New Car Shoppers Tend to Search for Ford F-150 in Black
Ford offers its pickup trucks in all kinds of colors, but according to Autotrader, a significant number of online shoppers are really, really just interested in black.
Autotrader reported that search activity through the first six months of 2015 reveals one in four new vehicles are sought out in black. This trend extends to the 2015 Ford F-150, which is almost universally sought out in some shade of either black or white.
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“Color is a very important part of the vehicle purchase,” said Barb Whalen, Ford color and materials design manager. “After, ‘What vehicle did you get?’ it’s usually the second question asked—‘What color is it?’ People relate their style to their color selection because it says something about their personality.”
According to the data, of the top three colors for each of Ford F-150’s five trims, nine of the top spots are occupied by Magnetic or Tuxedo Black. Tuxedo Black was the most-searched color for both the XLT and Lariat, while Oxford White was the most searched color for the F-150 XL and White Platinum Metallic Tri-Coat was the most searched color for King Ranch and Platinum.
“Black is a color of mystery, strength and boldness, and it’s very common on high-end vehicles because there’s that projection of power and strength,” said Paul Czornij, North American coatings designer with BASF, a paint supplier for F-150.
Black is also regionally popular, topping F-150 searched in major markets such as Dallas, Houston, Atlanta, Chicago, and Detroit. Ford has conducted similar studies with regards to the Mustang, finding that red is by and large the most popular choice for its prized ponycar.
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- Graham EubankContributor
Graham Eubank is the President of Palmetto Ford. He started with the company in 1990 after graduating from Clemson University. Palmetto Ford is a Ford dealer serving Charleston and carries an extensive line of new cars, including the Ford Explorer, F150, Mustang, Focus and much more.