Psychology and Power of Car Colors
One of the most memorable moments of my Lamborghini Factory and Museum tour was when the tour guide explained how certain buyer demographics by profession and origin of country would order a certain color Lamborghini. For example, hip-hop rappers usually order a matte black color and Japanese buyers usually order purple color!
I never did get to ask “why” as I was still grappling with this demographic and cultural information that Lamborghini had. I’m a data geek at heart.
In this blog post, I went through and found some answers to my question of “why” and how the color psychology is important in how it reflects and representation and the power or self-confidence of the individual buyer.
Lamborghini performed a focus group just on this topic and polled their Urus buyers in a focus group. The color grey seems to represent sophistication, elegance, and solidity. People who choose that color are self-assured and dependable with strong leadership skills. Orange represents a buyer who's friendly and good-natured. It also shows strength and power in an unabashed way. Green or Ithaca Verde, my personal favorite color, being the color of nature, expresses balance, creativity, as well as, surprisingly, power and anger. As such, they chose the color based on their reflections of what that color meant to them.
How does Ferrari answer this same question of why people choose certain colors? Their answer is similar to Lamborghini owners, however it’s pivoted in that the color chooses the buyer.
For example, Ferrari red has been so popular; not because it was a better color choice than other racers, but rather because years of sporting success gave the color a certain meaning and a set of values related to winning and being successful. It's the same with lots of successful brands. Among the black colors, there's one Chanel black, among turquoise colors, there's one Tiffany turquoise.
Choosing the right color can be a hard task. The right color is the one that symbolizes success to the individual. If you’re lucky, you can buy a few Ferraris and Lamborghinis in different colors and drive a color based on your definition of successful on any given day, At the end, I’m sure the truth lies somewhere in between these 2 perspectives of once again Ferrari vs Lamborghini.
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