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The Color of a Car Is About More Than Aesthetics

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The Color of a Car Is About More Than Aesthetics The Power of THE COLOR OF A CAR IS ABOUTColor MORE THAN AESTHETICS. STORY BY NATHAN MERZ PHOTOS BY SHUTTERSTOCK, RANDY WELLS, PAG It’s hard to resist any gathering where Porsches might be present, with the anticipation of seeing row after row of magnificent machinery and the various stamps of personalization each owner has carefully installed on his or her prized possession. Whether the car is pristine or has rock chips, a dirty windshield, or rubber chunks in the fender wells, chances are it is well loved. However, there are certain cars that stand out in these rows of Porsches. Around them gather the usual cadre of PCA members, as well as the young hipsters, cameras in hand. There seems to be a veritable buzz encapsulating these Porsches. Later, those same cars are likely to be heavily posted on Instagram, Facebook, and various forums. So what is it about these particular cars? 78 PANORAMA FEBRUARY 2018 I FEBRUARY 2018 PANORAMA 79 JASON TANG Often, it has to do with their vi- When you log on to Porsche.com, up a distant fifth place at 10%, and In years past, brant paint color—Auratium Green, you will see that the promotional blue is trending upward at 8%. buyers spent Gulf Blue, Viper Green, Tangerine, photos of the 718 and 911 series of Those six colors account for 91% of hours poring over Continental Orange, Jade Green, Ar- cars are in Lava Orange, Miami Blue, all new cars sold. The greens, yel- these small paint row Blue, Leaf Green, Mint Green, and Racing Yellow. Check out a Pan- lows, oranges, and purples account samples making Rubystone, Signal Green, Signal amera or a Cayenne and you will find for an increasingly small sliver of tough color Yellow, Maritime Blue, Riviera Blue, more neutral shades of black, Volca- the market. choices. For some Aubergine, Chartreuse. Like moths no Gray, and Night Blue Metallic. This trend holds true for Porsche reason, these old to a flame, we seem drawn to these as well. On Porsche’s online car con- sample cards over-the-top period colors, even if we IN TODAY’S AUTOMOTIVE CLIMATE, figurator, you will find that Porsche seem to hold might not be brave enough to have the neutral colors are dominant: offers a total of 25 unique colors great charm. picked one of them for ourselves. white, black, gray, and silver. In fact, across all models, although each Marketers know that color has according to Axalta Coatings Sys- model has fewer choices than that. a tremendous impact on how we tems’ latest 2016 survey, those four Among the neutral colors are white, emotionally respond to a product, colors accounted for 73% of all cars White Metallic, black, Black Metal- and marketing is all about creating sold in North America. Red comes lic, Volcano Grey, Agate Grey, Meteor a passionate reaction. We know that blue connotes safety and security, red sex and daring, yellow happi- ness and joy, silver technological superiority and elegance. Is it sur- prising that sports cars in bright, primary colors are more apt to be featured in advertising? If that’s the case for sports cars, how do automakers market a vehi- cle like a minivan? The class leaders Toyota and Honda advertise their wares in safe shades of silver and gray. Chrysler is trying to get back in the game, and you will note it is featuring the new Chrysler Paci- fica in Red Pearl and promoting it as a van for cool families. Whether or not this approach is working, it goes to show the power of color in something as mundane as the much- maligned family minivan. 80 PANORAMA FEBRUARY 2018 FEBRUARY 2018 PANORAMA 81 Grey, Rhodium Silver, GT Silver, and while still an enthusiast, projected a • Versatility: A neutral matches focused drivers, maybe a Continen- All-time Chalk. There are also various reds more buttoned-down image, which every season, every occasion, and tal Orange 911 SC is better than a and blues, such as Guards Red, Car- continues to this day. There is also even every outfit. If butter yellow Silver Metallic one? mine Red, Burgundy Red, Graphite a certain risk involved in picking a leisure suits come back in style Favorites Blue, Night Blue, Miami Blue, Biscay daring color. How will it fare in the (hopefully not!) how will you look WHAT ABOUT PAINT TO SAMPLE? Blue, and Moonlight Blue. Arguably, future? What will my co-workers climbing out of your Rubystone 964 One of the unique things about Here are author there are only three really daring and neighbors think? How many of in front of the discotheque? Porsche has been its commitment Nathan Merz’s colors offered: Lava Orange, Miami these bright early cars were later It also comes down to what’s since the beginning to really listen five favorite Blue, and Racing Yellow. changed to black, silver, or Guards available at your local dealer. If you to its customers. Nothing is better Porsche colors: When it comes to collectible Red in the 1980s? owned a Porsche store, would you evidence of that than the Paint to ❶ Jade Green/ Porsches, the color story is the feel safer with a lot full of neutral- Sample (PTS) program. Since the Hell Grun, polar opposite. Bright, fun, daring, THE VALUE OF A NEUTRAL colored new Porsches, or would 356 era, Porsche has allowed its cus- Color Code 227 and unique colors are all the rage, So, if collectors today want early you be willing to bet your fortune by tomers to specify a color that is not 1972-1975 911 and rarity is the Holy Grail. That’s cars in a bright “jellybean” shade, having a dozen new Miami Blue cars listed in the standard palette. This ❷ Maritime Blue, because, whether we are talking why don’t people buy new Porsches on the lot? I would bet you might be could have been something as sim- Color Code 38B artwork, stamps, coins, or Porsches, in the more daring Miami Blue, Rac- more comfortable stocking them in ple as requesting a color only avail- 1991-1993 928 an item that is scarce is more desir- ing Yellow, or Lava Orange? Why do Agate Grey. able on the 928 for your 911, or pick- & 911 able than one that is plentiful. In so many of us pick a neutral color? ing a historic 356 color for your 996. the early days of Porsche, the color There are many great reasons: More unusual are the truly rare, one- ❸ Continental THE VALUE OF A NON-NEUTRAL Orange, Color palette was more daring than that • Conformity: Not everyone wants • Uniqueness: Whether it’s on a off colors specified for a Porsche Code 107 of today. That is likely a factor of to make a loud statement. You can’t club drive, the concours lawn, or family member, VIP client, or just 1976-1978 928 both the time period and the fact be shy if you’re going to drive a Lava your local Cars and Coffee, there a regular customer lucky enough & 911 that Porsche was a small sports car Orange Porsche. is nothing like the reaction you’ll to specify that his new 911 should ❹ Lime Green, company that didn’t have to take • Compromise: Cars are usually get pulling up in a Chartreuse 1973 match his wife’s Ferrari Dino. Color Code 226 itself so seriously. Prior to the mid- purchased by a couple, and near- 911S. It’s no fun to go to an event The current Paint to Sample pro- 1972-1973 911 1970s, a Porsche owner was literal- ly everyone can compromise with and have your pride and joy join a gram, while still quite unusual in the ly yelling to the rest of the motoring their partner on silver, gray, white, line of otherwise indistinguishable automotive world, does not allow ❺ Talbot Yellow, public: “I’m an individual and my car or black. Nobody compromises on models just like yours. the truly unlimited choices it once Color Code 106 is a direct reflection of that.” Speed Yellow or Mint Green. • Nostalgia: When buying an old- did. Currently, Porsche maintains 1976-1980 911/912 With that mindset, an owner • Safe resale: A neutral never goes er car, we are reflecting on simpler an approved list of PTS choices, could pull off an outrageous color out of style. Whether it’s 1980, 1990, and more carefree times in our lives. which primarily consists of his- like Viper Green or Signal Yellow. 2000, or 2020, arriving in a black or Nothing says simple, youthful, and toric Porsche colors. In fact, the Fast forward to the mid-1980s, and white car will never offend. Its resale carefree like a decidedly bright pri- interesting thing is that on modern Porsche had fully arrived. Its owner, value will always be neutral as well. mary color. Nobody can accuse you Porsches, some of the PTS shades of being frumpy when you are driv- are more common than some of ing a Ravenna Green 914! the lesser-chosen standard palette • Memorable: In today’s fast-paced choices. The bright jellybean choic- world we are inundated with a ver- es have permeated the majority of itable landslide of information and the PTS GT cars, such as the GT3, images. Which car is more likely to GT3 RS, and GT4. be remembered by others, the black As a general rule, PTS Porsches 928 or the Arrow Blue 928? If you are will trade for a premium. So if you trying to wow the concours judges, get the chance to purchase a car in according to the rules, color should a one of these shades, you will gen- have no impact.
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