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Car option preferences driven by region, according to Ford data

Associated Press

DETROIT — Seattle may be rainy and cool, but its drivers are the most likely to get moon roofs and air-conditioned seats in their cars. • That's one of several unexpected trends in some Ford data released recently about customer preferences in various regions. Ford looks at the colors and features that buyers favor and uses the data to ensure dealers have the right mix of cars to match local tastes.

In addition to moon roofs and cooled seats, Seattle has the highest percentage of buyers who opt for rearview cameras and blind-spot warning systems. Seattle is also second to San Francisco in the popularity of navigation systems.

Seattle area buyers are well-heeled, well-educated and tech-savvy, said Mark Scarff, general manager of Bowen Scarff Ford Lincoln Mercury in Kent, Wash. They drive in the mountains and on the coast — that explains the moon roofs and navigation systems — and they like to equip their vehicles with the latest technology.

On rare occasions, Scarff said, he has to special-order bare-bones models for his customers.

These are more than just factoids for automakers, who are obsessive collectors of data. Customers who don't find the exact car they want on a lot might go to another dealership, so it's critical to supply the right mix.

Many of Ford's results aren't surprising. Hybrid cars are most popular in eco-friendly San Francisco. Drivers in pickup territory — Dallas and Houston — are most likely to opt for towing features. Buyers in Cincinnati — home of the Cincinnati Reds — like red cars; motorists in sunny Phoenix like orange.

But there are plenty of quirks. Drivers in San Francisco, Atlanta and Charlotte — not those in snowier climates — are the most likely to get heated seats. Drivers in New York, Los Angeles and Dallas are most likely to opt for rear-seat DVD systems. Those are motorists who face long drives outside their sprawling cities.

As for colors, people in the nation's capital are most likely to go blue, while folks in Miami like gold. Green cars don't seem to be popular beyond the East Coast. The top markets for them are Boston — home of the Celtics — followed by Philadelphia, home of the Eagles.

Color my car

Here are various colors and the cities with the highest percentage of buyers for those colors according to a Ford study.

BlackBoston, Detroit, New York, Miami, Chicago
BlueWashington, Pittsburgh, Seattle, Chicago, Detroit
GoldMiami, Memphis, Orlando, Phoenix, Houston
GrayLos Angeles, San Francisco, New York, Seattle, Philadelphia
GreenBoston, Philadelphia, Washington, Pittsburgh, New York
OrangePhoenix, Los Angeles, Miami, Denver, Seattle
RedCincinnati, Kansas City, Minneapolis, Chicago, Pittsburgh
SilverLos Angeles, Phoenix, San Francisco, Orlando, Boston
WhiteSan Francisco, Memphis, Los Angeles, Phoenix, Dallas

Source: Ford Motor Co.

Car option preferences driven by region, according to Ford data 09/30/10 [Last modified: Thursday, September 30, 2010 4:30am]
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