According to BASF's latest Colour Report achromatic colours, which have always formed the foundation of automotive colour, are experiencing a significant shift. While white continues to hold its position as the most popular colour for light passenger vehicles, it has seen a notable decrease in market share. In contrast, black has surged in popularity, gaining market share at the expense of white.
Consumer preferences also vary across different regions. For example, in North America, there is a growing preference for lighter shades of silver over darker grays, while in Europe, the Middle East, and Africa (EMEA), the trend leans towards darker shades. Meanwhile, chromatic colours have remained stable, with no significant changes in their total market share (19%). This category includes a range of colours such as blue, red, brown, and beige, which continue to maintain their popularity among customers.
Asia Pacific: Increasing chromatic colours with more variations in effects
Continuing its leading position in the new automotive colour palette, the share of chromatic colours in Asia Pacific was slightly up compared to 2022. The popularity of natural colours increased, especially green. Lighter colours became more popular, especially light grayish colours and silver.
Part of the reason Asia Pacific is more diverse in colour is for the great variation of body types. Fresh shades can be seen in New Energy Vehicles (NEVs) especially more green and purple-influenced colours.
“As various new vehicles hit the roads, it is only natural that a more vibrant colour palette would follow,” said Chiharu Matsuhara, head of automotive colour design for Asia Pacific. “With new automakers creating new vehicles in Asia, they are asking for something more than the usual colour wheel. They want something bold and creative on their new designs, and young consumers appreciate those colours.”
EMEA: Diverse colour tastes across nations; achromatic shades reign while chromatic favorites differ
The achromatic colours – white, black, gray, and silver – gained two percentage points in Europe, the Middle East, and Africa (EMEA). Car buyers shifted away from lighter colours of white and silver, to darker shades of black and gray. Premium cars had more effects pigments than entry and mid-price classes, showing the depth and creativity of colour.
When European consumers chose colourus, there were country-specific preferences. Germany loves blue (11%), Spain and the UK prefer red and orange (approximately 9%), France adores green (6%), and Italy shows its love for all the colours, with its share of chromatic colours being the largest among all five countries (30%).
North America: Lighter achromatic colours and more effects pigments show up
Like EMEA, achromatic colours in North America – white, black, silver, and gray – gained two percentage points overall. Consumers moved in a lighter direction after automakers retired several gray colours. Those were often replaced with shades of silver.
North America also had the highest share of red cars compared to other regions in 2023. However, red was not able to beat blue as the most popular chromatic colour in North America.