20 MONTEREY COUNTY WEEKLY AUGUST 17-23, 2023 www.montereycountyweekly.com ers of historic vehicles want to apply today’s views,” Tutt points out. “That’s why there are so many silver [vintage] cars. It’s a pity.” It can also prove costly—both in the collector market and when it comes to trading in a daily driver. According to research by iSeeCars, while white or black rank as the most popular colors in each of the states, it is the despised yellow that brings the biggest return come trade-in time. Based on a three-year ownership span, yellow cars depreciate at 13.5 percent of MSRP. Orange also holds its value relatively well, losing 18.4 percent of original price. Both fare far better than the average depreciation rate of 22.5 percent. Both silver and black lose more than average, ranking near the bottom of the list. “It’s a fun topic, but it’s also a serious topic because it really does radically change the value of a car,” explains Kraman of Mecum Auctions. “The number-one thing people first notice is color—and it’s the thing that resonates most.” Gross agrees. He points out that in the early years of concours—both in Europe and the U.S.—the gatherings were akin to fashion shows. Indeed, designers such as Coco Channel would be invited to create outfits as vivid as the vehicles. “When you look at what drives the price up, one of the factors is the rarity of the color—and that’s probably because nobody bought it,” he says with a laugh. “That isn’t to say black can’t be stunning.” Even with the gleaming colors of the 1920s, black was the biggest seller—perhaps residue from the Model T phenomenon. Maroons became popular as the 1940s approached. Manufacturers elevated the somber tone with names like Royal Maroon (Buick), Regal Maroon (Chrysler) and Port Wine Maroon (Chevrolet). Hupmobile’s Clay Rust may be one of the more unfortunate name choices of the 1930s. Still, Kraman observes, “The evolution of color is fascinating.” Car culture took off in the aftermath of World War II, with Americans moving to the suburbs, and teenagers and young adults beginning to wield economic power. Color followed. “When you look at pastels, it’s optimistic and youthful—the American dream coming true,” Tutt says. That spirit continued through the 1960s, at least in terms of car culture. In December of 1968, the Detroit Free Press published an article on the influence of color on car sales, citing the “flowered tops” and “bold stripes.” The author quoted the chief stylist of Dodge at the time, Bill Brownlie, as saying, “Tastes are getting wilder.” During this time, the enthusiasm for expression was not limited to exterior coatings, either. AMC turned to design houses like Gucci and Cardin, as well as the denim stylings of Levi’s, to guide interior trim on some models. “We have to talk about interiors,” Kraman says. Suspecting that most modern schemes involve black, gray or tan, he points out that in previous decades, “There were two or three colors, there was houndstooth, tone on tone, plaid—all that is gone.” Between 1971 and 1979, almost 22 percent of cars were a shade of blue, the most popular color of the decade according to Daily Infographic. Gray was the outcast of the disco era, accounting for just 4 percent of cars on the road. In the ’80s almost half of all Americans drove blue or red vehicles. But the colors were beginning to fade. Through the ’80s, green cars made up 11 percent of all sales. In the ’90s, however, that figure had plunged to 4 percent. So how did we end up in a monochrome rut? Black, white and gray are perceived as timeless and sophisticated. Their popularity ensures that vehicles in those colors don’t languish on the dealership lot. Cost is another factor, as many manufacturers tack on an added charge for premium tones. For Kraman, shopping habits also play a role. Even after supply chain issues of the past few years forced more buyers to special order new vehicles, Cox Automotive, the parent company of the auto pricing guide Kelly Blue Book, estimates that two-thirds of Americans prefer to scan what’s readily available on the dealership lot. And yet, there are colors—wild colors—available. Even today, one sees pops of brightness from the sea of gray. “The one common denominator is that color is very important,” Gross says. “It always has been and probably always will be.” “I CAN TELL YOU A BEIGE CAR IS NOT GOING TO HAVE THE SAME APPEAL.” CAR WEEK | 2023 Smarter, faster urgent care. 8 a.m.–8 p.m. every day including holidays Walk in or make a reservation online MoGoUrgentCare.org LOCATIONS y CARMEL 26135 Carmel Rancho Blvd., Suite B-1 y MARINA 2930 2nd Avenue, Suite 120 y MONTEREY 2020 Del Monte Avenue, Suite B
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