In recent years, safety and technology have found themselves on a level playing field between auto manufacturers. At the 2008 North American Auto Show in Detroit, automakers made lengthy efforts to emphasize personalization for drivers. The new rage is dull, as in matte. Glossy paint jobs are no longer associated with luxury. An entirely matte finish vehicle is a brand new concept.
Karen Surcina, color technology and marketing manager of Dupont Automotive, said buyers should expect to see matte finishes in the next two or three years. "The trend is toward more personalization," Surcina said. "Automakers are looking to differentiate their vehicles. One of the ways to do that is through bright and bold colors."