Along with safety and quality, the automotive industry today seeks to convey an image that will guarantee acceptance of a vehicle and its manufacturer. Merck has a special job as a partner here: “We’re fortunate to be able to offer proposals featuring a higher level of color-tone variety for all color groups,” Wolf explains. “We have to bear in mind that paint manufacturers need to respond to all demands regarding fashion and personalization on the part of automobile customers around the world. It’s like a chain reaction in which everyone provides input to everyone else. Still, all aspects need to be covered, and compromises have to be made between issues of technical feasibility and imaginative design.”

Despite globalization, color preferences in Europe, the U.S., and Asia differ considerably. This is mainly due to varied cultural histories: In the U.S., for example, brown tones are not a problem. In Germany, however, “brown is negatively associated with the Nazi era, so you rarely see it,” Wolf explains. “Europeans like black, silver, and blue because they reflect the technology they’ve been spoiled with. Asians love traditional white and matte colors — but this only applies to automobiles.” Wolf is more of an individualist with regard to her own color preferences: “I’m more into the yellow-orange thing, although my own car is neither — it’s aubergine colored.”