There’s something about the smallest of cars that lend themselves to wild paint jobs, but purple? And pink? When it comes to its two smallest models, Sonic and Spark, Chevrolet is plumbing the depths of customer appeal for colors like, well, plum.
The Chevrolet Sonic is temporarily going to come in a new color, Deep Magenta Metallic, which is described as a “chromatic plum” color. It’s the kind of hue that car executives are hesitant to call for what it is: purple.
With the possible exception of old Plymouth Barracudas — for which purple became somewhat of a signature color — purple has been the kind of color that gets a car relegated to the back of sales lots. Never mind that Bentley showed off its latest Flying Spur model in purple at the New York Auto Show last spring.
Chevrolet is intent on being bold. About one-third of our Sonic buyers say a cool paint job is an “extremely important” factor in their decision.
Chevy is being just as creative when it comes to its smaller car, Spark. Out went Inferno Orange and in came Techno Pink. At least it’s called pink.
Chevrolet says it looks everywhere in developing a new color — fashion runways, consumer products and high-end furniture galleries, but even when they appear popular, it’s easy to balk at some colors.
Katherine Sirvio, GM senior design manager in charge of Chevy colors and trim globally, didn’t want to include pink as a color when it launched Spark in South Korea three years ago. “We shied away from pink, because it’s kind of a cliché” as a lure for female buyers, she says.
After surveying personal electronics and home appliances, she changed her mind. Sure enough, nearly one out of four Sparks sold in South Korea is now pink.