There are so many things to think about when matching a new or second-hand car to a customer. There’s the make and model for a start. Then, there is size: how many people will the car ferry about on a regular basis? How powerful does the engine need to be? Does it have to be emission-free? Four-wheel drive? What kind of car prices is the customer considering? A good car salesperson or used car dealer will be able to pinpoint the right vehicle for a customer after just a few minutes’ conversation.
Yet something that few people consider when they select their car is what colour it is going to be. Psychological studies have shown that more factors influence the choice of colour than a person’s favourite shade. For instance, around 30% of buyers choose a silver car as they want to be seen as wealthy and successful. Just over a quarter opt for blue – denoting a calmer persona, with a focus on relationships and family.
So, what do other the colours say about a buyer, and how can a car dealer make the most of this when it comes to selling a car? Savvy sales people will be well trained in sussing out a potential customer’s personality early on in the process. They will then use what they can glean to flatter the customer and direct them to the right car for them. For instance, an aspirational type will be drawn to the successful silver shade, or perhaps an assertive black to show how they are in control.
Those looking for a reliable family car might be persuaded to go for a reliable grey, or a calm and serene blue. Green cars suggest that their owners are conscientious types, who like to smooth over tense situations – i.e. the perfect people to diffuse road rage situations.
Then, there are those who are not ready to give up on their youthful dreams to settle into a safer, more predictable family lifestyle. Owners of red cars often betray a wilder side to them with their bold choice, while yellow cars are driven by those who are in regular touch with their inner child; are confident and enjoy having fun. Orange also suggests a sense of happiness, as well as a desire for attention, while gold goes hand in hand with the need to express one’s independence.
Is there anything in this study of the motivation behind choosing particular colours? Maybe not, but it adds an extra sense of fun to the whole car buying and selling process and could even be an extra selling tactic in the arsenal of car dealers, private vendors and car supermarkets.
One thing though – anyone who has painted huge neon flowers, slogans or patriotic flags all over the roof and doors and are now considering selling their car, should probably be persuaded that it is time for a re-spray. The colour, of course, is up to them…
Emma Ward
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