When looking to buy a new car, one of the biggest decisions is often what color to get. While personal preference plays a large role, some colors tend to be more popular than others. Red cars, in particular, have developed a reputation for being more difficult to sell than other colors. But is this reputation deserved, or is it simply a myth? Let’s take a closer look at the data on red car sales.
The Popularity of Red Cars
There are a few key statistics that point to red cars being less popular among car buyers:
- Red is not a top color choice. Black, white, gray, and silver tend to rank as the most popular car colors year after year. Red is usually further down on the list.
- The percentage of red cars sold is low. On average, only around 10% of cars sold are red, compared to closer to 20% for more popular colors like black and white.
- Red ranks low on preference surveys. When consumers are asked to rank their favorite car colors, red consistently comes in 4th/5th/6th place behind more neutral tones.
So in terms of sheer popularity, there does seem to be evidence that red is not a first choice color for many car buyers. But do these broad statistics really translate into red cars being harder to sell at the dealership level?
Dealership Data on Red Car Sales
To understand if red cars sit on dealership lots longer, we need to look at more granular sales data from actual dealerships. A few insights from dealership sales research:
- Red cars can take longer to sell. One 2021 analysis of over 2 million vehicles across dealerships found red cars took an average of 39 days to sell compared to 34 days across all colors. Black, white, gray, and silver all sold 1-2 weeks faster on average.
- But differences aren’t huge. While red cars may sit for a few more days, we’re talking about a difference of less than a week compared to faster selling colors. The longer time periods reported for red may also be influenced by factors like make/model.
- Higher price impacts sales time. A $60k red luxury sedan will naturally take longer to sell than a $25k red economy car, so higher average prices for red vehicles could skew the time-on-lot stats.
Based on this dealership data, while red cars do seem to experience slightly longer sales times, the differences appear modest. More expensive red sports cars and luxury vehicles may skew the averages upward as well.
Why Might Red Be Less Popular?
If red cars don’t sell quite as quickly as other colors, what are some potential reasons why?
- Visibility concerns. There is a perception that red cars are more likely to be pulled over for speeding. While research on this theory has been mixed, it may turn some risk-averse buyers away.
- Resale value concerns. Red is thought by some to be less desirable on the used market. However, Kelley Blue Book’s analysis found resale value varies more by make/model than color.
- Personal taste. The most popular car colors tend to be conservative hues like black, white, gray. Vibrant red may be considered flashy or ostentatious by some buyers.
- Gender norms. Red is sometimes still associated with feminine vehicles, while other colors are seen as more masculine. This perception could impact sales among male buyers.
So while the hard sales data doesn’t show major differences, consumer perceptions, preferences, and demographics may contribute to red lagging slightly behind other tones.
Does Make and Model Impact Red Car Sales?
Is the color red more problematic for some vehicle types than others? Here are some key considerations:
- Sports cars sell well in red. For fast, flashy cars like Mustangs or Ferraris, red evokes speed and excitement. Red comprised 18-20% of sports car sales in one 2021 analysis.
- Trucks and SUVs less so. For family vehicles, neutral colors like white, black and gray are more popular. Only 6-9% of trucks and SUVs sold were red.
- Luxury cars see mixed results. Red is popular on higher end sports cars but less so on luxury sedans and SUVs, where elegance may be preferred over vibrancy.
The takeaway is red seems to work well on certain sports and performance vehicles, but it lags on trucks and family cars. This variance by vehicle type could impact overall red car sales numbers.
| Vehicle Type | Red Sales % |
|---|---|
| Sports Cars | 18-20% |
| Luxury Cars | 8-12% |
| SUVs | 6-9% |
| Trucks | 7-10% |
Regional Differences in Red Car Sales
Red’s sales popularity also shows some interesting regional divides:
- Red sells better in the East. It comprised over 12% of sales in eastern states like New York and Maryland.
- Red lags out West. Western states like California had the lowest red sales around 7-8% of purchases.
- Red does better in cooler climates. The northern Midwest states with colder weather saw red sales above 11%.
- Buyers in warmer southern states tend to prefer cooler tones like white.
This regional variation may come down to factors like climate and personality differences across areas. But it does suggest red appeal varies geographically.
| Region | Red Sales % |
|---|---|
| Northeast | 12.1% |
| Midwest | 11.4% |
| South | 9.2% |
| West | 7.8% |
Conclusion
In analyzing the data, red does appear to be a slightly less popular car color than other options – it tends not to be a first choice for many buyers. However, the differences in actual sales times at dealerships appear modest. Factors like vehicle type and geography play a role in red’s varying popularity as well.
So while the statement that red cars are universally harder to sell is probably overblown, the data does suggest red can be a tougher sell compared to mainstream colors like white, black, and gray. For buyers who have their heart set on red, this color disadvantage is unlikely to make a huge difference. But dealerships looking to move inventory may want to stock more faster-moving neutral tones.
In the end, choosing a car color is still largely based on personal preference. For buyers who love how red makes them feel behind the wheel, that will outweigh any small disadvantages it may have in the sales process.
