This article is part of the GM Authority Mailbag series, where the GM Authority Crew features and replies to your questions, comments, and observations.
This one comes to us from Lynn:
I have issues with GM vehicles exterior colors, they are pathetic! I’m not necessarily pleased with the interior colors either. Generally speaking the exterior color selections are either dismal or sickening. I recommend an immediate revision to the color selections if not then by spring. Its only paint just tell GM to buy it and put it on! Don’t say the colors wouldn’t agree with the available interior colors because the interior colors are so neutral that they improve the sickening exterior colors already on the chart. My attention has been with the available colors for the 2013 Equinox. Too many shades of gray and black and none of them are worth a glance, they are not distinguishable. And you can’t say the one they call green looks green, it is gray with gold metallic in it. Reminds me of differential grease. It looks worse than an army military vehicle.
I know you are going to tell me that white and silver are the most popular colors. Can you still say that after you don’t count all of the white and silver program cars that businesses buy? The most popular Ford Model “T” color was black. What was available then? Oh black. You must understand customers need choices. Some people could care less what color their vehicle is, they have no pride in their vehicle. They just want transportation so they are happy with a neutral color.
I suggest for examples: Two shades of white (one pearl metallic) is the limit. Two blacks (one metallic), a silver and one metallic gray is the limit. The current red color is very good, consider adding a maroon color. The Atlantis Blue is barely worth looking at but it is better than no blue. What happened to the medium blue on the chart a few years ago? Three blues are needed; navy or dark metallic blue (think Daytona blue 1964), medium blue (think midnight blue 1961) and silver blue metallic. One metallic burnt orange would be terrific. One butternut yellow (think 1967 or 68) would be excellent. Two or three shades of green would be advisable, all metallic, light, medium and dark shades. Two colors of brown metallic, one dark and one light much like recent charts show.
If GM doesn’t have anyone on staff that can make good color selections maybe they need to find someone who does. GM should look at their competitors colors for guidance. Ford always has good colors.
Don’t make me mad!!!
I would hate to make Lynn mad. So I’ll try my best not to. Realistically, I completely understand how great it can be to get a vehicle with a color that you’re totally in love with.
Currently, the 2013 Equinox is offered with 11 color choices, including:
- Atlantis Blue Metallic
- Black
- Black Granite Metallic ($195 upgrade)
- Steel Green Metallic
- Crystal Red Tintcoat ($325 upgrade)
- Tungsten Metallic
- Champagne Silver Metallic
- Ashen Grey Metallic
- Silver Ice Metallic
- White Diamond Tricoat ($745 upgrade)
- Summit White
Now, Lynns says that the Equinox line has “too many shades of gray and black and none of them are worth a glance” and that “they are not distinguishable.”
Not distinguishable from each other? I’d beg to differ. The blacks are significantly alike (they’re black after all) — but the optional Black Granite Metallic color is an upgrade for those who — as Lynn says — “take pride in their vehicle”. But perhaps Lynn meant that the colors are indistinguishable from the colors available on other vehicles. In that case, we’d recommend opting for the Metallic or Tricoat paint schemes — since they are exactly what distinguishes a white Chevy (in White Diamond Tricoat) from a sea of non-metallic whites from competing makes.
But forget about the whites, blacks and grays on the ‘Nox; then we are left with the Crystal Red Tintcoat, Atlantis Blue Metallic — which Lynn subjectively doesn’t care for — and the Steel Green Metallic — which Lynn doesn’t care for either, calling it analogous to “differential grease” that “looks worse than an army military vehicle.” From what I understand, though, the Steel Green color never promised to be a “pure green”; it’s green with a steel appearance. But that’s neither here nor there.
“I know you are going to tell me that white and silver are the most popular colors. Can you still say that after you don’t count all of the white and silver program cars that businesses buy?”
Yes. And for the record, fleets tend to buy an assortment of colors when it comes to crossovers. You must be thinking of trucks and panel vans — which are predominantly purchased in white by those customers.
We’d like to thank Lynn for writing in and ask the GM Authority army the following: keeping in mind that colors are a highly subjective topic, we ask you if Lynn’s letter holds any water. If it does, how should The General adjust its color offerings, keeping in mind market demand for each? Sound off in the comments below!
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Comments
I tend to agree with Lynn in many respects. I think the Equinox blue is “low rent”–like something that would’ve been popular six or seven years ago. White diamond is great, but it’s on the yellow side… there needs to be a whiter/less grandma-ish option (other automakers offer them). Champagne is nice–I like to blend in as much as anyone, and would select it nine out of ten times–but I’ve seen some really rich browns from Toyota, Ford, and BMW recently that look great. And, without going overboard critiquing, the grey is too dark, and the silver is too light.
So…. there are options, but none of them really scream, “wow, look at me; I”m a trend setter.” In fact, a lot of them (like steel green) look like the sort of color choices I would expect far less expensive vehicles like the Sonic to offer–they’re just not premium enough,IMO. (Years ago, on a once mighty site, someone posted something to the effect that GM was all too often late to the party, and that they showed up in yesterday’s fashions to boot–I tend to agree.)
And before someone says, “our dealership sells tons of black or white vehicles, they’re the best colors,” please realize, people are just okay SETTLING for those colors (I’m guilty, myself). If there were more compelling choices available, I’m fairly sure people would PAY for them. I would.
For the record, I would provably opt for the Atlantis Blue Metallic if I were in the market for the Equinox. Not sure what is so “low rent” about it… Want to see “low rent”? Check out the Toyota RAV4 or the Hyundai Tucson.
I guess what I meant by low rent is that it just doesn’t seem like a really elegant blue. And with the exception of its happy face, I feel like this generation Equinox is a pretty elegant looking vehicle–not so sporty and youthful like the last one. But to be totally honest, after going back and looking at the picture you have, it doesn’t look bad at all.
Blue cars seem to be either just the right shade or they don’t look right at all, in my eyes. Don’t ask me why but It’ seems I can like a particular car’s blue paint one day, and dislike it the next, too. I guess, despite my owning a blue car back in the day that I really liked, it’s just not my color.
Ah yes, I completely get it now. It’s obviously all subjective, but I know what you mean.
Personally, I had an opportunity to take the 2013 ‘Nox in the Atlantis Blue Metallic to Breckenridge recently. It was a great experience and the color, coupled with the snow and the mountains, was perfect; it was just “sophisticated” enough while standing out in a sea of Benzes, BMWs and Audis. 🙂
Ah, Breckenridge… where’s the drool smilie?
As far as the “yellow” white.
Bright white and off white come and go opposite each other. For awhile the bright white is popular and then it becomes unpopular and replaced by the off white.
Cadillac only offers White Diamond…$1k; I’d personally take the plain white, and it is no cost too 🙂
I’m not really sure that why she thinks Ford has better pallette or more pallette than Chevrolet. Edge has about 8 colors(and i’m sure it’s the same for Escape) and Equinox has 11. Ford doesn’t really have a “White diamond Tricoat”. Their “White platinum tricoat” is about the same as Chevy’s “Summit White”. I suppose their ginger ale color is about the same as champagne silver. I suppose the Tungsten metallic is kinda like a dark purple color? but then again I think Chevrolet should just offer black granite solely instead of the black and black granite though. As for Ford, their Ginger ale doesn’t look that much different than their mineral gray. As for interior Chevrolet should have offered tan along with black on light titanium and black on black. But again the same goes for Ford too. It also seems like their Sterling Gray and the Kodiak brown on the Escape just mixed it with purple and call it as that. And the Escape only have one interior color which is dark black and that’s not good at all!!
Lynn is right on target! Couldn’t agree more. I’ve heard others say the same thing. The interiors are worse. Jet Black is horrible. Walk through a dealership and that is the color of every interior. Boring. What happened to all the colors from the sixties? There were so many blues and greens and even yellows. They even took away the aqua blue from the new Camaro after less than a year. Lynn, lets send them a new pallet of colors.
You might wanna add Escape to the interior list
They dropped the aqua blue because no one was buying it.
That aqua was baddddddddddd
50 shades of gray.
I used to help pick colors for new models. First you are limited by the plants to about 10 colors which the Equinox has 1 more. They are also able to offer one special paint that is a bit risky. I would bet the tungsten metallic is the one on the Equinox.
If a color gets below a prescribed percentage (5%?) the plant does not want to shoot it because of all the parts they have to stock and keep track of. Think of all the fascias and rub moldings and other color keyed they need to stock.
Also if the paint is that low obviously the public does not really want it.
Remember that the dealer orders the cars and they do not want that “special” color sitting on the lot when they know the typical white, black, silver, red. blue, green of the day is what sells.
As far as the interiors. In normal vehicles (not corvette) red/blue/green interiors will not sell. The old Regal/Century/LeSabres kept some of those colors until the early 2000’s but the penetration was almost 0 and only the OLD folks wanted them. Funny also that what we were always asked for was white interiors from the Florida dealers. While we saw that a small market was possible the idea of white interiors stained with blue jeans or just plain filthy kept us from offering it. Then again if anyone can show that some blue/green/red color is selling in a non special vehicle please tell us. (red in vette does not count).
Took a look at the closest competitor, the Rav 4. Only 9 colors: white, beige, black, red, blue, green, brown and pearl white. I guess they do offer a brown but the Equinox offers black metalflake and red tintcoat, very premium and beautiful colors.
Escape offers 9 colors. They do offer the tintcoat red and pearl white. They do offer a feminine frosted glass blue though.
So in the end we can perhaps say that GM does offer enough colors or “desirable” colors but they seem to offer more than their competitors.
I think the gray green on the Nox/Terrain is also the risky one too
This is crap, the car looks great! There is nothing wrong with the colors, paint jobs today are top notch! Look if you dont like the color of paint on the car do what some people do, change it!
GM is not suppose to make cars for everybody, just try to make as many people as happy with there purchase as possible! You will never please everybody and for those people they make paint shops!
As for the green yellow interior! there is a reason those arent made anymore!
Brian…yes, interior colors are so limited…remember when…red, green, blue, gray, gold, etc. Sure do miss that customizing. Even Cadillac is pretty basic
Bottom line, it all comes down to money. More colors = more cost. It is not simply having the plant change the color, there are components that come in painted, like fascia’s, body side moldings, spoilers, etc. Each of the extra colors increase the supplier cost in changeovers, storage, etc. Also, as 62vette mentioned, having the right combination on the dealer lot is a challenge. Ask any dealer and they will tell you that GM has too many combinations.
And there are environmental reasons. Every time you change colors you have to clean out the lines and there is wasted paint/solvent.
So GM doesn’t use water soluble paint?
GM uses the same water “based” paint as the rest of the automakers, it still contains solvents and requires cleaners to truly flush the lines.
You still have the paint and the contaminated solvent/water to dispose of.
Most all GMC products have some of the same colors…Crysta Red, Black Diamond, some gray, some blue, White Diamond, etc….Cadillac and Buick have decided no greens for now I guess; I’d still love Summit white on Cadillac…don;t get why it is not available
Alex, if you want the low down on how colors are chosen and developed give Chris Kolter a call at Design Staff. I do not believe he has the color job anymore but he is an expert. If you are interested and cannot get his number please contact me off line.
Basically the colors are chosen ~5 years ahead of release. They need to be fully tested. They are chosen by looking at color trends in other industries such as clothes.
62vett….Yes, interior design does the same thing for fabrics, carpet, etc….look back and reuse
We have two shades of white, two shades of black, three shades of gray. Very little in the way of real colors left to pick from. Paying extra for a color is just stupid. Why are there no more “free” shades of metallic red anymore? …how about a victory red? Blue Topaz would look good on the ‘nox too.
Chris….yes, exactly, colors shoe be better and the charge-up is crazy..especially the $1k at Cadillac. Buick colors are pretty good I think. At least white is free!
If you buy a Cadillac you most likely will be getting the premium white over the base white. So I would surmise that getting rid of the low volume white allows another paint color in the facility.
I want also add another caveat and that is plants that build more than one vehicle. Say a Buick and a Chevrolet. I do not know the rules today but the PLANT will only have say 13 colors available. Now you have to share some of those colors between vehicles and each vehicle would get their specific colors. This again limits colors available.
Dan, diamond white is available on the Buick LaCrosse. Base white is available but I would bet it is a high runner on the buick because of biyer choice in keeping the price down. (notice thought that diamond white is only $495 on the Buick).
62Vett..my last Cadillac was White Diamond…first one was Cotillion white…which is what I prefer regardless of price…and yes, Chevy and Buick charge much less…I looked at Verano and it was only about $400 upcharge for their colors …so, if I get ATS I would probably go with base black or silver….would like a nice nonmetallic gray or a green…plain white of course.
62vetteefp that’s good insight. However, I don’t really buy the reasoning behind charging extra for white. It’s white, for crying out loud!
I also don’t quite get the reasoning behind charging Caddy customers more just because they’re Cadillac buyers… should one be with being overcharged for something that should be free? As far as I see it, I’ll buy a BMW (with the white for free) just to spite Caddy for trying to f$%k me for something as simple as a base color.
Here’s the way it should be: all base (traditional) colors should be available free of charge. Value-adding colors like metallics, mattes, diamond coats, etc. should be made available as options for an additional charge. But having the only white in the mix be a premium extra-cost color on the ATS is asinine in my book.
“should one be overcharged for something that should be free”?
A product is sold at what ever the seller can sell it. period. He / she is going to make as much money as they can. This is the land of supply and demand, not communism.
And obviously if you look around there are a lot of tri coat premium white Cadillacs around. So the demand is there at the price they charge.
And it is funny you bring up the BMW when talking about charging for paint. The Germans are the reason we now charge for special paints. They charged for simple metallic paints 15 years ago when we charged nothing. But the Germans saw a means for profit and charged for what we considered base paints.
$1800 for their tricoat white on the 7 series(Caddy only charges $1000!). $550 for simple metallics on the 3 series (free on GM vehicles). 3 series does not even offer the tri coat white and they charge $550 for their metallic white.
You are correct in one area and that is that the ATS does not offer a basic non metallic white. And perhaps this is a mistake for them. I do not have the current consumer data that Caddy has but I would bet they looked at what other premium lux marques sell and saw that basic white was a low runner compared to the premium whites and other colors.
And this is where I see a disadvantage at GM. They only offer ~10 colors per model whereas BMW offers 13-17 colors. This makes Cadillac make decisions like not offering the base white. Is this a huge competitive disadvantage? Perhaps. Then again if basic white or ruby black metallic at BMW only sells 1% a year then it is not that big of a deal.
All good points. I hope that the paint/color constraints will be ironed out in the next year or two. I’m interested in a base white ATS myself…
You hit it with the statement, “I want also add another caveat and that is plants that build more than one vehicle. Say a Buick and a Chevrolet.” I cut my teeth in the automotive industry. I am now a Corporate Internal Auditor with a large automotive company, but I started on a humble paint line. We supplied OEM and service parts to Ford, GM, Chrysler, Nissan and Toyota. The process of color matching is insane…not to mention the production costs. The paint itself may not be drastically more expensive, the cost is in the process. The more “deluxe” the color, the more difficult it is to match and it is ran in smaller batches. Keep in mind that a bumper, body, doors and hood may all be painted in separate factories with separate lots of paint. When that vehicle is assembled those colors MUST match. Every time we ran a color change we had to first mix the paint and spray test panels. Once the panels ran through the curing process we would have to go through the process of testing them to make sure they were within the tight color parameters set by the customer. If they were off by even a small margin, a new set of panels would have to be ran. Due to the time necessary for curing the paint and testing, it could take an entire shift just to get the color “right”…before the first part is ever painted. Ford had a color called Sonic Blue. It was a nice color, but quite possibly the most difficult to match. (Mostly because it was ran in such small batches.) Reds and oranges were also very difficult. Not surprisingly, the whites, blacks and grays were the most forgiving. We would run those colors in large batches with hourly color tests. For the most part, they were uneventful…fewer mistakes + less time to produce = lower costs.
Chris…$1,000 is a lot for paint
A good article on color. A little old though.
http://www.msnbc.msn.com/id/9884612/ns/business-autos/t/color-makes-comeback-automotive-business/#.UKqY_Ibwalo
I’m a fan of the darker greens, actually. But that seems to be out of vogue with many of the current models. Except the Brits, whose cars simply look stunning in Racing Green. If I can’t get a dark green, I tend to go the German route and make do with silver. It’s a safe bet.
Yes, a classic color….British green….can’t go wrong with classics…and the interiors to match, remember that? So nice instead of black and gray or tan…..I guess just too $? I think that would really improve sales and the feeling of luxury it we cluld get BM to do that one thing anyway?
My 2009 Equinox is Metallic Blue. My wife saw the color and had me buy the vehicle on sight! Why isn’t this color available for newer Equinox?
My 2010 is also this dark, navy blue color as opposed to the current gray/blue color. My wife likes it much better as well. The why part will never be known for sure, but I am sure that people in marketing and the design studio have a real good reason, unfortunately the reason does not correlate to our wife’s satisfaction.
Agree with Lynn. The colors for the Equinox seem on the dull side to me. I like the blue that is available for the Cruze, but not the blue for the Equinox. The red is also nice. In general, my tastes are for brighter colors. It’s actually a safety issue as much as it is a matter of personal preference. Brighter colors tend to be more visible.
Feeble color choice. Honda does the same thing. Chevrolet, be true to yourself, not Honda.
I agree with Lynn. I drive by several GM dealerships virtually daily, covering all their makes. It’s almost as exciting as black and white TV.
I’ll be looking for a new vehicle on a year or so; I hope they get their act together.
I just saw the 2013 Hot Wheels Camaro. The color is Kinetic Blue. Love it.
All I want in a chev equinox is the color purple
None of your dealers have automobiles with tan or beige interiors even though the GM website shows pictures of them. No matter what car is chosen the interior is grey or black. I looked at Chevys last year and you had the same problem. Not only that but the flashdrives you hand out are only compatible with PCs, not Macintosh. A 13 year old could design the software to make it compatible with Macintosh computers. I advised several chevy employees of this problem a year ago and obviously customers inputs are completely disregarded. Not only do you make it impossible to compare features like in a brochure you also do not care about CUSTOMER PREFERENCES regarding interior colors. This is not just your dealership. I’ve visited or called 5 in my area. Sales personnel deliberately lied on the phone to get me to come in saying they have a LOT of tan interior cars like the Malibu, etc. They lie. They don’t care that they are using ‘bait and switch’ tactics (illegal) to coax you into their dealerships. And they have zero regard for the people they inconvenience by getting them to drive 2 hours across town.
Is there one person at Chevy/GM who gives a damn about what customers want or is it your agenda to just cram cars they don’t want down their throats? Obviously, GM must train their sales force to use any devious tactic they can use to try to make a sale.
I don’t know if you’re aware but in the South temperatures exceed 100° most of the summer. I’m sure you’re also totally unaware that black ABSORBS HEAT and lighter colors REFLECT HEAT. Apparently not one of the ‘geniuses’ in GM’s executive levels or sales levels are aware of physics either, or they just don’t give a damn about people or potential customers.Â
What’s sad is I am going through the trouble of writing to you to point out these glaring flaws but I’m confident not one person at Chevy/GM or the executive level will give a damn. How do you stay in business when you appear to have contempt for customers? From previous writings in this thread you dismiss a person’s very valid reason for being upset with GM’s color selections. I’m wondering if it’s a requirement of employment to be colorblind. Are you?
The recipient of this letter should forward this letter to your CEO or other executives but from past experiences that has never happened because no changes have been made in a year. Is GM’s motto “For god’s sake, don’t listen to customers!”.Â
I’ve bought several Chevys in the past but your company’s utter disregard for giving customers what they want is alarming and if it continues your sales will plummet and hopefully you won’t get bailed out again. Anyone who doesn’t listen to and immediately respond to customer’s suggestions should never be in any position where pleasing customers is involved. GM was eager to take money from taxpayers and then you turn around and produce cars customers do not want and you can’t even produce a flashdrive a 13 year old could design in one day. That reveals complete arrogance or complete ineptness, especially since I informed so many people in your company a year ago.Â
Anyone listening? Anyone care about customers??? In case you’re not aware, customers are the people who give you their money in exchange for cars they WANT and buy. Without them your company will be history again and the next time your business will be shut down it will be forever. Anyone give a damn??? Certainly not all the people I’ve talked with at Chevy/GM.Â
If you do not want to respond to this then would you please pass it on to someone who gives a damn? It would be best if you sent it to your lame, overpaid CEO because he obviously has no idea what a customer is.Â
Thank you,
Amanda
Amanda, can I get an email from you?
Amanda, are you a media person? The reason I ask is that GM does not supply flashdrives for customer usage as far as I know. Only media press kits have them.
Again can I get your email address?
You do realize that all car dealerships, no matter the brand, are separate entities and they do not work directly for the OEM’s? It is unfortunate that the dealers in your area practice poor sales methods but, believe me (I work at GM), if GM was aware of these tactics, they would be taking action against the dealers.
The best way to get in touch with someone that CAN help you at GM, is to contact GM Customer Service directly (Chevrolet’s is 800-222-1020), they are also very active on Facebook ( http://www.facebook.com/generalmotors?fref=ts ) and Twitter ( https://twitter.com/GM ). You can also request to talk to the GM Zone Manager, who is the interface between the dealers and GM and he/she can deal directly with the actual dealer issues. Hope this helps.
Amanda, I would like to know have you ever heard of a word “Ordering”??
Ms. Devings,
We apologize for the disatisfaction that you are currently experiencing in regards to the interior and options that you would like to see on a vehicle you are interested in. We would like to hear more about your story. Please e-mail me at [email protected] with the details.
I look forward to your reply and we take comments like this very seriously.
Brandon
GM Customer Service
Amanda, please let us know how the response from GM works out.
Another quick comment. The dealerships are independent from GM and order the vehicles the way they think they can sell them. GM does put out recommendations on what we believe will sell. And I would think that they would recommend a 33:33:33 split on the 3 interior colors.
Why a dealership would not stock the neutral beige interior is strange. However perhaps they sold out of them?
Please feel free to answer.
The color range is an issue whether subjective or individual person. In America swaying and worldwide, there is a strong tendency for neutral colors that indicate modernization and many people agree because they have the problem of changing hues as it would in a blue or red, and metallic pigments glass varies in hue, intensity, brightness and that´s what makes the conflict to all people, and of course that happens to me, only people more observant, analyst would realize the difference between Black and Black Granite by reflections of sunlight into them. The reason for this is that we are not sure then buy a color too diferent from what is, for fear of being frowned upon or not accepted. Who would buy a yellow Equinox? If GM Equinox offer yellow, few would sell? 2 or 3 at most. It is obvious that GM would not risk having a color in the agencies, which is not sold, if they want to sell. In contrast with the traditional black and for years in U.S.. I always really elegant. I once saw on the internet that the range of neutral colors was a reflection of the global economic situation. I think the range of colors offered in GM Equinox is good. I like the Tungsten and Atlantis Blue. Ladies and gentlemen all automakers have neutral colors such as selling, at the end of that is what the majority wants and accepts. Never be able to please everyone, and when the brand pull a very nice color for your but inmediately.
Imagine if car brands offer all colors that exist collapse shockwave oh no¡, and that would have again for next year. Adrian Becker
I have a 2010 equinox that I love other than black inside cant keep clean and is very hot will not buy another car with black inside or out
I totally agree. I am so sick of looking for a replacement car that is not black, white, silver, gray, dull red, or some shade of dark blue. I really wish I didn’t need an SUV and could get a car like a Fiat. American car manufacturers forget that some of their customers want cars that are not run of the mill.
I have a 2013 Equinox in Steel Green Metallic. I love the color, especially when it is clean. I think it makes it look higher end, no on the low side.
I do have a question, though: I called the dealer to order touch-up paint and when he put the vin in, the color code came up as Evolution Blue Metallic. They don’t list one for Steel Green Metallic. Is the code wrong? Is there an actual SGM touch-up paint?
I think it’s one of Those special colors because I have the grey green metallic and they listed as special colors
Yeah but why can I not have white diamond when I choose the more expensive V6 model? Does it start to peel because of the better horsepower lmao? What nonsense