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Research Show That Drivers Prefer Chrome/Bright Trim on Their Vehicles

7 January 1999

Results of ABPA Research Show That More Drivers Prefer Chrome/Bright Trim on Their Vehicles

      1998 Research Shows That Chrome/Bright Preference is up 10 Percent

    TROY, Mich., Jan. 6 -- Ten percent more Southeast Michigan
drivers prefer chrome and bright trim on their vehicles than they did in 1997
according to Automotive Bright Products Association (APBA) consumer and
industry research.
    The research, conducted by Lansing-based EPIC/MRA, surveyed Southeast
Michigan drivers as well as auto engineers to gauge their views on chrome and
bright vehicle components.  In addition to preference drivers and engineers
were asked about the use of interior chrome, its impact on the environment,
recyclability and increase or decrease of bright use on each vehicle.
    "From what we've seen during the last two years of research, the use of
chrome and bright within the auto industry is continuing at a very solid
pace," said John J. Bailey, executive director of the ABPA.  "Drivers prefer
chrome trim items -- especially wheels on their vehicles and designers are
responding by using bright components in a very tasteful manner."
    During the past few years, the use of chrome and bright has primarily been
exterior.  Recently, though, bright accents are appearing in vehicle interiors
in the form of gauge surrounds, shifters, door handles and dashboard accents.
Consumers stated that interior use should be done on a very limited basis
while engineers were split nearly even on the issue.
    "Several stories about chrome's resurgence focused on the idea that this
was a 'retro' trend that gave drivers a nostalgic feel and one of the trends
that was very big in the 50s and 60s was interior chrome," said J. Patrick
Billinge, ABPA executive committee spokesperson.  "Today we're seeing interior
chrome used in a subtle, accenting manner which still allows for a nostalgic
feel."
    For the second consecutive year, chrome and bright trim are featured in
abundance at the 1999 North American International Auto Show (NAIAS).
    "When you look at the vehicles on the NAIAS show floor, bright trim is
everywhere.  Automakers have chrome or bright on their top models and many
have even featured it on their concept vehicles," Bailey added.

    Other study highlights:
    * Consumers and engineers believe that chrome-plated components are
      environmentally safe in production and in finished form.

    * Though consumers believe that chrome is environmentally friendly to
      produce, they were unsure if it could be recycled, while engineers
      believed it was easily recyclable.

    * When asked about the level of chrome/ bright usage per vehicle,
      consumers were split.  Thirty-five percent said that more chrome should
      be used at its current levels, while 34 percent said that less chrome
      should be used on each vehicle.

    The ABPA was formed in 1998 to promote the use of chrome and bright trim
products within the automotive industry, while advancing technology,
environmental responsibility, durability, quality and luxury.  Currently, 14
American and Canadian companies are members of the ABPA.
    For information about the ABPA, please contact Frank Buscemi, John Bailey
& Associates, Inc. 248-362-4200, or by E-mail at fbuscemi@baileypr.com.