I told Jacob we used to call it “gummy paint.” It was when someone primed their car (In those days, most primers were gray or red) and never finished it.  

Welcome Nardo Gray. Thank you, Audi. 

Nardo Gray is a specific color that has gained popularity in the automotive world. It’s a neutral, matte gray finish that originated from the Nardo Ring, a high-speed test track in Germany.  

Here are some characteristics of Nardo Gray:  

• Matte Finish: Nardo Gray is known for its non-reflective, matte surface. This gives it a distinctive and understated appearance. 
• Neutrality: It’s a neutral color, which means it complements a wide range of vehicle designs and styles. It can look good on sports cars, luxury vehicles, and even SUVs. 
• Modern and Sleek: The matte finish of Nardo Gray often gives vehicles a modern and sleek appearance. It can enhance the lines and contours of a car. 
• Popularity: Nardo Gray has gained popularity in the automotive enthusiast community, partly due to its association with high-performance vehicles and motorsports. 
• Customization: Some car manufacturers and aftermarket shops offer Nardo Gray as a factory option or as part of custom paint programs. 

• Maintenance: Matte finishes like Nardo Gray can be more challenging to maintain than glossy finishes. They are more susceptible to showing fingerprints, dirt, and marks. Special care is needed during cleaning. 
• Resale Value: While matte finishes like Nardo Gray can be unique and appealing to certain buyers, they might not have the same broad appeal as more traditional colors. This could potentially affect the resale value of the vehicle. 

Adirondack Nationals Coupe with Lee admiring

Since then, we have seen numerous colors along this line appear. 

Well, there you go.  

Many years ago, I wrote an article about a green that Kia had come up with. It was called Marketing To The Majority. Here are some excerpts from that article. 

MARKETING LIFE TO THE MAJORITY 

Recently, in the community I live in I see a lot of weird green cars by a Korean manufacturer Kia. Part of me jokes and says, “can you imagine being a marketing guy for a car company and saying let’s pick a really ugly color and see how long before it hits.” 

I love marketing, so I would see it as a challenge. 

(Sometimes you just make something up. Like the words, gummy paint.) 

I think the green is not so hot a color for the Kia Soul. Or any car. I am not dissing the car, but the color. But here is what happens, the executives say green is this year’s color. So, then they have to sell it to the people who sell it. Here is what I saw. Two or three appeared on the local lot. No one really “orders” cars anymore (Remember those days? Didn’t think so!) so people come in and take what is there. A few more come in. People in the area start to see these green cars. “Wow! Look at all those green Kias” begins to buzz in the atmosphere. Others see them. And notice more. I envision about now people are coming in to buy green Kias because they saw one or knew “someone who knew someone who knew someone.” No one will probably even remember someone had some left over green paint they needed to get on a few cars. Or the sleepless nights of some executive who had to figure out how to sell green cars. 

Determining a new car color involves a combination of market research, trend analysis, customer preferences, and the manufacturer’s design and branding strategies. Here are the steps involved in determining a new car color: 

• Market Research: Car manufacturers conduct extensive market research to understand current consumer preferences and trends. This includes studying popular colors in various regions and demographics. (Who do they ask???) 
• Trend Analysis: Manufacturers often look at broader trends in fashion, architecture, consumer products, and other industries to get a sense of color trends that might influence car buyers. 

• Color Forecasting: Many industries, including automotive, work with specialized agencies and experts in color forecasting. These experts analyze various cultural, social, and technological factors to predict future color trends. 
• Historical Data: Manufacturers also consider their own historical data on color popularity. They might have records of which colors sold well in the past and which did not. 
• Brand Identity: The chosen color should align with the manufacturer’s brand identity. For example, a luxury car maker might choose sophisticated, elegant colors, while a sporty brand might opt for vibrant, bold hues. 
• Manufacturability: The chosen color must be able to be produced efficiently and consistently on a large scale. This includes considerations like paint availability, application process, and quality control. 
• Testing and Prototyping: Once a color is selected, the manufacturer will create prototypes and conduct extensive testing to ensure the color meets their quality and durability standards. 

• Feedback and Adjustment: Manufacturers often seek feedback from focus groups, dealerships, and other stakeholders before finalizing a new color. This feedback might lead to adjustments in shade or tone. 
• Marketing and Promotion: Once a new color is chosen, it’s integrated into the marketing and promotion of the vehicle. This includes showcasing the color in advertisements, brochures, and on the manufacturer’s website. 
• Production Planning: The chosen color is then integrated into the production planning process. This involves coordinating with suppliers to ensure an adequate supply of the chosen paint color. 
• Launch and Distribution: The new color is introduced when the vehicle model is launched. It’s made available through dealerships and included in the options for customers to choose from. 

Adirondack Nationals Woody Wagon

It’s worth noting that the process can vary between manufacturers, and some might have additional steps or considerations. Ultimately, the goal is to choose a color that resonates with consumers and aligns with the manufacturer’s brand and design goals. 

Her is what the LA TIMES had to say. 

Flat. Muddy. Neutral. Desaturated. 

Even wet putty. 

There are many descriptions for a new style of car paint that has become popular in recent years, but none quite captures the essence of the know-it-when-you-see-it look. 

The hues are muted earth tones — grays, tans, browns and others — that lack the light-reflecting metallic flake that is typically mixed in with car paint. And it’s a look that’s gone — over the course of a decade — from rare to near ubiquity in car-obsessed Los Angeles. Companies including Porsche, Jeep, Nissan and Hyundai now offer this sort of paint. 

From Autoblog 

“What we might also refer to as ‘flat,’ matte finishes don’t shine like traditional car finishes,” Kelley Blue Book wrote in a 2022 blog describing the trend. “The term ‘stealth’ comes to mind when we see a car in matte gray or matte black. ‘Hot’ pops into our heads when the matte finish is in another color.” 

From Kelly Blue Book 

Matte Paint Pros and Cons 

So, in the “Pro” column for a matte finish, we’ll put “looks cool.” 

Like many with-it things in life, however, putting a matte finish on your ride comes with a few negatives. Our matte finish “Con” column lists “cost, upkeep, and repair.” 

Let’s consider the good, the bad, and the ugly of putting a matte finish on your car. It’s up to you to decide if it’s worth the hassle. 

And now we have “hope.” 

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