Sil­ver choice con­tin­ues to reign supreme

Matamata Chronicle - - Motoring -

The Mo­tor Trade As­so­ci­a­tion said New Zealand ve­hi­cle own­ers largely fol­low over­seas mar­kets, where de­spite hav­ing a large range to choose from, they gen­er­ally play it safe and se­lect from a nar­row colour pal­ette when it comes to the colour of their ve­hi­cle.

In data pro­vided by lead­ing trans­port coat­ings man­u­fac­turer PPG, sil­ver had emerged as the world’s most pop­u­lar ve­hi­cle colour for the 10th year run­ning.

In 2010, sil­ver’s pop­u­lar­ity rose to the high­est point since 1990 when PPG be­gan records.

The com­pany’s re­search said sil­ver’s rise to promi­nence could be at­trib­uted to a dra­matic growth in the pop­u­lar­ity of the sil­ver, grey and char­coal colour cat­e­gory which now ac­counts for 31 per cent of the North Amer­i­can mar­ket.

This is up from 25 per cent in 2009 and 20 per cent in 2008.

In Europe, sil­ver and char­coal were most pop­u­lar, ac­count­ing for 32 per cent of sales, fol­lowed by black at 24 per cent and white at 20 per cent.

This trend is mir­rored lo­cally with data pro­vided by the Mo­tor In­dus­try As­so­ci­a­tion show­ing that from 2007 un­til Oc­to­ber of 2010, sil­ver ve­hi­cles were eas­ily New Zealand’s most pop­u­lar, ac­count­ing for 27 per cent of the new ve­hi­cle mar­ket.

When grey and black ve­hi­cles are in­cluded, that fig­ure rises to more than 57 per cent.

Tra­di­tional

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red,

white and blue have slipped in the pop­u­lar­ity stakes. Com­bined they made up just 35 per cent of the new ve­hi­cles sold in this pe­riod.

PPG man­ager Jane Har­ring­ton be­lieves colour is be­com­ing ex­tremely im­por­tant to the av­er­age con­sumer and this trend of tire­some colours will even­tu­ally die out.

‘‘Colour is an im­por­tant com­po­nent of how to­day’s car mak­ers can de­fine and dif­fer­en­ti­ate a ve­hi­cle or brand in the mar­ket­place. The pal­ette of colours be­ing de­vel­oped for the au­to­mo­tive in­dus­try is clearly be­ing in­flu­enced by cul­ture, na­ture, fash­ions, movies, me­dia, elec­tron­ics and many con­sumer prod­ucts,’’ said Ms Har­ring­ton.

Terry Honan, gen­eral man­ager of large Auck­land deal­er­ship, Schofield and Co puts this lo­cal con­ser­vatism down to the aging pop­u­la­tion.

‘‘Most new car buy­ers are at the older end of the age scale, they’re con­ser­va­tive by na­ture, even if they’re buy­ing a com­pany car.

‘‘Peo­ple want to pro­tect re­sale val­ues, so tend to go for colours that they see as al­ready sell­ing well sec­ond-hand,’’ Mr Honan said.

The rel­a­tively old age of New Zealand’s na­tional fleet means that there is still an op­por­tu­nity for those han­ker­ing for a view of the greens, golds, pur­ples and yel­lows of the past but with the grow­ing trend to­wards the sil­ver and grey sec­tion of the colour-wheel, they may need to be quick.

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