Detroit, Michigan – BASF Coatings Color Collection 2014/2015 report, "Under the Radar," predicts a new level of normality is coming as North America bounces back from the recession and society embraces the unpretentious beauty of the "flyover states."
"'Under the Radar' helps car companies predict the mood of a specific region and provides exterior coating recommendations that reflect the ideals that may become popular two to three years out," says Paul Czornij, technical manager for the BASF Color Excellence group. "Noting many political, societal, and technological references, we realized that the 'flyover states' and the Rust Belt regions are becoming increasingly productive in our post-Recession era."
The five local theme colors automakers may consider in North America for model year 2018 vehicles are:
- La Garra Charrua – a light blue color representing an unpretentious look at mother nature reminiscent of the prairie spaces in middle America.
- Haymaker – a rich orange that seems dirty, but upon a second glance, sparkles much like the charm of a rusty factory in one of America's Rust Belt cities.
- Fitted Green – a soft green exemplifying the look of fresh mowed grass and a gentle reminder of a simpler, sustainable life.
- Gray Elevator – a dark silver that has an imprint of American culture woven through it as the tone harkens to a connected world where people come together.
- Take 10,000 – a brownish color with a lot of sparkle that reminds individuals to remember the specialness of natural experiences.
The North American local theme focuses on today's individuals who are innovating in the most unlikely areas. For example, once a cash-only model, farmer's markets are now offering credit card capabilities. The "cottage industry" is another example as individuals are harkening back to a simpler time and developing low-key solutions that advance society through modest, yet sustainable models.
"The colors we've chosen will highlight a car's beauty and create a strong color memory while reflecting both the driver's desires and the North American consciousness," says Czornij.
Source: BASF - The Chemical Company