A 'Dopamine' Gamble: Product Manager Insights on Denza Z9S Color Strategy

According to the China Auto User Color Preference Report released by Autohome in 2024, among car buyers aged 20–35, the proportion choosing "non-traditional colors" (such as purple, green, and orange) rose from 12% in 2022 to 28%. Notably, the share of purple hues in new energy vehicles jumped from 3% to 11%. Even more interestingly, 47% of users are willing to pay extra (¥3,000–8,000) for personalized colors. Against the backdrop of Denza officially announcing the Z9S with a "Dawn Purple exterior + Cloud Smoke Purple interior" and promoting "dopamine car colors," this data clearly points to a product logic: use color to anchor emotional value, and use emotional value to drive purchase decisions.