Paula Pryke, described as “the most brilliant florist in London”, has lent her touch to a very special Chevrolet Matiz. The Car In Bloom, as it’s being called, is almost entirely covered in thousands of yellow Gerberas.

Why? Well, it’s to appeal to the female market. Research by General Motors (which owns Chevrolet) suggests that 28% of women view style and colour as the key reasons to buy cars.

“With a rapidly growing female car-buying market we’re interested in finding what factors influence women’s car choice,” explains Chevrolet’s Collette Dunkley. “Women have told us that style and colour are key determinants as, like fashion choices, a car is an expression of a woman’s personality. This contrasts with men who rate performance as the biggest factor when purchasing a car.

“We asked Paula Pryke how she would express her personality through her car and from this grew the Car In Bloom.”

The Matiz will be unveiled at the British International Motor Show this Friday (July 21). Meanwhile, Paula Pryke – whose celebrity clients include Sienna Miller, Kate Winslet, Julia Robert, Ewan McGregor and Jonathan Ross – has also designed a more practical version which is covered in graphics representing the Gerbera rather than the plant itself. She will use one of these herself to make deliveries.

Source: www.carkeys.co.uk