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WHITE IS COLOR OF CHOICE IN 1991

 WHITE IS COLOR OF CHOICE IN 1991
 TROY, Mich., Dec. 11 /PRNewswire/ -- For the first time in nine


years, white has been selected as the undisputed color of preference for all classes of vehicles in North America, according to Du Pont's annual survey of vehicle color popularity.
 An average of 22 percent of consumers chose white for luxury cars, full/intermediate cars, sport/compact cars, and light trucks/vans. In 1991, white gained momentum from the previous year, when it captured three of the four categories.
 "Red held second place at 19 percent of all sport/compact car sales and continues to be a strong favorite in this category," said Robert S. Daily, finishes color marketing manager for Du Pont Automotive Products. "However, this is the first time (since 1985) in recent years that it was not the No. 1 color in this category."
 Other colors that continue to retain a high level of motorist popularity include blue, black and silver. But Daily said much of the change in color preference is being recorded in the new entrants at the bottom of the top-10 popularity chart.
 "Trends toward smaller unit volume translate into new, individualized color styling statements. Daily said, "The newer colors help differentiate vehicle lines in keeping with the anticipated preferences of the intended purchasers."
 To anticipate color preference and develop its offering, Du Pont tracks and analyzes color trends in the automotive, high-fashion, graphic arts, and home and commercial finishing fields. As the leading supplier of topcoat finishes in North America, Du Pont is preparing to show automakers 145 new colors for the 1995 model year.
 Based on his research, Daily predicts the following trends:
 -- A rich deep green is gaining in popularity for full/intermediate cars and light trucks/vans.
 -- Turquoise/aqua will maintain its trendy position through the mid 1990s.
 -- Solid and metallic reds will continue to be favored, with blue/reds being most popular.
 -- Yellow is emerging as a color taking hold in home furnishings and fashion. Look for this trend to impact the automotive industry in the next three to five years, with brighter chromatic shades for sport/compact vehicles and pale shades for luxury vehicles.
 -- Purple is gaining prominence for designer fashions. It should be impacting automotive consumer preference within the next several years.
 -- However, white will continue as a leading color throughout all categories in the North American market, as consumers continue to select bright, clean-looking cars that traditionally hold their resale value.
 Daily said pigment, resin, ultra-violet light stabilizers and more durable clearcoat technology has developed to a point where consumers have confidence in selecting brighter, crisper and clean-looking colors. "This technology is meeting the demands of more discerning customers for vehicles that retain their original appearance with minimal maintenance for a much longer period of time," he said.
 Based in Troy, Du Pont Automotive Products offers a full line of finishes technologies as part of the 100 product lines it supplies to the worldwide auto industry. These include finishes, plastics, elastomers, fibers, advanced composites, electronics, fabricated products, refrigerants, specialty chemicals and lubricants.
 Du Pont's automotive worldwide sales were $3 billion in 1991.
 1991 COLOR POPULARITY
 Luxury (6 pct. of Market) Full/Intermediate (37 pct. of Market)
 (percent) (percent)
 White 23.89 White 23.10
 Lt. Brown 12.41 Med. Red 12.88
 Silver 9.49 Silver 10.97
 Med. Gray 9.19 Med. Gray 10.82
 Med. Red 8.88 Lt. Blue 9.34
 Dk. Blue 7.71 Dk. Blue 8.14
 Black 6.54 Black 4.60
 Lt. Blue 5.86 Dk. Red 4.46
 Dk. Red 5.76 Bright Red 3.83
 Med. Blue 3.82 Lt. Brown 2.56
 White Met. 1.49 Med. Blue 2.42
 Med./Dk. Brown 1.26 Green 2.02
 Beige 0.10 Med. Dk. Brown 1.91
 Other 3.60 Bright Blue 0.99
 Beige 0.84
 Other 1.12
 Compact/Sport (17 pct. of Market) Truck/Van (40 pct. of Market)
 (percent) (percent)
 White 21.00 White 23.96
 Red 19.32 Med. Dk. Red 14.38
 Med. Red 7.71 Med./Dk. Blue 11.28
 Bright Blue 7.54 Black 10.81
 Silver 6.83 Red 10.60
 Lt. Blue 6.46 Med./Dk. Gray 7.00
 Med. Dk. Gray 6.20 Lt. Blue 4.80
 Black 6.10 Green 4.04
 Dk. Blue 4.93 Silver 3.86
 Turq. Aqua 3.88 Lt. Brown 3.27
 Dk. Red 3.06 Bright Blue 2.72
 Med. Blue 3.00 Med. Dk. Brown 1.64
 Lt. Brown 1.67 Beige 0.90
 Yellow 0.79 Other 0.74
 Green 0.59
 Other 0.92
 -0- 12/11/91
 /CONTACT: Megan A. O'Brien, 313-583-8199, or Terrence Q. Cressy, 313-583-8102, both of Du Pont Automotive Products/ CO: Du Pont Automotive Products ST: Michigan IN: AUT SU:


ML -- DE002 -- 1357 12/11/91 10:06 EST
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Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Date:Dec 11, 1991
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