US:Ford adds flavor to its color menu - Ford Forums

Stacy94PGT · 10-23-2006, 06:20

Ford adds flavor to its color menu

SAN FRANCISCO -- You better not be hungry when you're shopping for a Ford Edge.
Paint colors like Crème Brulee and Light Sage -- named for food and spices -- might encourage your hunger.
At least they'll make the job of selecting a paint color for a new Edge a little more delectable.

The 2007 model year marks a new push at Ford Motor Co. to tie vehicles in with societal trends such as America's zest for foods.

"There has been a lot of movement in the foodie culture," said Susan Lampinen, Ford group chief designer for color and materials. "There's the raw food movement, organic foods the slow food movement. What person today can't relate to food?"

The new Edge, Ford's new crossover isn't sold in a plain ol' gray-green color. It's offered in Light Sage.

Pass on beige, camel or light brown paint color. The Edge is sold in Creme Crulee.

Looking for a rich, full-size SUV in white? How about a 2007 Lincoln Navigator painted in White Chocolate.

And if ever there was a memorable, four-door truck, it's a 2007 Ford Explorer SportTrac in Orange Frost -- a paint as cheery as the children's beverage made with orange sherbet.

Ford officials are doing more than putting trendy names on paint colors. "We're not only naming but developing colors that are rich and appetizing," Lampinen said.

More than five years ago, some 77 million Americans were classified as "foodies" or people who "have a high degree of interest in foods and enjoy fine dining," according to a survey publicized by the San Francisco Convention and Visitors Bureau.

The trend has been fueled by celebrity chefs and TV cooking shows. Today, there are food Web sites, cruises and competitions.

Ford doesn't expect a car shopper -- connoisseur or otherwise -- to buy because they are in the mood for creme brulee. Safety, reliability, styling, performance and, lately, fuel economy, remain the top considerations for buyers.

Still, there's no denying that Ford is making the selection process for shoppers a lot more fun.

"Color is something that's so personal," Lampinen said. "We thought, why don't we entice customers this way and so we consciously select colors based on these types of food appearances."

This year, Ford officials have "seven or eight" colors that can be identified with food or spices.

More are on the way, Lampinen said.

Ann Job / Special to The Detroit News