ATW #2212 – The Psychology of Painting Cars Different Colors

April 12th, 2018 at 4:00pm

Internet Premiere: Thursday, 4/12 @ 4:00pm ET
Detroit Public TV: Sunday, 4/15 @ 10:30am ET

Paul Czornij, Head of Color Design, BASF NA
Nancy Lockhart, Color Marketing Manager, Axalta
Jane Harrington, Global Color Styling Manager, PPG
John McElroy,

Automakers spend a great deal of time and money developing a new vehicle and surprisingly one of the most time-consuming parts of the process is choosing its colors. It takes two to three years to get a color certified for a car. On this edition of Autoline This Week, we’re joined by color experts from Axalta, BASF and PPG, to discuss everything from how color will play a role with autonomous cars, to how it can affect the way people feel about a vehicle they’re in.

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4 Comments to “ATW #2212 – The Psychology of Painting Cars Different Colors”

  1. Venki Sundarraj Says:

    Learnt a lot about color John!

    The two tone colors were on and off over the past 2 decades but interesting to see it coming back.

    This was a great interview!

  2. Jim Baldwin Says:

    I like he bright colors but maybe a neutral color that is two tone would be well received.
    Pearl paint looks nice as well..
    Like John said dealers order so many cars and they choose colors. Maybe that’s why I can’t find a yellow car

  3. Chuck Grenci Says:

    There was some mention of the cost of the ‘satiny’ paint jobs, however, I’d of wished that they (the panelists) would have delved a little deeper in the costs of pigments, application, etc. When I go to a manufacturer’s website and peruse the “Build Your Own” function and go to pick color I get flabbergasted at the cost of different colors offered. Some even have one basic (no extra charge) color with some of the staple colors incurring an up-charge. I’ve seen up charges of $395 for regular, non pearl colors to $995/1295 for the pearl. I think that there is an extra (separate) process for the pearl (but it certainly isn’t cheap). Perhaps this might be discussed on a future AAH.

  4. Dave Foley Says:

    There is no other media source that would ever have a half hour show about a topic like this. Good on you, Autoline! Loveit!