Buick Says the Way to a Customer’s Heart Is Through Their Stomach

Have you ever wondered why Buick is using all these food-related themes when it comes to their interior designs or the color of their cars? We’ll give you a hint, it’s not by mistake. As a matter of fact, the oldest active American marque of automobile says food is quite important to their designers who, quite often, follow their gut when they create tomorrow’s vehicles.
Buick color inspiration comes from food 1 photo
Photo: Buick
Common fact: did you know that in 1939 Buick pioneered the use of turn signals, an innovation that did not appear on other car brands until almost a decade later?

And change remains a pillar of the company’s foundation. At least that is what they want their customers to believe. Buick may not be GM’s top luxury branch, but it’s still considered as a premium automobile brand. As such, it too uses sophisticated marketing strategies to allure their customers.

This time around, we’re discussing food; all things eatable and how they translate in the choices car buyers make. Buick says their designers are using the universal appeal of good food to inspire color and trim choices. Take the Choccachino interior of the 2016 Enclave or the new Cascada convertible in Toasted Coconut Metallic, available in early 2016.

The green undertones of the Crystalline exterior color of the Buick Avenir concept that received award-winning reviews at the 2015 North American International Auto Show in Detroit is also a good example of the idea. Apparently, they were inspired by an artichoke. “Artichokes have a beautiful color,” said Krysti Murphy, creative designer, Buick Color and Trim. “When we look at that type of vegetable, we take the green tones and desaturate them, creating more of a silvery green by adding metallic flakes. This creates a richer, more wearable color.”

You may think this is some late April Fool’s trick, but Buick is actually serious about it. As a matter of fact, they quote a study conducted last month by automotive paint maker PPG Industries that revealed 60 percent of consumers consider color in their purchase decisions.

“We are developing our future vehicles with our customers’ passions and interests in mind,” said Cathy Black, lead designer, global Buick Color and Trim. “We know our customers are passionate about food and hosting dinner parties for close friends and family. They value the quality time and sharing a good meal. Having this customer insight prompted us to start exploring the culinary world as a source of color and texture inspiration several years ago.”
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