Automakers see color as low-cost way for cars to stand out

— -- If the new cars in your parking garage seem to be more vivid, it may just be a sign of the economic times. Carmakers are increasingly turning to one of the cheapest, fastest ways to make a vehicle stand out: color.

Forget costly redesigns, many now delayed, or a big honking spoiler, to make the latest model obvious. Just put some neon yellow paint in the sprayer, and you've got a car that few will forget, even if they want to. Edmunds.com reports the number of car colors is up by nearly 60 for the 2009 model year, from 5,611 to 5,670. Love 'em or hate 'em, colors such as orange — make that "solar-flare metallic" — are among the most popular new offerings, even if mostly with automakers.

"An eye-catching color is one of the most successful ways to make a great first impression with the customer," says Jim Parker, senior manager of Chrysler's color and trim studio.

And one of the cheapest, says Edmunds.com Editor in Chief Karl Brauer: "You can modify car colors for almost no money. It's a cheap form of distinctive promotion and even advertising."

Even though only a handful of Honda buyers opt for orange — 5% of its Fit buyers, vs. about 25% who pick silver — Honda often features orange cars in ads, in showrooms and at auto shows. It "draws attention to the vehicle because of its uniqueness," says Honda product planner Susie Sato.

There are sometimes reasons beyond image. Volvo spokesman Dan Johnston says some "real strange" hues — including turquoise and lime green — were offered by European makers in the 1970s as "safety colors" because they stood out. Most wound up in company fleets. "We tried to sell the idea of a safety color, but it just went over, well, like an orange pumpkin-colored wagon," he says.

Car color choices go beyond personal — or good — taste. There's also the issue of resale value. "On the wild car colors, I wonder what their value would be in a few years," says Sara Renyer, a college student in Louisville who drives a red 2008 Chevrolet Cobalt. "Orange may be in fashion this year, but fashions change each season."