Rivian launched an “Earth Tone” palette in 2022, inspired by “greens from the Pacific Northwest forests” and “reds and oranges from the Colorado hills and valleys.” According to the LA Times, earthy, muted shades are becoming increasingly popular among car buyers. Brands from Jaguar and Rivian to Jeep have recently launched new subdued, matte palettes. The colors are a marked departure from the metallic, glossy paint used on many conventional cars. Gone are the days of shiny, metallic cars that sparkled in the sunlight — nowadays, car buyers are looking for a new ride in earth tones. Muted cars are suddenly popping up everywhere, freeways and parking lots in extraordinary shades of gray, black, brown, tan and green. According to the Los Angeles Times , the trend first hit the streets in 2013 when Audi introduced its popular nardo gray color, but has accelerated in recent years as demand for the colors has increased. Now, carmakers from Jaguar to Jeep have expanded their color schemes to include these matte shades, appealing to car buyers with nature-themed hues like “Red Canyon” and “Glacier White”—within Rivian’s “Earth Tone” palette. was launched in February 2022. “Also known as ‘flat,’ matte finishes don’t shine like traditional car finishes,” Kelly Blue Book wrote in a 2022 blog describing the trend. “The word ‘stealth’ comes to mind when we see a car in matte gray or matte black. ‘Hot’ comes to mind when the matte finish is in another color.” But be warned – buzzy shades don’t come cheap. According to the Los Angeles Times, tints are usually only available on select cars, often luxury models and sports cars, and can mean an upcharge of anywhere from $400 to $10,000. Designer Nina Suss in front of the Jaguar F-Type in a special color theme during the 2021 Jaguar Land Rover presentation, Special Vehicle Operations, in Munich, Germany. “People are willing to go up a trim level and pay a surcharge for these colors because some cars look better. [them],” Evan Drury, information director at automotive information service Edmonds, told the LA Times. “It’s, ‘Hey, if you like this, you might as well get it now, because you’re never going to see it in this model again. ‘ ” This kaleidoscope of muted car colors was anticipated by Paul Zornij, head of automotive color design at US paint supplier BASF, who told Axios in 2021 that consumers can expect more complex hues and textures. “Remember, your car is an outward expression. . Who you are,” Zornij told Axios. “The color, how bold or muted it is, depends on what you’re trying to project about your personality.” Beyond personal expression, others say the trend is fueled by a growing interest in Inspired by eco-friendly living and sustainability.” “We’re seeing a social/political movement that’s responding to this environmental concern and drawing more attention to using less artificiality and what’s considered real and natural,” Latrice Eisman, executive director of the Pantone Color Institute, told the LA Times. Regardless, customers seem to be responding. Hyundai Motor North America spokesman Derek Joyce told the Los Angeles Times that muted shades are selling its Hyundai Santa Cruz model in more traditional hues. The styles are also gaining steam on TikTok, where users sharing videos of their matte cars or transforming older models using a new trendy paint. “You can never go wrong with matte black,” wrote one user.
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