Carmakers Target New Colors Grab Sales

A bevy of new hues make their debut as automakers turn to colors to turn consumers on.

Henry Ford was quite content to offer one color on the Model T — black. Take it or leave it, as the legend goes.

But that was in the days when horses were still considered primary transportation for many Americans. A century later, a wide range of colors is available to meet nearly every taste and whim, and companies increasingly are using color as a way to differentiate new car segments and technology.

In keeping with the eco-conscious times, greens and blues often are the choice for hybrids, said Jane Harrington, manager of color styling and automotive coatings for paint specialist PPG. Stately blacks and silvers remain popular for luxury cars, and of course, head-turning reds (think Corvettes) and jaw-dropping oranges, á la the Dodge Challenger SRT8, are staples of sports cars.

"The right color can really make it memorable," she said, while illustrating the company's extensive paint collection for AutoWeek.