Photo credit: Renault
“Hello darkness, my old friend”, the melancholy way with which Paul Simon and Art Garfunkel greet their old friend, the darkness, in their world hit “The Sound of Silence”, is perfect for describing the image on our streets. For ten years in a row, the rather boring (non-) colors white, black and gray have topped the ranking of new car paintwork - and by a long way. They currently decorate around 70 percent of new cars sold worldwide, according to a survey by Axalta, one of the leading vehicle paint manufacturers. The absolute front runner is and remains white with a share of 38 percent, followed by black (19 percent) and gray (15 percent).
Renault stands out positively from this sadness, as François Farion, Director of Color and Trim Design at Renault, explains: “With a much more extensive range of colors than the average of our competitors, we stand out positively. Customers appreciate that because we sell significantly more brightly colored exterior paints than the rest of the industry. "
RENAULT AND THE COLORS: A LONG-LASTING LOVE STORY
When the European automotive industry resumed production after the end of World War II, the color of the vehicles played a minor or no role at all. However, Renault quickly established itself as a trendsetter in this area by expanding the range of colors on offer. The initial spark for this was a visit by the then CEO of General Motors in the 1950s to Renault's headquarters in Boulogne-Billancourt. During a tour of the production facilities, the visit from America told Renault boss Pierre Lefauchaux a lack of understanding about the lack of happiness in the vehicles. After all, at that time American cars were already shining in sometimes shrill tones such as apple green or bright pink. Wilson's words had an effect, the seeds were planted?
Coincidentally, around the same time, the talented and well-known textile designer Paule Marrot wrote a letter to Lefauchaux in which she suggested adding color to the Renault model range because customers would thirst for it. From 1953 the designer worked as a color consultant for the brand with the rhombus. "We owe it to her for the introduction of a paint palette with clearly different colors," says Farion. "A selection of 30 pastel shades like for the Dauphine - there was simply no such thing before!"
RENAULT BRINGS COLOR TO EVERYDAY AUTOMOBILES
Since then, Renault has tried to maintain this unique selling point and regularly offers a more extensive range of colors than the average of its competitors. The first generation of the Twingo, for example, was never offered in white, but caused a sensation when it was launched in March 1993 with its bright colors. And last but not least, its customization options also make a significant contribution to the success of the Renault Captur. After all, 80 percent of customers opted for a two-tone paintwork to create a visual highlight. “We must not forget that for many people, the color is the second most important detail on a car,” says Farion. "Pay attention to this: when someone has bought a new car, they are first asked:" What model? " And immediately afterwards:? What color? '”
THE FUTURE OF COLORS
Renault remains true to its tradition - in the future it will deal even more with the subject of exterior colors.
“WE HAVE ALWAYS LOOKED FOR COLORS THAT ENHANCED LIFE. AND WE ARE FIRMLY DETERMINED TO MAKE THE STREETS A LITTLE COLORTER. "
To do this, be François Farion. and his team will soon be able to benefit from additional opportunities. "In the future, we will be working on and with other elements in addition to the actual color," Farion is certain. “We will be able to achieve more subtle and at the same time more effective effects. We will play with associations, textures and interference tones. " This is made possible by advances in technology, which, like fashion and trends, are constantly changing. It remains exciting - and above all colorful.
Of course that had not happened yet!
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Color trends 2021 - Renault brings color to the streets!
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