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White and silver top list of car colors
By Richard Fu |
December 21, 2011, Wednesday
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Print Edition
Print Edition
WHITE/WHITE pearl has emerged as the fastest growing color to equal silver as the world's leading automotive color choices.
But silver still dominates the market in China, according to color trend reports.
A substantial rise in the popularity of white/white pearl this year has enabled it to surpass long-standing rivals black and gray, to join silver at the top of the world color ranks, according to the 2011 DuPont Automotive Color Popularity Report, released last month.
"While white/white pearl has historically been a popular color for vehicles, we've seen a bigger shift in its popularity this year than DuPont expected," said Nancy Lockhart, DuPont's color marketing manager.
In 2010, white/white pearl was tied for third with gray in the world color ranks with a 16 percent share, but its ongoing popularity in North America, combined with a surge in popularity in Europe, China, South Korea, South America and South Africa, has helped to increase its position in 2011 to 22 percent globally. Black and gray dropped to third and fourth in this year's report with red and blue strengthening and holding positions in fifth and sixth place.
In China, silver repeated as the No.1 color this year with a 26 percent share, though it fell 7 percentage points from 2010. Black/black effect was No. 2 in China again, but dropped more than nine percentage points. Blue has increased in the small car segment and other colors are more widely used for vehicles in China, DuPont said.
The DuPont report, in its 59th year, is the longest running and largest of its kind in the industry. It includes automotive color popularity rankings and regional trends from 11 leading automotive regions worldwide.
A separate October report by PPG Industries, the world's leading transportation coatings maker, found that white ranked as the most popular vehicle color in the world. Around 21 percent of 2011 model-year cars have been painted white. Silver and black were tied for second most popular at 20 percent.
In the Asia-Pacific region, silver is the most popular color with a 25 percent share, followed by white (23 percent), black (17 percent), red (10 percent), gray (8 percent), blue (7 percent), naturals (7 percent), green (2 percent) and other/niche colors (1 percent), it said.
PPG also said 48 percent of auto buyers who responded to its survey said they generally choose products based on color, and 77 percent of them said exterior color was a factor in their purchase decision.
"Color is one of the most basic means of human expression," said Jane E. Harrington, a PPG manager for color styling, at its automotive coatings business. "The palette of colors being developed for the automotive segment is being influenced by culture, nature, fashion, interior design, media, auto shows and new pigment technology."
But silver still dominates the market in China, according to color trend reports.
A substantial rise in the popularity of white/white pearl this year has enabled it to surpass long-standing rivals black and gray, to join silver at the top of the world color ranks, according to the 2011 DuPont Automotive Color Popularity Report, released last month.
"While white/white pearl has historically been a popular color for vehicles, we've seen a bigger shift in its popularity this year than DuPont expected," said Nancy Lockhart, DuPont's color marketing manager.
In 2010, white/white pearl was tied for third with gray in the world color ranks with a 16 percent share, but its ongoing popularity in North America, combined with a surge in popularity in Europe, China, South Korea, South America and South Africa, has helped to increase its position in 2011 to 22 percent globally. Black and gray dropped to third and fourth in this year's report with red and blue strengthening and holding positions in fifth and sixth place.
In China, silver repeated as the No.1 color this year with a 26 percent share, though it fell 7 percentage points from 2010. Black/black effect was No. 2 in China again, but dropped more than nine percentage points. Blue has increased in the small car segment and other colors are more widely used for vehicles in China, DuPont said.
The DuPont report, in its 59th year, is the longest running and largest of its kind in the industry. It includes automotive color popularity rankings and regional trends from 11 leading automotive regions worldwide.
A separate October report by PPG Industries, the world's leading transportation coatings maker, found that white ranked as the most popular vehicle color in the world. Around 21 percent of 2011 model-year cars have been painted white. Silver and black were tied for second most popular at 20 percent.
In the Asia-Pacific region, silver is the most popular color with a 25 percent share, followed by white (23 percent), black (17 percent), red (10 percent), gray (8 percent), blue (7 percent), naturals (7 percent), green (2 percent) and other/niche colors (1 percent), it said.
PPG also said 48 percent of auto buyers who responded to its survey said they generally choose products based on color, and 77 percent of them said exterior color was a factor in their purchase decision.
"Color is one of the most basic means of human expression," said Jane E. Harrington, a PPG manager for color styling, at its automotive coatings business. "The palette of colors being developed for the automotive segment is being influenced by culture, nature, fashion, interior design, media, auto shows and new pigment technology."
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