Silver outshines black and white

Silver and black are in tight competition for the title of “world’s most popular car colour,” according to DuPont.

DuPont issued its 58th Global Automotive Colour Popularity Report, which includes automotive colour popularity information and regional trends from 11 leading automotive regions of the world.

The report reflects data from established and emerging growth markets in the automotive industry, and in 2010, for the first time, includes trends from South Africa.

Only two percentage points separate silver from black as the leading vehicle colour globally, and black’s popularity

in key automotive markets outside of North America is substantial. White and grey are tied for third place, with grey’s popularity increasing three percentage points from last year’s survey. Red, the only non-neutral colour in the top five, is increasing in popularity, taking the fifth spot on the global colour popularity rankings. The top 10 global vehicle colours are as follows:

1. Silver – 26 per cent

2. Black/black effect – 24 per cent

3. White/white pearl and grey – 16 per cent each (tie)

5. Red – six per cent

6. Blue – five per cent

7. Brown/beige – three per cent

8. Green – two per cent

9. Yellow/gold – one per cent

10. Others –

 “Our annual global colour analysis allows DuPont to share insights into global colour trends with automakers as they’re planning future vehicle designs,” Nancy Lockhart, DuPont’s colour marketing manager, says.

“The demand for fresh, high-quality information is more relevant today than ever before, as the industry continues to see increased consumer demand for innovative vehicle design and styling.”

Just three years ago, silver led all regions in colour popularity. With the shift toward more globalisation in the automotive industry, regional preferences are influencing the global trend.

With trends of silver, black and white – all neutrals – vying for the top three spots among most regions, grey has increased in popularity and is gaining in interest among consumers in many regions. Both silver and black/black effect saw a one per cent gain in global popularity in the 2010 report, with white remaining flat over last year.

Grey increased in popularity by three percentage points. While regional preferences remain for red and blue, both have fallen three percentage points this year over last. DuPont analysts continue to see a trend toward brown and beige increasing in popularity as well.

Regional markets

In North America, white/white pearl retained its lead for the fourth year in a row, with 21 per cent popularity share.

Black/black effect lead the compact/sport and luxury/luxury SUV categories in North America, while white/white pearl lead the truck/SUV category.

In the Asia/Pacific region, light neutrals lead in popularity, while black/black effect are popular for luxury models in the region. “The concept of ‘Think Blue’ has developed industry-wide, as OEMs strive for green vehicles and concept designs,” Emily Hung, DuPont’s colour designer for the Asia-Pacific region, says.

“Light blue metallic colours are widely selected for environmentally responsible concept vehicles by many auto manufacturers in the region.”

China finds silver in the lead in this year’s report, with 33 per cent share in popularity. Meanwhile, black is back, increasing eight percentage points over last year to garner a close second place spot in the region with 31 per cent share. Grey holds the No. 3 position with 18 per cent, with white (nine per cent) and red (four per cent) in fourth and fifth places respectively.

Japan maintained white/white pearl as its top colour choice for vehicles, continuing at 28 per cent of total market share. In the region, white pearl is often preferred for the small/compact vehicle segment.