Axalta Coating Systems presents 2017 automotive colour collection
Axalta Coating Systems has unveiled its 2017 automotive colour collection to European car manufacturers. "Color_gen” offers light vehicle OEMs an insight into global colour trends that will dominate the market in model years 2020/2021.
The show complements two other annual Axalta colour initiatives designed for car manufacturers – the Automotive Color Popularity Report and the company’s Automotive Color of the Year, which for 2017 is Gallant Grey.
Three key target groups
The current show has analysed three key target groups for car manufacturers to allow them to understand purchasing decisions related to automotive style, brand and colour. The combination of these three resources give OEMs an overview of customer colour decisions in the previous year, the latest trending colours, and a glimpse into what will drive car buyers’ colour choices in the future.
16 to 35 year-olds
The GenNext demographic consists of 16 to 35 year-olds who are predicted to account for more than 50% of the working population by 2020. This generation is likely to perceive cars as lifestyle objects. Colours predicted to appeal to individual tastes within this demographic range from ceramic-like, solid pastels to subdued, natural-looking colours, such as olive and smoky green or terracotta and bright colours for practical, functional vehicles.
36 to 55 year-olds
The GenHere&Now segment addresses consumers aged between 36 and 55. They lead busy lives, are at the peak of their career and strive to maintain a work-life balance. The forward-looking Color_gen show presents intense, mid-range colours for busy families, unusual, fashionable metallics for the sporty singletons, and a refined palette of chromatic colours such as grey, black, silver, and effect white for “double income – no kids” couples.
Over 55 year-olds
GenLux focuses on the over 55s, the most important group of car buyers. They, generally, have the luxury of having a little more time and money, and are focused on quality. Premium effect colours, glass flakes and solid metallic variants of classic colours such as burgundy and variations of British Racing Green are among the colours likely to appeal to this demographic.
Considering different influences
“While Axalta’s various comprehensive colour insight initiatives track global automotive colour trends, the Color_gen concept considers the behaviour and tastes of different car buyer target groups. Every generation is exposed to different influences, so their lifestyles, ambitions and choices vary,” Elke Dirks, Axalta’s Colour Designer for Automotive OEM Coatings in Europe, Middle East and Africa, explains.
