White continues to dominate consumer preference for choice of car colour for the ninth consecutive year. As per the latest Global Automotive Color Popularity Report, released by global automotive coatings major Axalta, the top three automotive colours in 2019 are White (38%), Black (19%), and Gray (13%). White has been the top automotive colour worldwide since 2011.
This year, Silver dropped out of the top three colours in the world and 10% popularity represents the lowest level that colour has had in more than a decade. The survey also showed that Grey is gaining popularity in all regions of the world. Still, these top four colors – White, Black, Grey and Silver – continue to dominate the automobile population, representing 80% of market share globally.
Regionally, automotive colour preference has changed little in the past year, with one significant change. White declined by 1% in Europe and Grey increased 2%, which gave Grey the top spot in Europe for the first time ever.
“After the demand for Grey rose in the SUV sector last year in Europe, we saw 5% growth this year in the Compact/Sport sector. For the first time in Europe, the variety of natural to refined and sophisticated Grey surpassed White as the long-time favorite. Europeans have expressed their desire to use Grey to quieten the emotional noise in their lives and feel comforted by its presence,” says Elke Dirks, Color Designer - Europe, Middle East & Africa.
Elsewhere, White continues to lead the market, with Asia recording a 1% increase in its popularity and having the widest popularity spread at 49%. “China buyer preferences favor modern, sophisticated, and clean, making White an obvious choice,” says Annie You, Color Designer - China. In India, 33% have voted for White – 26% for solid white and 7% for pearl white. Silver with 31% is a close second, followed by Grey with 12%.
North and South America continue to position White as the top colour, but also have seen an increasing interest in Gray vehicles.
“While the top four neutral colors – White, Black, Gray, and Silver – continue to lead preferences globally,” continued Lockhart, “we are starting to see other colors make moves in popularity that might not have been thinkable in past years. For sure, the consumer is truly beginning to change the way they view their vehicle’s color, and Axalta is prepared to partner with our automotive customers to meet those needs.”
Various shades from greenish-blues inspired by the ocean to Navy Blue, Icy Blue, and Denim Blue are also being found worldwide. Red is most popular in North America at 9%, and Brown/Beige versions reign in Russia at 12% popularity. Color is impactful in consumer choices and product branding, and Axalta is committed to enhancing coatings with color science and technologies for future vehicles.
“Colorful shades on vehicles are quickly noticed on today’s roads as Blue, Red, and Brown/Beige are showcased in spectacular hues,” concluded Lockhart. “Blue is most popular in North America and Europe with 10% of vehicles. So, finding a Blue to meet your personal taste is no problem.”
Africa - Light colors such as Silver and White remain high at 58% combined.
Asia - Pearl White colors are most popular in this region and continue to gain status.
Europe - Gray is the most popular color, surpassing White, the long-time favorite.
North America - Blue is up 2%, totaling 10% of vehicles.
Russia - 12% are warm shades of Beige/Brown, more than any other region.
South America - Changing 1%, this is the only region where Silver increased.
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