The HTC U11 in Solar Red is now available in the U.S.

There isn’t a better time for HTC to introduce a new color option.

HTC just released the U11 in the United States a few weeks ago, and now the company is adding a new color option. Starting today you can buy the 2017 flagship in Solar Red if you go through HTC directly for the phone. It’s an interesting color option because, despite its name, the Solar Red appears to shift between colors. HTC describes the transitions as “fiery reds and “glowing oranges” depending on where light hits the glass.

Other retailers are selling the phone in Brilliant Black, Sapphire Blue, and Amazing Silver.

While the specific number of units sold haven’t been shared, HTC did confirm last week its high-end phone is outselling the One M9 and One (M8) from the last two years. Introducing a new color option builds on momentum and thus the U11 should experience a bump in sales. Consumers want a device that stand out, so a move away from standard colors like black and white is appealing.

The U11 in Solar Red, like the rest of the color options, is priced at $649.

Buy it now: HTC

About the Author: Justin Herrick

Born and raised in New Jersey, Justin is a graduate of Fairleigh Dickinson University where he studied marketing with a focus on digital marketing. He's very talkative and enjoys discussing anything from technology and sports to video games and television. As for Justin's current device rotation, he carries around the Google Pixel and Nexus 9. In the rare case that his phone or tablet is not in his hand, he is either flicking through cards on his Moto 360 (2015) or typing away on the Microsoft Surface Book. Justin is patiently waiting for the day that Google replicates the Galaxy Nexus with modern day specifications.