EVERY COLOR TELLS A STORY AT GENESIS
HWASEONG, Korea, Nov. 22, 2023 — At Genesis, every color tells a story. “Hallasan Green,” commonly known as black forest green, draws inspiration from Korea’s majestic Mount Halla. “Uyuni White,” with its pearlescent, creamy-white allure, traces its origins to the expansive salt flats of Bolivia.
The story behind “Bering Blue” runs even deeper. As the key color of the new GV80 Coupe, exclusive to Genesis’ first coupe-type SUV, it embodies bold challenges and resilience to conquer them — a reflection of the journey that has brought the brand to its present stature.
Taeksung Nam, head of the Genesis CMF (color, material and finish) Development Team, shares the years-long development process of Bering Blue and the rationale behind giving exterior colors such distinct names.
What inspired the name Bering Blue?
Bering Blue was named after the Bering Strait. It’s theoretically the only location where people can walk [between Russia and the United States] when frozen, as demonstrated by a Korean expedition team [in 2012]. I was the one who suggested the name for the color because I hoped it would convey a story of exploration, much like the treacherous voyage across the ice bridge.
What about the color? How did it become the signature color of the newly released GV80 Coupe?
We wanted to position the GV80 Coupe in the market as a sportier model than the GV80. While most brands typically associate sportiness with the color red, we wanted to redefine the concept of sportiness while maintaining the inherent luxury of Genesis. It was critical to develop a color that’s elegant, yet not too flashy. That’s how we settled on blue — but not just any blue; a trendy, captivatingly enigmatic blue.
I’m sure there were other elements, like interior materials, that your team considered when developing Bering Blue.
Exterior colors can significantly change under sunlight based on the pigments used. With Bering Blue, our intention was to give it an elegant grayish-blue glow that was neither entirely blue nor entirely gray. There was also another shade of blue ["Ultra Marine Blue"] we created for the GV80 Coupe interior, so we hoped both colors would be a good match for each other when paired together.
Why are Genesis exterior colors named after specific locations like the Bering Strait?
In the past, the same colors went by different names in Korea and overseas, which caused the original design concept to get lost across borders. This prompted us to gather naming suggestions from our regional offices [in foreign countries] and select one as the universal name. Today, once we develop a color, our designers share the entire story behind its creation with their regional counterparts, who then suggest cities or regions they think align with the color’s essence.
How are colors usually developed?
We extensively talk with our exterior designers about the car’s body shape and whether we want to give it a majestic or sleek feel. Those discussions culminate in what we call a style concept. In line with these concepts, we then suggest color concepts, select a specific color palette, and generate numerous color variations. We also experiment with particle sizes to see how they complement the [model’s overall] style. We ultimately settle on a single color after exploring countless candidates.
How long does that whole process take?
It involves around two years of planning, followed by two years of modeling, and then another year for mass production preparations, totaling five years. Within this timeframe, I’d say we’re the busiest for a year, starting from the point we finalize the style concept.
Other than Bering Blue, what colors do you think effectively capture the essence of the model you sought to convey?
Most customers lean toward achromatic colors, but that's not always the case. One of our most popular chromatic colors was “Tasman Blue” for the G80 — a not-too-blue, not-too-green hue developed by one of our designers who drew inspiration from an aurora in the night sky of New Zealand. Sales were unusually high for this one. Another chromatic color that sold well was “Cardiff Green.” Green is normally considered forbidden grounds for color designers because they hardly gain widespread success, but Cardiff Green beat all odds and was well-received by GV80 customers for its refined touch.
How do market trends influence color development when the majority of people prefer achromatic colors?
In Korea, black and white dominate as the most popular exterior colors. White usually takes the lead overseas, though some prefer chromatic colors like blue in North America, our main target market. Looking at the sales data, it hit us: Why not expand our range of white and black options to offer more choices to our customers? So came “Vik Black,” a pure black with a vibrant shimmer brought to life by particles called “Black Diamond Pearl.” “Maui Black” is pure, solid black. To enhance the luxurious feel, Maui Black is coated with an additional clear layer, which provides the color with an increased sense of depth, setting it apart from the typical solid black colors used in other mass brands. We then set out to explore matte finishes and started offering a few colors in both glossy and matte options.
What makes Genesis colors so unique compared to other luxury brands?
When Genesis started [in 2015], we didn’t have much of a standard for developing luxurious colors. As a CMF designer, I wanted to create that standard entirely on our own. My goal was to hit market success with colors created from our original ideas — no references, no peeking at competitors. I always wondered if colors created by Koreans would be seen as luxurious by foreigners, and I’m happy to know it’s indeed possible.
It’s interesting that you mention gaining global recognition with homegrown colors.
I think all the hype around Korea and Korean brands has played a role in the positive reception of Korean colors in the market. During my countless travels worldwide, I’ve come to realize that Korean palettes aren’t tacky at all; they can achieve global success, as we’re witnessing today with Genesis.
I would also think that the quality of paint is just as important as the color. Is there a special technology for that at Genesis?
The Paint Manufacturing Engineering Team ensures the quality of our paint, and they do outstanding work. We use something called “2K clear [coat],” which enhances the hardness and quality of the top paint layer to prevent it from resembling an orange peel.
An orange peel? Like rough and uneven?
Exactly. All cars have it. The key is to level out the paint as much as possible, and we’ve managed to make significant strides in this technology. A few years back, we invited paint experts with some 30 years of experience to conduct a blind test against our competing brands, and even we were shocked to see that we received the highest score.
Looking ahead, how do you intend to keep the momentum in color development going?
It’s really simple. As I mentioned before, the color development process spans up to five years. But sales also extend over a significant period. Once a new model is out, it remains on the market for three to four years, [usually] in the same colors as it was launched. This means we have to plan nearly a decade ahead while anticipating that the colors maintain their current chic appeal. What’s so tricky about this is that it requires technological advancement. Car paint isn’t solely about the color; it involves various substances like pigments and pearls, all of which need to progress in tandem.