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Chrysler Announces a Return to Classic Colors

17 September 1997

Chrysler Announces a Return to Classic Colors

    AUBURN HILLS, Mich., Sept. 16 -- Never throw it away because
it always comes back.  After a few seasons of bright and trendy colors,
Chrysler announces a return to classic colors.
    Reminiscent of days gone by, the new paint palette for the 1998 models
reflects a modern take on traditional favorites, like silver and gold.
    "Unlike the colors of the recent past which tended to vary in different
lights, all the new colors are clean and consistent looking," said Margaret
Hackstedde, Chrysler's Chief Designer -- Color Fabric and Mastering.  "They
maintain their hue from most angles."
    Due to increased interest in traditional, shiny silver, Bright Platinum
will be available on all 1998 passenger cars, including the new Dodge Intrepid
and Chrysler Concorde, as well as the Jeep(R) Grand Cherokee.  A second silver
called Deep Slate (dark pearl grey hue) will be available on passenger cars,
minivans and Jeep Grand Cherokee models.
    In addition to silver, another classic favorite is Light Champagne, an
evolution of a soft gold with beige undertones.  It is available on all
passenger cars and minivans.
    There are also two new reds ready to "hit the road."  A Deep Cranberry,
dark red with purple undertones is offered for the "tamer" passenger cars and
minivans, while Chili Pepper Red, a bright red with hints of orange and yellow
will be available on the Dodge Durango, Jeep Cherokee and Jeep Wrangler.
    "The Deep Cranberry color is more of a subtle, elegant color, while the
Chilli Pepper Red is more rugged and sporty," said Hackstedde.
    Other new colors, include Intense Blue, a vivid metallic blue and Alpine
Green, a fresh green color, with silver undertones.  Intense Blue is offered
on the Dodge and Plymouth Neon, Chrysler Sebring, Dodge Durango, Dakota and
Ram pickups.  Alpine Green is available on Dodge and Plymouth Neon, Chrysler
Sebring and Plymouth Breeze.
    To formulate colors for future automobiles, Chrysler employs a creative
staff dedicated solely to developing color ideas.  Because the time frame for
bringing a new automobile to market is two to three years, the challenge for
an automotive designer is to predict which colors will be popular in the
distant future.  Chrysler typically offers 10 different colors for each of its
models.
    "In addition to our color creative staff, we also work closely with
industry color forecasters including the Color Marketing Group and the
International Color Authority.  Together we have our fingers on the pulse of
which colors will be popular in the future," concluded Hackstedde.

SOURCE  Chrysler Corporation