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Chevrolet To Raise Sonic’s Appeal Through Limited Edition Colors
Philippe Crowe July 23, 2013
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The 2014 Chevrolet Sonic will be available in two limited-edition colors as the brand adapts its products to the “individualist” consumer.
A chromatic plum called Deep Magenta Metallic is the first in the series and will be available August through October.
“We know that about one-third of our Sonic buyers note exterior color as an ‘extremely important’ factor in their purchase process – a higher percentage than other small car buyers,” said Michelle Killen, lead creative designer in General Motors’ color and trim studio and exterior paint expert for Chevrolet.
When it came time to replace Inferno Orange, Chevrolet said the design team realized pink was a lasting trend, and after the success of Chevrolet Spark’s Techno Pink, wanted to bring a more chromatic tone to showroom floors. Chevrolet’s designers believe it accents Sonic’s shape to perfection.
“Color is simply energy: it is a universal language that everyone instinctively understands, and yet it can also mean different things to each individual,” said Isham Sardouk, chief creative officer of Stylesight, a fashion trends forecasting company.
Chevrolet said it developed Deep Magenta Metallic after extensive research into fashion runways, consumer products and high-end furniture galleries. The company also said the color shifts in this magenta tone will show Sonic’s form vocabulary, essentially the shape of the car, as it drives down the road.
“A car in a distinctive color is really the ultimate statement piece, especially to my generation who is now embracing metallic across their wardrobes, furniture and accessories,” said Justin Livingston, color trend expert and founder of fashion blog Scout Sixteen. “The Chevrolet Sonic in Deep Metallic Magenta expresses an individual’s personality and tells people that they embrace style. Plus this richer magenta tone works against a lot of skin tones and is practical for anyone who’s willing to take a risk – both male and female.”
On average, a Chevrolet vehicle has 10 to 12 color options throughout its lifecycle.
The limited edition colors will be applied with the “three-wet” paint process at GM’s Orion Assembly Plant.
The technique ensures high quality while reducing environmental impact. And it reduces the plant’s paint shop footprint by 10 percent. GM said it was the first automaker to use the process, in which three layers of paint are applied one after another without drying, thus requiring only a single trip through the oven.
Following the Deep Magenta Metallic, Cool Blue – a greyish, dirty blue – will be available on the Sonic from November until March. Dragon Green will come to the lineup as a permanent addition to the Sonic palate the first quarter of 2014.
Posted in Carmakers, Market & Fleets, Chevrolet, Compacts & Sedans, Decision Process, News, Small Car
Tagged as Chevrolet, deep magenta metalic, GM, Sonic
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