But for those who are less amorous in their relationship with cars, the color of the shell on top of the four rolling wheels can make or break a deal. A navy blue car can signal solid respectability, while red cars will increase one's insurance premium, for some odd reason.

As for the color of choice for 2004, some industry analysts are betting that is will be beige.

On Wednesday, the Japan Fashion Color Association awarded its sixth annual auto color award for 2004 to beige, and named Volkswagen's new Beetle cabriolet in a shade of milky mocha as the top choice for the new year.

Coated in what the German auto maker calls a harvest moon beige, the rotund Bug's cuddliness is given an edge with its soft top that can be opened during balmy weather.

"This is a car that's slightly sweet but mature," said Masatsugu Arimoto, a car analyst and one of the seven judges of the competition held in Tokyo.

"People are looking for colors that will let them unwind and relax, as society becomes increasingly high-tech and the passing of time speeds up," the color association stated in announcing their choice for beige as the new "it" color.

Unlike in the United States, where the gas-guzzling SUVs continue to rule the roads, Japanese drivers have a penchant for smaller, more maneuverable cars that can zip through narrow city streets. Until now, the resale price of smaller-sized cars in white and light gray was the highest, but auto makers are expected to bring out more cars in different shades of pale hues, including pea green and baby yellow, as well as beige.