
of small city runabouts, making our streets brighter and more cheerful.
Black and grey: The experts predict a huge potential for these colours, with
the emphasis on functionalism.
Green and brown: Green is everywhere at the moment but the colour is fast
falling out of favour with motorists. Brown might be popular with designers,
but drivers give it the thumbs down.
Blue overtakes silver in post 9/11 NAFTA-Region
In the USA, blue, which designers see as representing a desire for stability,
is likely to replace silver in motorists’ affections. After 9/11, and
the bursting of the technology bubble, plus the beginnings of an economic
downturn, consumer tastes have changed, and designers are looking at more
diverse shades of blue, reflecting the search for stability.
A trend that persists in North America is an increasing interest in classic
cars, perhaps reminding us of a less complicated era. Bold colours are the
order of the day, particularly red and yellow.
Brighter outlook in Far East
Significant changes in society will also have a huge influence on future car
colours in Japan. The long recession, together with social unrest has led
to an increasing desire for the traditional values of friendship and community,
as well as a yearning for cultural values and quality. Japanese consumers
prefer silver, with grey high on the list, followed by the warm tones of beige.
Japan stays loyal to silver and black
Neutral: White, silver and black account for 80% of Japan’s colour preferences,
and is unlikely to be seriously challenged.
White: Like silver, this colour has a fresh, iridescent appearance when effect
pigments are added.
Silver: Silver continues to dominate the market, and is likely to be given
a shot in the arm with the use of pigments to give holographic effects for
example.
Black: This colour is in increasing demand, and with pigments, the popularity
of this colour looks set to expand.
Red: It is another big mover, especially some of the newer shades being introduced:
metallic and pearl effect.
Beige and Brown: These colours are most likely to replace silver in Japanese
consumers’ affections.
Copper and Orange: There is an exciting range of shades between copper and
orange.
Yellow: It represents a sporty, dynamic, futuristic appearance.
Green: This colour means clean, clear and calming, with an appealing environmentally-friendly
association.
Blue: Another colour that is rising fast in the popularity stakes. Light blue
expresses cleanliness, youth and hope, while dark blue portrays an impression
of more solid quality.
Violet: A dark horse at the moment, but one to watch.
www.basf-coatings.de
BASF Coatings AG, part of the BASF group of companies,
has approx. 10,000 employees worldwide and had a turnover of 2.3 billion euro
in 2001. The company is represented in Europe, North and South America and
the Asia-Pacific region, with affiliates in Australia, China, India, Japan
and the Philippines among others. Within the coating sector BASF develops,
produces and markets a range of automotive paint, repair paint and industrial
paint along with the coating process required to apply them. Eco-efficient
powdered paints, as well as water-based, high-solid and radiation-hardened
paints play a particularly important role.