Sil­ver takes gold medal

Neu­tral car colours top the charts world­wide, writes Craig Duff

Herald Sun - Motoring - - News -

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.

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