Silver takes gold medal
Neutral car colours top the charts worldwide, writes Craig Duff
SILVER again heads the rankings as the car colour of choice across the globe, but black is back in a big way, according to paintmaker DuPont.
The company’s annual automotive colour popularity report shows silver accounted for 26 per cent of all vehicle paint jobs, with black at 24 per cent and on an upward trend.
Regional preferences mean white is the car colour to be seen in India and the US, while black is still big business in Russia and Europe. And yellow/ gold may be a high-profile colour but it’s a low volume seller, accounting for only 1 per cent of cars.
DuPont says its survey of 11 major automotive regions helps shape car production colours as companies plot long-term trends in specific hues.
‘‘Our analysis allows DuPont to share insights into global colour trends with carmakers as they’re planning future vehicle designs,’’ DuPont colour marketing manager Nancy Lockhart says.
It’s the same story in Australia, with Ford and Holden confirming neutral colours dominate car sales.
‘‘The most popular colours for customers continue to be black, white and silver,’’ Holden communications director Emily Perry says.
‘‘White is a pragmatic choice for lots of people — it’s easy to keep clean, offers good visibility and is good for resale value. Interestingly though, there is also a growing trend among luxury and performance enthusiasts to order white vehicles, a trend we see among European marques as well.’’
That doesn’t apply to the Commodore performance range, where ‘‘hero’’ colours are a favourite.
‘‘Some of our popular hero colours at the moment are Atomic (bright green) and Poison Ivy (bright bottle green)’’ she adds.
Ford brand communications manager Neil McDonald says fleet buys help skew the colour chart.
‘‘I’d suggest that fleets, which make up a large proportion of locally manufacturer vehicles, tend to stick to safe neutral colours such as white that provide a good resale and are easy to repair in minor accidents,’’ he says.
‘‘Private buyers might be a bit more adventurous, but at the end of the day a car’s colour must exist in the market for several years so those traditional greys and neutral colours will probably appeal more.
‘‘There’s also a direct correlation with younger buyers and our brighter colours such as sunburst, a bright orange and viper, a dark purple.
He also notes that the DuPont survey’s analysis that brown and beige colours are coming into vogue is reflected in Ford’s latest palette.
‘‘Havana, a rich mocha metallic and chill, a light brown/green metallic, have recently been added to our colour palette for the Falcon range and are proving popular,’’ he says.