When purchasing a new car, the color is often an important factor in the buying decision. Certain colors tend to be more popular than others, and car color trends can shift over time. Understanding which car colors are most in-demand can provide useful insights into consumer preferences.
Most Popular Car Colors
According to industry research, the most popular car colors globally in recent years have been white, black, gray, silver, and red. However, there are some notable regional and national differences.
In North America, white has been the top-selling car color for many years. According to data from Axalta, a leading supplier of automotive paints, white was the most popular car color in the US in 2020, accounting for 23% of cars sold. The next most popular colors were black (19%), gray (17%), and silver (15%).
| Color | Share of US car sales 2020 |
|---|---|
| White | 23% |
| Black | 19% |
| Gray | 17% |
| Silver | 15% |
In Europe, gray has risen to become the most popular car color, taking over from silver in 2019. According to BASF’s 2021 color popularity report, gray accounted for 29% of new car sales in Europe in 2020, followed by white (18%), black (18%), blue (14%) and silver (12%).
In Asia Pacific, white remains the dominant car color, accounting for around a third of new car sales in recent years. In China specifically, trends are similar to North America, with white, black and silver being the top choices.
Why White is so Popular
There are several reasons why white has emerged as such a widely popular car color globally:
- White is seen as clean, modern and elegant. It gives cars a sleek, futuristic look.
- White makes the exterior lines and styling of cars stand out clearly.
- White reflects light and helps keep the car cooler in sunny, hot climates.
- White is easy to match with any interior or trim color choice.
- White helps give an impression of size – important for larger vehicles like SUVs.
- White is relatively inexpensive and easy to produce compared to metallic or pearl colors.
Market research by automakers has shown that many car buyers feel white is a safe, risk-averse choice that holds its value well. It has mass appeal and works on cars of any size or body style.
The Rise in Gray Popularity
While white has been on top for many years, the surge in popularity of gray (or silver/gunmetal) paint represents an important trend.
Gray has grown from a niche choice to a mainstream preference. Contributing factors include:
- Gray can appear sleek while also being muted and understated.
- It complements modern technological and interior styling themes.
- It is an alternative for buyers who feel white is too common.
- Luxury brands like Audi have promoted gray as premium and sophisticated.
Younger buyers in particular have driven the shift towards gray. It appeals to desire for more unique colors that still work across vehicle segments.
Regional Color Preferences
While white, black, gray and silver lead globally, notable regional differences exist:
- North America – White, black, gray and red are popular. Pickup trucks account for blue and brown.
- Europe – Gray, black and blue are strong. Red popularity is declining.
- China – White and black dominate. Red is also popular as an auspicious color.
- Japan – White, silver/gray and black tops. Blue has grown in popularity.
Understanding these regional nuances allows automakers to tailor color offerings and production accordingly. However, leading global colors tend to converge across most major markets.
The Enduring Importance of Color
While factors like performance, technology and price are essential for car purchases, color should not be underestimated.
Surveys show color is a primary reason for rejecting a vehicle. And distinctive or premium colors can positively influence perceptions and top color choices like white and black directly impact resale value.
Color also reflects brand identity and personality. This helps explain preferences like red for sporty models, silver/gray for luxury vehicles and warm tones for family cars.
Automotive color specialists such as Axalta, BASF and PPG invest heavily in consumer research to uncover trends and preferences. This allows them to anticipate demand so manufacturers can align production volumes accordingly.
New effect pigments and paint technologies also enable more striking colors and finishes to meet evolving consumer tastes. While neutrals currently lead, bolder colors may grow in popularity as drivers increasingly see cars as expressions of personal style.
Conclusion
In summary, white, black, gray and silver have emerged as the globally dominant car color choices in recent years. However, notable regional variations exist and consumer preferences continue to shift over time as new technologies enable more varied colors.
Understanding color popularity provides automakers with valuable guidance on production planning and how to tailor color offerings by market. While white reigns supreme in most major markets, the rise of gray points to changing preferences, especially among younger buyers. The ability to meet these evolving preferences will remain key for automakers in the future.
