As automotive trends change over time, so do Americans’ preferences for car colors. Once dominated by basic blacks, silvers, and whites, the automotive color palette has expanded in recent years to include bolder hues and custom options. But when it comes down to it, what colors do American buyers gravitate towards when visiting dealership lots? Understanding popular car color trends provides insight into consumer tastes and can help guide automakers’ design and production decisions.
The most popular car colors over time
Looking back over the past several decades reveals shifts in the most sought-after car colors in America. In the 1920s, the Ford Model T was only available in black. This set the trend for years to come, with black being the dominant car color in America through the 1970s. However, preferences began shifting in the 1980s and 1990s. White and gray cars surged in popularity, while reds and blues also gained ground. Silvers became a top choice in the 1990s and have remained popular into the 2000s and 2010s. Recently, white has overtaken silver as the most popular car color purchased by American consumers.
Current popular car colors
According to data from Axalta’s Global Automotive Color Popularity Report, the top five most popular car colors in North America for 2021 were:
| Rank | Color | Percentage of Market Share |
| 1 | White | 23% |
| 2 | Black | 19% |
| 3 | Gray | 17% |
| 4 | Silver | 11% |
| 5 | Red | 9% |
White narrowly edged out black as the top choice, capturing 23% of the market. Gray and silver remain popular as neutral tones. Red holds steady in the top 5, bringing a bold splash of color to American roadways. Beyond the top colors, blues make up 8% of the market, followed by brown and beige tones. More unique colors like green, yellow, orange, purple, and others make up less than 5% of car sales combined.
Regional differences
Interestingly, popular car colors in the United States vary somewhat by region. In the Midwest, black is still preferred, taking 22% of the market. Grays and silvers are also more popular in Midwestern states. On the coasts, white dominates – chosen by 26% of car buyers in the Northeast and 25% in the West. The South aligns closely with national averages, with a preference toward white, black, gray and silver.
Luxury versus standard brands
Car color preferences also differ based on vehicle price and branding. For luxury makes like Mercedes-Benz, BMW, Lexus, and others, black is the dominant choice, accounting for 24% of luxury car sales. White follows at 19%, then gray at 15%. For non-luxury mainstream brands, white tops the list at 24%, with black close behind at 18% and silver/gray tied for third at 16%. Overall, black paint conveys elegance, sophistication and luxury. White provides a clean, modern look. Grays/silvers are safe, neutral choices. And red injects vibrance and energy.
Why do preferences change over time?
Many factors influence the shifts in popular car colors over the years in America. Some of the reasons include:
- Changing tastes and styling trends
- Advances in automotive paint technology allowing for new color options
- Influence of pop culture and what colors are considered stylish
- Market supply and the push by automakers to sell certain colors
- Consumers associating certain colors with quality, luxury, sportiness, or other attributes
- Buyers opting for resale value and choosing “safer” neutral tones
Car color preferences are cyclical and Generational shifts also play a role. Younger buyers may be more likely to choose bold, vibrant colors than older consumers looking for a traditional look.
Outlook for the future
Looking ahead, neutral white, black, gray, and silver paints will likely remain popular choices with American car buyers. However, expect to see upticks in vibrant colors like blue, green and red as Gen Z consumers enter the automotive market. Automakers are also expanding color options for custom orders and debuting new pearlescent and matte paints. Personalization will be a growing trend. The ability to match car colors to personalities rather than settle for standard hues has broad appeal.
Conclusion
At the end of the day, American car color preferences are diverse and constantly evolving. While neutrals currently dominate, a rainbow of custom hues help buyers match their vehicles to their personal styles. White may hold the top spot for now thanks to its clean, fresh aesthetic. But the automotive color palette is bright and holds endless possibilities for the future.
