How Do We Develop Vehicle Colors? Check It Out

The response to our post about 2010 model year high-impact colors was overwhelming, so we thought we’d share a behind-the-scenes look at the Chrysler Group LLC color and trim studio.

Here, Jim Parker — Senior Manager, Color and Trim Studio — talks about how colors are developed and chosen at Chrysler.

As Parker says, we love to get feedback on colors, so keep the comments coming.

Read about 2010 model year high-impact colors >>

See more posts by Jim Parker >>


  • jre
    Posted September 25, 2009 at 2:47 pm | Permalink

    2010 Challenger fact: Color choices have been either reduced or stayed exactly the same for everyone but the Classic Package buyers.


    I am waiting to see what happens with the 2011 Challenger and the new phoenix v6 engine. When that time comes I’m hoping I have some better color choices than the rehashed Charger colors that are on the V6 challenger.

    He was spot on in the video about the fact that color is one of the top 3 things that impacts a buyer’s decision. So why has dodge dropped the ball for everyone except the people with $35,000 in their pocket?

  • snowman
    Posted September 25, 2009 at 4:14 pm | Permalink

    I’d think that after filing for bankruptcy for the second time in 28-29 yrs that Dodge would offer any color with any model and/or package. For a company that owes billions to Uncle Sam, they should be making and selling their products as fast a possible any way shape or form the customer wants it. Jeez, it just colors…. Not reinventing the wheel !

    Posted September 25, 2009 at 9:01 pm | Permalink

    So… the Sebring is a “very high-end” vehicle? Not really, but those colours are nice nevertheless.

    But on the subject of colours: Why are SRT models only available in a few basic tones? What makes those cars special is the SRT trim line and awesome upgrades, but when they only come in 4 shades, they really just blend into their surroundings. Dissappionting. SRT should be available in any colour, simple as that! How good looking would a Cool Vanilla 300C SRT8 look? Very good! I could go on all day…

  • jre
    Posted September 25, 2009 at 9:11 pm | Permalink

    Haha I wanted to mention that sebring quote. . . the sebring is the least competitive vehicle in its class.

    I agree about the srt though. I sure as hell can’t afford one but the srt buyers are getting jipped on the color choices the worst considering they’re spending the most. Honestly just offer all the colors across all models. Guess what muscle cars are currently outselling the Challenger: Mustang and Camaro. And guess what, they both offer all colors across all models.

  • GoDodgeGo
    Posted September 26, 2009 at 4:03 pm | Permalink

    What is this all about? We tell you the colors we want our cars and you refuse to make them. Why is this guy even on the payroll if you won’t listen to him or us? Sublime and Plum Crazy, NOW!

  • colors
    Posted September 29, 2009 at 8:28 pm | Permalink

    We already have colors that we want available, can you just paint the cars these colors? High impact colors from the 70s, sublime, corporation blue, plum crazy, lemon twist yellow…come on and do it already!

  • hemi
    Posted October 2, 2009 at 1:40 am | Permalink

    What makes the Sebring sophisticated? Anyone?
    “For Dodge, it’s all about attitude.”
    Does the Dodge Avenger have attitude? Are people flocking to buy it?

    Mopar for life, but I’m glad I’m in college in order to design cars, because I’m on a mission to change what you’re doing, Dodge.

  • Techno Child
    Posted October 2, 2009 at 9:17 pm | Permalink

    i’m all for sublime. of the other brand colors, the only one that was decent was that surf blue for the wrangler. hyundai already offers that nasty optic green on the genesis. truthfully… doing panther pink in the classic package with black interior.. i think it’d do well.

    as for avenger being a competitive car, i’ve only seen one “new” avenger that didnt look ugly and that was the storm trooper edition from SEMA.

    dropping the “hornet” was a horrible idea. strange how many neons i still see on the road compared to calibers. cheap tuners (that come standard with more horsepower than a lawnmower) are the best bet in a horrible economy. add flashy colors = sales.

    even the dream cruiser PTs are a nice touch of color.

  • indyrider
    Posted October 3, 2009 at 9:57 am | Permalink

    Color is a major factor when buying a car for 40K, so it seems to be in Dodge’s best interests to offer what people want.

    Do a limited advance ordering window ( 3 months) for retro colors, specifically sublime green, and even panther pink. Create some buzz and the orders will come in.

    Leaving us hanging, means apathy sets in, and customers decide to spend their money on something other than a dodge challenger

    Posted October 4, 2009 at 11:45 am | Permalink

    Yes please continue Hemi Orange I was one of the few who had my 2009 HO Classic cancelled and living in Canada there is no HO “Classics” to be found. There is no other color I want my Challenger in and being that I ordered day one of ordering there was not much more I could of done. How about this idea a 2011 Hemi Orange Challenger T/A done like the “Classic” but add some T/A cue’s and call it the “T/A Classic Package” hey one can dream lol.

  • MoparzRule
    Posted October 6, 2009 at 9:29 am | Permalink

    What is with the color thing? You charge $10,000 more for a car then the nearest competitor and then you limit the colors. Just ship the cars primer to the dealer and then let the customer pick any color out of the Dupont or PPG paint book and be done with it. I think the customer would rather wait a few days at the dealer to have it painted versus waiting months or even a year for an order shipped from the factory.

  • indyrider
    Posted October 10, 2009 at 11:12 am | Permalink

    Partner up with an aftermarket company to offer custom colors!

    Forget your market research, the internet mopar community has spoken! Give us our colors now!

    BTW, I like the primer car post, let’s keep throwing ideas at the Dodge boys!

  • coolmancool
    Posted October 10, 2009 at 2:19 pm | Permalink

    That would be awesome, actually buy a car the color you really want. Bring on the primer cars!

  • coolmancool
    Posted October 12, 2009 at 7:03 pm | Permalink

    Can you say, “sublime?”

  • coolmancool
    Posted October 13, 2009 at 12:45 am | Permalink

    S U B L I M E green, before I buy a Camaro and save $10,000.

  • RenoJ
    Posted October 14, 2009 at 12:27 am | Permalink

    Don’t you see how brilliant they are to keep certain colors exclusive? If it was possible to purchase an SE Challenger that looked identical to the SRT8 Challenger the motivation to purchase the more expensive vehicle would be greatly diminished. When I was looking for my Challenger I was heavily considering the SE model until I learned that it only came in an automatic format, and simply lacked in style/performance. Naturally I bumped up to the Hemi Orange R/T version and I cant tell you how pleased I am with the car.

    The fact that the V8 comes in orange and the V6 doesn’t makes the R/T and SRT models more desirable and prestigious. Thus, in my opinion, creating more desire.

    Unlike the Mustang, you dont see a Challenger at every intersection. Something i’m sure any other owner appreciates. If they start to offer all the hot colors to the base model car, you will begin to see them everywhere and begin to lose interest in them.

  • jre
    Posted October 14, 2009 at 4:07 pm | Permalink

    “Unlike the Mustang, you dont see a Challenger at every intersection. Something i’m sure any other owner appreciates. If they start to offer all the hot colors to the base model car, you will begin to see them everywhere and begin to lose interest in them.”

    Which is good for the R/T and SRT buyers, and bad for everyone else. Including Dodge.

  • MoparzRule
    Posted October 15, 2009 at 12:42 pm | Permalink

    I want to see Challengers on every corner so Dodge makes it through the next year.

  • coolmancool
    Posted October 17, 2009 at 4:52 pm | Permalink

    Sublime…you already used the color on the 2007 Charger so lets get it on the Challenger already!

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