Chevrolet Debuts Captiva Abalone White at International Women’s Day Event
Chevrolet Thailand celebrated International Women’s Day on March 8th by revealing the new Captiva Abalone White, outfitting the vehicle in a popular color that the brand believes “will appeal to the increasing number of female SUV-C buyers, who now make up over 50% of the market.”
“We strongly believe the combination of styling, technology, and safety features in the popular Abalone White will make the SUV especially appealing to women,” said Una Tan, Director of Marketing and Customer Experience for Chevrolet Sales Thailand.
The 2015 Global Color Popularity study found that 35% of all new cars purchased are white, and that 44% of all new cars sold in the Asia Pacific region are white. One could immediately be skeptical about the idea that a vehicle becomes more appealing to women because of the addition of an exterior color, but at least in this instance the color in question is not pink.
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General Motors and Chevy say that they are committed to the idea of bolstering the presence of women in the automotive industry in Thailand. An estimated 37% of all leadership positions across GM Thailand, GM Global Propulsion Systems in Thailand, and Chevy Sales Thailand are heled by women. One of these leaders is Yanisa Suwankham, senior engineering manager at the Rayong manufacturing facility’s Paint Shop, who was on-hand at a special event Wednesday to discuss the development of the new Abalone White hue.
“In order to create the shining and sparkling pearl white color, GM had to separate the painting robot into two processes. The first one is to spray solid white followed by pearl painting on top. We put our special attention to control the processes and quality for perfect color tone and shade,” said Suwankham. “The new Abalone White color process also requires fewer steps and reduces production time and waste. As a result, this trendy color is environmentally friendly, as it saves energy.”
The media event where the Captiva Abalone White made its debut included an Art & Inspiration of White photography workshop led by Pongsak Tagtiwaja and Fonthip Watcharatrakul that focused on the use of two different lighting techniques.
The Chevy Captiva Abalone White will make its public debut later this month at the 28th Bangkok International Motor Show.
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