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Guest VoicesOur PeopleOrange You Happy With Your Car Color?

By Chris Webb
Exterior Color and Trend Designer, GMNA

At GM, we’re always on the lookout for cool new colors for our products. I’m the guy who develops those colors for GM. And I get to do more than pick cool colors for the cars that go into our showrooms. I also designed the new shade of pink for Mary Kay’s 2006 Cadillac, and I designed the look of all GM products on The Sopranos.

Whether a new color is being developed for a car, a home interior or a fashion fabric, the color doesn’t develop in a vacuum. I regularly attend meetings of the Color Marketing Group — an association of color designers from many different industries. Among other things, the group forecasts the direction of color trends. I use those forecasts and trends, along with other global color and trend resources, to determine the best colors for future GM vehicles.

Here’s what’s new...

Color is returning in all areas of product design. People are accepting bold colors more than ever. And once people are comfortable surrounding themselves with a color, they are much more accepting of it on larger products like automobiles.

Orange is a very hot color right now in the automotive industry, as in all areas of product design. “Terracotta orange is now permanently in the top ten list of colors from Martha Stewart Home,” according to Stephen Earl of Martha Stewart Omnimedia. You can find it in the marketplace right now on a wide range of products from cell phones to appliances to vehicles. And orange is offered on about three-quarters of GM’s products.

For us, the trend toward orange returned about four years ago. It was the feature/launch color for the Cadillac CTS. Initially, bright, chromatic orange was used primarily on sports cars and other high performance vehicles. But now we offer other values and shades of orange on everything from the Chevy HHR to the Hummer.

I have completed development of new GM colors up to 2009, and I can tell you there will be a new orange introduced each year until then. As the orange trend continues, look for the color to evolve from yellow shade oranges to red shade oranges.

Posted by Editor on August 22, 2006 10:12 AM

Comments

Love what you've done with Atomic Orange on the C6, and everyone I run aroud with in Cobalt circles love the SS in Sunset orange.

Would LOVE to see a glossy orange similar to the ones from the 70's ( monaco ) and even the metallics ( Ontario ) from that same decade.

Maybe that would be a great color... a bright hugger orange... on the 09 Camaro..

Wow.. feels great acutally saying that.

Posted by: Brian Huber on August 22, 2006 12:00 PM

Orange is the new teal. Personally, I'm sick of it. It would be nice to hear that the color designer for GM has something new that isn't orange or yet another formulation of metallic dirt.

Not everyone likes to shout. Give us some dark colors (other than black) on aspirational cars.

Posted by: Chet on August 22, 2006 2:13 PM

I agree, I will put in my order for a Hugger Orange Convertible as soon as it becomes available. P.S. Just added a 2006 Silver CTS, and a 2006 Black Grand Prix GT to go along with my 2007 Graystone Tahoe. There is a place in my garage right next to my Hattarius Blue Eldo Convertible and my 40th Ruby Red Anniv. Corvette Convert!

Posted by: Robert Novak on August 22, 2006 5:33 PM

I worked 30 yrs for the MDOT and drove nothing but Tangier Orange Suburbans and pickups, thats the only color they would let us have. Hate the color myself.

Posted by: Mike on August 22, 2006 6:29 PM

I'm glad to hear that "color" is returning to GM. I am fed up with all the gray and silver. That "gun metal" gray color looks like the car went through the primer booth & then skipped the paint booth altogether. When I shop for a vehicle, my color choices are usually limited because I refuse to buy any shade of gray/silver or white (screams rental car). I'm not crazy about black, either. It's hard to keep clean and looking nice, and it's too common. Visit any dealer's lot, and that's what you'll see: gray/silver, white, and black. BORING!!

So what does that leave for me? Blue, red, and green in most cases. Over the years I've had two green vehicles, two blue, and one red. I love these colors, but I am getting sick of the same old thing. Unfortunately, I don't think orange is the answer. I agree with Chet...it's the "new teal" and will probably go out of style in a few years. Plus, it's not going to be offered on every model because it's not a traditional color. An orange DTS? Puhleeze!

That said, why not make a pearlized soft yellow? Not school bus yellow...more like canary. What about a hot British racing green for the sportier models?

Posted by: CF on August 23, 2006 8:35 AM

Thank you for the new color plan. Although I would probably not prefer orange, other brighter colors would be welcome. I love dark reds.

Enough of Blue/Silver/Grays! These colors tend to blend in with the color of the highways and are a safety issue with me. I pulled out in front of one of those cars for this reason. Fortunately there wasn't an accident.

Posted by: Allen Diers on August 23, 2006 11:22 AM

When I bought my 2004 GTO, I had the dealer hunt down a Cosmos Purple one with the 6-speed manual for me. No other color would do.

I wanted the color not only because it changes depending on the light, but because of the purple interior leather and suade.

That's one thing that GM used to be good at. Providing a variety of interior colors to go with it's exterior colors.

These days, people are lucky if your offer 3 interior colors and they are almost always a shade of beige, gray, and black.

Until you offer more variety, I'll be sticking with my GTO.

Greg

Posted by: Greg on August 23, 2006 12:29 PM

I agree with CF and others -- orange may be fine for Cobalts and sports cars but not for much else. GMs color choices have been horrible for years. Whoever came up with those awful "mist" shades around '98 or so -- especially Sliver Mist, which looked like a flat glass of Alka-Seltzer -- should look into a different career. But that's only one example -- the W-bodies in 2000 had a dark green metallic that looked like it was polished out with sandpaper, and in '02 they came up with a dark blue that was almost black. Not to mention the various paint colors that simply do not go with either of the requisite 2 interior choices of gray or taupe/beige/"neutral" (now there's an inspiring name!).

Good color choices are not hard to find -- GM had decades of real-life examples to choose from. Soft yellow (as opposed to the eye-searing school bus yellow GM uses now)? Try Butternut Yellow from '68. Mid-brown metallic? Try Oldsmobile's "Sienna" from '71. Olds also had 3 great blue shades in 1970, "Twilight Blue" (dark) "Viking Blue" (bright and gorgeous) and "Aegean Aqua" (sublimely pretty). Greens? The '70s were all about greens. There was a light green metallic offered in '78 on the big cars that was very pretty.

I think a big problem with paint colors these days is that nobody wants to make a color-coordinated interior, so having to live with gray or beige inside means that only certain colors work on the outside. That's shameful, especially coming from the company where Harley Earl worked and devised the color-coordinated interior.

Posted by: Greg B. [TypeKey Profile Page] on August 23, 2006 8:07 PM

Cars for the Soprano's too?
So hocum Paulie's driving what looks like a base CTS?
Bet it's a 2.8 ltr too.
I know he's cheap, but why not at least w/the wheel package? While I's asking, whats with the Cayanne for Carmella?

Posted by: Dennis Gallagher on August 23, 2006 8:50 PM

Dear Mr. Webb.

With all due respect, I think this years slate of colors is the worst I've ever seen. You seem to have a love affair with Code 15. Why? It brings hundreds less at auctions for the same vehicle. 21 is a bit too purple for an Impala. 25 and 37 are just too darn dark. If someone wants a color that dark, they'd get black. Color is the cheapest thing Gm can do to increase sales.
We have usually only have 3 good salable colors on any given line. Cadillac should have better colors than it does. Also, when they develope a new color, why do they often offer it several months after production? I know they site quality issues, but is it that difficult to hit the ground running on a new model year when the ONLY change to the car is one COLOR? People want something new offered for the new model year other than a smaller rebate and slightly higher price.

For what it is worth, Code 68, 46, 42, 87 (berry red) were or are great colors. Kudo's for those.

Posted by: Mike M. on August 24, 2006 8:12 AM

Great, more years of hideous orange colors are coming. *yawn*

My husband and I both have our own derisive nicknames for the tacky orange colors that every car manufacturer appears to be pushing these days- I call them 'rotting pumpkins'. My husband calls them 'sell up colors'- since he feels that when any dealer is advertising a great price on a car and says 'one at this price' it will always be orange so the dealer can sell you an identically equipped model in a better color- at a larger price, of course. There's no way either of us would ever consider any orange car. Yellow or red based, it's still hideous.

I absolutely love the bright cobalt blue color on my 2003 Saturn Ion. It's been replaced by a darker blue, which is still nice but not as cool. Four years later I still get compliments by gas station attendants on my Ion! The purple color on the Chevy HHRs is nice too. The only thing that has kept me from ordering a Saturn Sky is that I can't yet get the red/black leather interior with the red exterior- very shortsighted on someone's part. Please give me more deep, rich jewel colors, not bright gaudy ones!

Posted by: Sabrina on August 24, 2006 6:12 PM

Mr. Webb:

Food for thought. Although we have many positive coments on the new GM interiors, Those same people who don't really want the ebony trim, get it because the gray and tan are far too light. Cars with these colors have a carpet that is a couple shades darker than the seats, and that would hide the soil far better than the almost white light grays and tans. Thank you.

Posted by: Mike Murphy on August 25, 2006 9:01 AM

Mr. Webb: Mr. Murphy brings up an excellent point on colors. Why GM insists on offering (3) reds on the Impala (a family car) but no medium shade of green or blue? Superior Blue was offered on Impala last year and was a popular color; it has been replaced by a darker Imperial Blue and the only other choice is a dark blue/purple Laser Blue. Why not keep Superior Blue and add the Emerald Green from the G6?

Superior or Electric Blue would be popular on Monte Carlo, Impala and Malibu SS models as would Blue Granite or Graystone. The SS lineup has the worst selection of all GM products and is the main reason for slow Malibu SS sales, Malibu SS models of the past looked best in a medium Blue. Why not bring back Marina Blue and other light blue metallics that have some color to them, ‘frost’ or ‘pearls’ with only a hint of color do not appeal to buyers.

NASCAR fans would buy Monte Carlos in Superior Blue, Electric Blue and Sunburst Orange since they are similar to the car colors of Jeff Gordon, Jimmy Johnson and Tony Stewart, at least GM does offer a good selection of Red for Dale Jr. fans. GM does not have to make a special model for each driver, just offer the paint colors the customers will do the rest.

The Bright Blue and Maui Blue on the 2006 Aveo would look good on the Cobalt, G5 and HHR but they are not offered.

I can tell you from my experience selling cars that the right colors will move them and there is a difference in a color that looks good on a car to one that will actually sell the car.

You have created some great colors but they are not always offered on the right vehicles.

Posted by: Rick Lupori on August 26, 2006 2:33 PM

I WISH G.M. WOULD COME UP WITH A COLOURED MIRROR LOOK, LIMES, VIOLETS AND RICH REDS, ALSO WHAT HAPPENED TO WHITE INTERIOR??IF YOU LOOK AT CARS BEING RESTORED THEY BEING DONE IN WHITE LEATHER..HEY WHAT A CONCEPT WHITE GOES WITH EVERYTHING AND WITH PROTECTION SPRAYS CLEANING WOULDNT BE ALL THAT BAD AND IT LOOKS AWESOME IN A CAR, CUT THE GREY AND BEIGE ENOUGH, EVER GONE INTO A CAR WITH GREY INTERIOR AND WONDER HOW LONG ITS BEEN SINCE ITS BEEN CLEANED??YES GREY DOESNT SHOW DIRT AND THATS A LAZY MANS WAY OF NOT KEEPING IT CLEAN, BLACK, WHITE , ARE AWESOME AND GO WITH EVERYTHING AND DO NOT BRING BACK RED INTERIOR IT FADES INTO DIFFERENT SHADES OF PINK AND ITS AWEFUL...AND WHAT ABOUT A NICE VIOLET MIST COLOUR FOR EXTERIOR??JUST AN IDEA??

Posted by: GREG BELL on August 27, 2006 4:28 AM

bring back chrome, nissan is doing it, in a plastic form with chrome finish....white interior as well nothing looks better than a really shiny red or yellow and gleaming white interior...come on guys bring it back....

Posted by: Greg B. on August 27, 2006 4:41 AM

IMHO, GM could definitely use some help in the area of colors. What happened to the good old days of GM Art and Colour?

The interiors are SCREAMING for more color. One of the worst offenders in the GM lineup is the Pontiac G6. It basically comes in two interiors: ebony (black) and taupe (neutral). Yes, their is a Morocco (orange?) accent available for models, but it's not too tasteful. I would like to see a nice white, or off-white, much like BMW 3s had in the late 90's. Red or blue interiors would be great as well. I factory ordered a red leather interior in my 92 Z28, and it held up well. Check out the new '07 Mustangs with some optional leathers in their California Special for some good ideas. My point is you need to have more than just two interior colors to choose from.

As for exteriors, some nice mellow yellows would be good, as would more choices in blue. The Blue-Gold Crystal Metallic in the G6 is nice. But go back and look at some of those great old cars from the 50's. They used more than size and chrome to announce their presence. They had bright colors that didn't need tons of metallic flake to catch the eye.

You can definitely tell that all the automakers are drinking the same Kool-Aid served up by the same color and fashion experts. That's why all the cars end up very similar in color. Net result? No differentiation, and that's boring. So stop it already!

Posted by: Dale on August 29, 2006 3:51 AM

My 06' jeep TJ is impact orange and I love the color because it certifies my Jeep as a cult vehicle, on a par like an old vw bug of that color or a vw thing. This is one bright orange color that is perfectly natural for a jeep wrangler, and it gives my jeep a classic look that will always look good even 30 years from now will look even better. Also, it's hard NOT to notice a bright safety orange colored jeep on the road, so there is definately a huge safety advantage of being noticed unless the other driver truly has their head shoved up their a#$.

Posted by: drew on April 16, 2007 4:26 AM

i have an 88 lesabre that is gun metal gray and i love it. whats wrong with that?

Posted by: acclaim1990 on May 17, 2007 7:18 PM

I am all with bringing back Hugger Orange. I bought an 06 Jeep that is Impact Orange to make up for my long lost 70's K5 Blazer. I doubt GM will bring back real trucks like those ... but if you can't make a Hugger Orange Camaro you are missing the boat big time.

Posted by: Charles on May 30, 2007 12:18 AM

I really like British Racing Green with White interior. "Sharp" I wish I could find it on smaller cars that I could afford i.e. Chevy Cobalt. Although the Metallic Beige is an O.K. Color, I really miss basic, non Metallic Tan with black interior. Cream colors and light yellows also work. Maybe I'm dating myself but I miss colored interiors and vynal colonade half roofs.I think they even made cheaper cars look elegant. I'm soooo sick of looking at gray interiors. I hate gray.

Posted by: Jack on June 19, 2007 1:20 PM

Get me a silver CTS with 304 HP and I will be happy.

Posted by: Ames Tiedeman on October 6, 2007 11:45 AM

Sometimes on a car's website to choose the exterior/interior color combo, they restrict which exterior colors are available with certain interior colors only. WHY???

I think that ANY exterior color should be available with ANY interior color!!! Blue (or some kind of aqua, but more blue than green) outside, red inside for example.

I like wild colors though (bright colors as well as darker metallic variants), like orange, pink, yellow, green, and aqua/blue. I also like dark gray, black, and brown. Interiors should be available in all those exterior colors as well as black, brown, and red (I do like those as exterior colors as well).

Bottom line--JUST OFFER CHOICES!!!! that's all

Posted by: I can help make GM more competitve if they really care on October 29, 2007 5:04 PM

Mr. Webb,
Champagne White a clear coat Golden Metallic White to replace the Boring cheap car looks Ernie White?
Let’s rename the Black like it was before Tuxedo Black, so now the Corvette can have some class, Champagne and Tuxedo Night!
PS Take note of some expensive imports thoughts on white, and your Cyber Grey is Fantastic!

Posted by: Ken Avery on March 30, 2008 2:20 PM

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