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The vast majority of drivers are in the wrong-colored car for their personality. That is the finding of a pan-European study by Nissan, which revealed a staggering 86 percent of those polled made an incorrect choice in the showroom.
The research found that even though there are now more vibrant exterior colors and personalization options than ever before, car buyers are still too conservative when it comes to picking paint.
The study was carried out by Nissan to celebrate the personalization options on the new Micra hatchback. It found approximately a third of those surveyed should have opted for more striking shades like orange instead of traditional grey and black, based on their personality type.
Nissan has developed a Chatbot in conjunction with color psychologist Karen Haller. Delivered via Facebook, it determines the user’s personality and presents the perfect Micra color match for them in just two minutes.
“The all-new Nissan Micra is a car that’s perfect for consumers seeking to express bold color choices. It’s available in 10 bold exterior colors, including the vibrant Energy Orange and Pulse Green. The personalization program allows for contrasting shades to be added to the bumpers, doors, wheels and door mirrors,” Nissan said in a press release.
Nissan said approximately 22 percent of Micra customers are personalizing their car. Affordability has been key to demand, with customers spending on average just €400 ($470) to get the personalized design they want.
Based on the 5,000 responses across Europe, high-energy colors such as orange should top the table. These signify energetic, fun and optimistic traits within someone’s personality. White is associated with simplicity, perfection and being in control, while blue is a calm color loved by people who value integrity.
Karen Haller said: “Social factors come into play with color choice. For example, in times of economic uncertainty, it’s common for people to play it safe and pick a car with a neutral palette — such as black, white or grey. So I’m not surprised that two-thirds of motorists are driving more conservative shades.”
She added: “Often color choices are based around aspirations, and black is often seen as aspirational, associated with high-end technologies and innovative brands. It may be that far from playing it safe, they are choosing what they perceive as the finer things in life.”