Overcast recast: Gray is young again as a car color
It’s called the Lunar Edition because the surface of the moon is gray. When Buzz Aldrin surveyed that stark landscape in 1969, he declared it “magnificent desolation.” Seems like a downer connotation if you're trying to sell trucks, but Ram’s marketing people may be too young to remember that.of gray paint on cars. For maybe the first time, gray is turning heads on the road.
Up until now, gray has been one of the most boring colors a carmaker could offer. Maybe not as bad as the proverbial beige , but close. Anonymous. Drab. Nondescript. A non-color, actually. Gray is achromatic, between black and white. Or, gray can be achieved by basically usingthe colors, like you took all the food in your fridge and whirred it in the blender. And about that appetizing., and we’ve never understood that. White is the top seller, at 26% of the automotive market. Nothing wrong with white. It has good visibility, and paradoxically can appear clean even when dirty, so that’s nice.
And then there’s gray, at 18.4%. Meaning, nearly 1 in 5 cars out there is gray. If you lump gray and silver together — the difference can sometimes be a, well, gray area — they’re nearly 1 in 3 cars. And for decades grays have been a mundane medium to dark charcoal metallic. Millions of Mercedes, Audis and BMWs wear that color. Around the office, we call the white-silver-gray-black spectrum the “German rainbow.” Together, they make up an astonishing 78.6% of all U.S. vehicle sales.
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