Blue Oval to Add More Colors

How important is color to today’s auto buyers? According to research presented by Ford, up to 40 percent of all customers say they would walk right out of the dealership if they couldn’t find a vehicle in their preferred shade.

That’s why, according to Ford’s Susan Swek, group chief designer, Color & Material Design, “We don’t just choose a color and it winds up on a car. We study and understand how important color is to all kinds of our customers.”

It takes hundreds of hours of research to find the right color for each particular vehicle in each different marketplace around the globe, with inspiration drawn from art, nature, technology, architecture, high fashion and more. It’s a job made even more difficult because Ford’s color experts are generally working three years in advance, which requires them to carefully choose the colors of tomorrow from those that are popular today. And that same attention to detail even extends to deciding on the names of the colors.

“It’s important that the color name matches the personality of the vehicle,” said Swek. “Customers become emotionally connected to names. The name ‘Champagne’ is a lot different than the name ‘Sand,’ and all of that has to be carefully considered before a vehicle is ever presented to the public.”

But that approach continues to pay off for the automaker, as evidenced by the three latest Ford colors set to debut on some of Ford’s freshest new products:

• Ginger Ale—Named by the company for its “energy and refreshing qualities,” Ginger Ale has been selected to cover the all-new Ford Escape when it makes it public premiere at the 2011 Los Angeles Auto Show. This “classic gold neutral with slight green undertones” is typically found naturally in rocks, minerals and sandy beaches as well as jewelry, gems and textiles.
• Kodiak Brown—A deep brown with warm highlights that is a current favorite of the fashion industry, Kodiak Brown was named after Alaska’s Kodiak bear for its “richness and strong presence.”
• Frosted Glass—Also adopted from the world of haute couture, Frosted Glass will be the signature color of the Ford Focus Electric. The icy, light green shade helps create a feeling of tranquility that reminds people of the ambiance of a spa or tropical waters, according to Ford.

There’s more to come, too, including a striking new Ruby Red Tinted Clearcoat that debuted on the 2013 Ford Taurus during its reveal at the New York Auto Show earlier this year.

“Color is a simple way to allow people to add a personal touch to their lives,” said Swek. “It’s something that speaks to them and expresses a little bit of their personality.”

Source: Ford in the News