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2010 Detroit: Why brown is the new white

“Brown is the new white,” says Audi chief designer Stefan Sielaff, commenting on the sudden ubiquity of a car color that has been reviled for the past 30 years. The question is, why?

;”I’ll give you the psychological explanation,” says Sielaff. “In times of economic crisis, people seek warm colors again—because everybody feels so cold after losing so much money. So the colors of the 1970s are back again.”

Thus we have the Audi R8 Spyder in Ipanema Brown on the Detroit show stand. The color is not part of the standard palette but is available by special order. Buyers, particularly sports car buyers, who want to get down with brown might consider the resale value implications should the economic skies brighten.

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