Filed under: Car Buying, Etc.
White beats Silver again as most popular car color
Click above for full results from North America and other regions
DuPont knows a thing or two about car colors, being a leading supplier of paint and coatings to the global auto industry since Fuscia was officially recognized as a legitimate hue. The company has just released its 2008 Automotive Color Popularity Report and White has retained its crown as this continent's most popular car color, though not without qualification. White scored 16 percent on the report while Silver, which ran the tables on every other color for six years prior to 2007, scored 17 percent. However, if you add the 4 percent score of White Effect, or White Pearl, to just plain old White's score, you get a winning score of 20%.
The "Effect" in White Effect refers to special pigments added to paint that gives it a pearl or iridescent quality. This allows some differentiation between your white BMW and your neighbor's white Lexus. Black and Black Effect scored 11 and 6 percent, respectively, which means that U.S. citizens have pretty boring tastes when it comes to the color palette of their cars. Not to worry though, as DuPont suggests that White winning two years in a row suggests a "palette cleansing" that may precede a new color trend, one that is hopefully a little more exciting than the monochromatic machines we favor today.
Check out the gallery below for full results from North America as well as other regions around the world.
[Source: DuPont]
PRESS RELEASE
White Is Most Popular Color – Again – in 56th DuPont Automotive Color Popularity Report
"Conservative Differentiation" Among Consumers May Be Sign of the Times
Wilmington, Del., December 9, 2008 - The 2008 DuPont Automotive Color Popularity Report says white is the top vehicle color choice in North America for the second straight year, and is a strong player globally, with "white effects" allowing consumers to differentiate cars subtly to express their individuality. Black and silver with effects also turned in a strong performance globally. The term "effects" refers to special pigments that lend a pearl or iridescent appearance to coatings.
White and white pearl scored 16 and 4 percent, respectively, black and black effect scored 11 percent and 6 percent, while silver, which led the pack for six consecutive years, garnered a 17 percent share of the North American market.
A leading supplier of coatings to the global automotive market both for new cars and in the collision repair industry, DuPont this year broadened the global scope of the authoritative Automotive Color Popularity Report to include specific data from emerging markets India and Russia. The automotive industry is expanding rapidly in both countries.
North American color choice highlights several trends. First, there is a continuing convergence of color choice globally with color preferences becoming more homogeneous across the globe. Additionally, DuPont continues to report white as a "palette cleansing" color signaling a pause after a long running trend and in advance of a new trend. The 2007 DuPont Automotive Color Popularity Report announced the end of silver's seven year reign.
"We're seeing basic colors like black, white and silver continuing in the lead but consumers are looking for differentiation with tri-coat and other effects," said Karen Surcina, color marketing manager -- DuPont Performance Coatings. "These colors and effects provide a higher degree of customization and luxury-effect which allow consumers a conservative differentiation from the traditional color palette." A tri-coat paint system consists of a basecoat, a midlayer which contains the color and specialized "effect" pigments followed by a clear coat.
"While black, white and silver continue to remain strong, we are seeing interesting trends developing," Surcina continued. "The popularity of true chromatic colors such as blue and red are on the rise, with blue growing worldwide as consumers look to more environmental themes and lifestyles."
"Blue is being utilized as the 'new green' because it is well understood by people all over the world that blue can also represent the preservation of nature," said Leatrice Eiseman, executive director of the Pantone Color Institute and author of Color: Messages and Meanings. "Imagine a clear blue sky mirrored in a pristine blue lake and you will get the picture. It is a universal favorite."
Global Convergence and Regional Differentiation
The global review of color popularity reveals that preferences are converging around the world, but within the convergence there is subtle differentiation between markets. As DuPont reported in June 2008, blue is becoming more popular and currently ranks among consumers in North America with 13 percent of the overall market. Blue has garnered 12 to 13 percent of the market for the past few years and is a top five color choice in every market with the exception of Brazil.
"Neutral colors like silver and light gray shades capture a high volume, but long term they show a decreasing tendency in almost all regions," said Nancy Lockhart, DuPont color designer for North America. "Moving forward, it will be imperative to refresh styling of these popular colors with different effects that can restore their popularity."
Europe
Europe is dominated by the popularity of black vehicles in all segments. Black with effect, white/white pearl and silver are most popular across the board with a rise in bright reds in this year's report. The rankings remain consistent for black/black effect with 26 percent of the market, silver with 20 percent and gray with 18 percent.
White/white pearl saw a slight increase in popularity, rising from 8 percent last year to 10 percent in 2008. The warm neutral tones of beige and brown regained popularity in 2008, reaching 4 percent -- up from 2 percent last year.
"Current preferences are strongly influenced by ecological concepts, with demand growing for light, pure and sophisticated looks and the strength of blue showing optimism for the future," said Elke Dirks, DuPont color designer for Europe. "In the long term, we believe that European consumers will ask for a more colorful and individualistic palette from car makers."
Russia
Russian color preference shows an overwhelming use of silver at 30 percent, black and red at 14 percent and slight differences between green (13 percent), blue (12 percent) and white (10 percent). Though Russia leans toward the silver and black color spaces, red and green are more popular there than in any other region, demonstrating the diversity of color trends.
Asia
India's market shows a strong preference toward white and white pearl with 17 and 11 percent respectively, followed by silver with 27 percent. As in Russia, strong chroma colors made a good showing with red at 12 percent and blue at 8 percent. Black and black effect with 6 percent and 1 percent, respectively, was even with yellow and gold at 7 percent.
Silver remains exceptionally strong in the Asian countries of China, South Korea, Japan and India. In South Korea silver represents 50 percent of the market, up from 39 percent last year. Silver is top color with strong growth shown in China as well at 32 percent for 2008, up from 23 percent in 2007. Japan and India report white/white pearl in the top color position (8 and 24 percent and 17 and 11 percent, respectively) with silver making a strong showing with 28 percent in Japan and 27 percent in India.
"Candy white and tri-coat pearl are extremely popular in most of the Asia Pacific area," said Emily Hung, DuPont color designer for the Asia Pacific region. "In Japan we see an overwhelming preference for white pearl or white with effect.
"In India and China we see a wide range of colors offered to attract young buyers to compact cars," Hung said. "Additionally, dark blue metallic is popular and we're fine-tuning a variety of shades for the region."
Mexico and Brazil
White and black are tied for the most popular color in Mexico at 20 percent each, with silver at 17 percent and gray at 13 percent. Following these cool-neutral shades, blue shows strength with 12 percent and red follows at 11 percent. Neutral spaces dominate Brazil with silver (31 percent), black (25 percent), gray (16 percent) and white (11 percent). Red is the most popular chroma color with 8 percent of the market.
What to Watch - from the DuPont "Time For Color" Trend Show
"Time for Color" is the theme of this year's DuPont global color trend forecast for the auto industry. Time is an important factor in the evolution of color. Consumers are increasingly focused on individuality, expressive car designs, small vehicles and fuel economy. These elements require innovative shades for a futuristic view of technology as it evolves. DuPont presents its annual trend show to automotive designers globally to showcase new trends, color availability and the new coatings technologies available to the market.
"Of the many environments that surround you, the color of your clothing, your home and your car is very personal," said Eiseman. "As I state in my book, More Alive With Color, each of us has an affinity for various hues that appear at distinct times of day. DuPont has captured the essence of color and light that really expresses your personality and comfort level."
This year's show highlights four themes to set the pace for future color trends: morning, midday, evening and night. The morning group deals with the pale and purist colors, responding to the development of ecological concepts with highly aesthetic demands. Midday colors underline the personal character of vehicles. They are vividly colored, optimistic in appearance and enrich the growing small car market in a highly innovative way. The evening group is very emotional, creating a highly individual collection in the mid-color range with multicolor effects and unusual shades. There is enough time to dream in the night group which contemplates harmony in times of changing values and traditions. Deep tinted dark colors with illusionist luster and brilliance ensure premium road versions.
Various areas of lightness and hue also are timely in their arrival. Some solid metallic versions with a hint of color offer a modern alternative to silver, formerly an enduring color choice. Awareness and adoption of "green" technology and environmentalism also have influenced color trends in this year's show bringing colors that are soft or water-like in nature. Continued emphasis on the automotive market brings attention to new color areas. The demand for brilliant, chromatic colors is expected to grow across global markets. It is once again, "Time for Color."
DuPont Supports the Global Automotive Industry
In addition to paints and coatings, DuPont supports the global automotive and transportation industries with a vast array of products including elastomers for hoses, belts and other parts, engineering plastics for molded components, electronics products for microcircuits and flexible and printed circuits, and a variety of polyester films. The DuPont offering also includes glass-laminating products, fuel cell components, refrigerants and thermal protection materials. DuPont is working actively to introduce sustainable, bio-based materials such as fabrics and engineering polymers, and fuels that reduce dependence on petroleum resources, reduce vehicle weight and improve fuel efficiency.
DuPont is a science-based products and services company. Founded in 1802, DuPont puts science to work by creating sustainable solutions essential to a better, safer, healthier life for people everywhere. Operating in more than 70 countries, DuPont offers a wide range of innovative products and services for markets including agriculture and food; building and construction; communications; and transportation.
Reader Comments (Page 1 of 3)
Sal 4:40PM (12/09/2008)
The reason is simple. Those are the colors that are shoved down the throat of consumers. There is simply no choice. Need more innovation as far as color choices are concerned. More exotic colors should be demanded. I will not buy any of those popular colors mentioned.
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Tourian 4:58PM (12/09/2008)
I don't agree. I've bought used cars and ordered new cars for a few different lots in my career and these are the colors that simply sell. You can step out there and buy lots of blue, green, red ,yellow what ever color you want to stock and most times you'll end up stuck in the car as it depreciates on your lot, or you'll just end up taking a beating on it when someoneone finally shows interest in buying it. Its better to play it safe for the majority of your inventory.
happy_penguin 5:05PM (12/09/2008)
Wrong.
As far as I'm concerned, the reason why basic colors sell best is because basic colors resell best. Just try to unload that trendy bright green or orange car four years down the road. It ain't happening.
Polly Prissy Pants 5:21PM (12/09/2008)
It's not some big conspiracy.
Black sells because cars almost always look best black. The downside is that while black looks awesome when it's clean, it shows dirt almost immediately after washing. And scratches. And dents. Oh, and they get really hot.
White cars also almost always look good and are great if you live anywhere south fo the Mason-Dixon line. If you live in the south and park outdoors you'll soon see why white is so popular.
Silver cars again almost always look good. It's a little sportier than white yet is almost as cool and hides dirt much better than black.
As far as the "other" colors go, what you usually find is that certain cars may look good in one color but not another, thus it's self-limiting.
happy_penguin 5:26PM (12/09/2008)
Yes, PPP I agree with your entire comment.
GenoMalice 5:56PM (12/09/2008)
Uhmmmm.... Autoobloggg? .... It's Fuchsia not Fuscia!.... Sorry Sal for invading your privacy and not being relevant but I just had to put it out there! SPELLING MISTAKE:O
Judy Zik 8:18PM (12/09/2008)
+1 PPP
Only thing you missed is that if you live in a snow area White and Silver vehicles are also popular because they don't show the road salt.
Domestic 6.0 10:26PM (12/09/2008)
Yes there's nothing like pearl white !!
reddy 11:40PM (12/09/2008)
@PPP.. you just cant say that.. there are a lot of local factors and taste too which matter..
Just look at europe where black sells a whoping 26% .. where as in India where white is considered official is sold 28% and black which is considered bad omen in India is sold only 8%. Local factors(which is the personal preference) matter a lot when you put your hard earned money and buy a car you would want to buy one you personally like
Nightcrawler 1:25PM (12/10/2008)
You're right. The colors that sell the most don't automatically mean those are the colors people wanted to buy. Very few cars are custom ordered these days, and in the long run every car a manufacturer makes will get sold eventually, even if it takes a long time and a deep discount to move the ones that are an ugly color.
But...
Presumably the automakers have found over the years which car colors move off the lot faster and at a higher profit, so they make more of those colors. So these colors probably are generally what the public prefers. Or at least what they preferred over the last several years, which led the automakers to make cars those colors this year.
Jrejre 4:49PM (12/09/2008)
Could this be because they just make more silver, white, and black than any other color? Frankly I think consumers are becoming more individualistic and would buy more interesting colors if they were made. But most people buy their car off the lot instead of ordering, so even if they can order better colors they won't because they want one in stock and the ones in stock are 75% silver.
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arrgee999 4:49PM (12/09/2008)
I completely agree with Sal. You walk onto a dealer lot and all you see are white, silver, and grey cars. If we were offered more choices the outcome of these lists might be different. And the same is true from the manufacturers, you look at the colors available and you've got white, two shades of grey, and two shades of silver. Most people don't want to have to order their car especially when many deals only pertain to vehicles in stock.
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Mi key 4:55PM (12/09/2008)
Wow! Big Shock Dealers picking the most easiest colors to sell.
And manufacturers pretty much suppling them with it.
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Jason 5:00PM (12/09/2008)
We need some new colors! I said this a long time ago. Why the heck does everyone want their cars to be such bland colors?! It seems like the trend started when I was a kid and everyone just said "Silver doesn't show dirt as much as other colors and brown doesn't show it at all". Who cares?! I drive a RED car. RED! You know, that primary color? I applaud anyone who drives a car that is a color other than silver or white. I think we should go right back to the 50's through the 70's and make our cars in every color imaginable. I mean, tell me that the 1970 'cuda didn't look beautiful in that lime green they offered and I'll tell you you've got no taste. [/rant]
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happy_penguin 5:07PM (12/09/2008)
Primary red is a damn good color and it ages well with many models. Red is always in style.
k.w.a 6:39PM (12/09/2008)
couldn't agree with you guys more. Red is definitely thee best color. It looks great, makes your car look brand spanking new, and is easy to find in a parking lot! i just scope out the entire lot, see which of the 5 red cars is mine, and voila, my car is found!
jgp 10:36PM (12/09/2008)
Some cars look great in silver, and some just look boring in silver.
For example, Audis fall squarely in the former category; they look better in silver than just about any other car.
ehisforadam 8:51AM (12/10/2008)
That V10 R8 sure looks hot in Red though.
Mazda FTW! 5:06PM (12/09/2008)
Proud owner of a Indigo Blue Mazda. It's a dark blue which look blue in the morning but has a succint ink-clour purple mixed into it that pops up when sunshine strikes it and especially parked under neon lights at night.
The women LOVE the colour. Even before they notice what car it is, they remark on the colour.
Yes its hard to keep clean. But seeing it shine when it's clean in the summer is worth all the effort.
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akboss 5:34PM (12/09/2008)
I've seen that colour on the Mazda's and it is indeed a great look. Actually, Mazda has one of the best palettes going. They have this cranberry-orange colour, it is similar to that burnt-orange on lots of modern Chevy's and Ford's, but it has more red and looks more masculine. And they have this black cherry-rose colour as well, I've seen it on the CX-7 and Mazda6, great stuff that makes the cars look very unique.