Dec 9 2008
The 2008 DuPont Automotive Color Popularity Report says white is the top vehicle color choice in North America for the second straight year, and is a strong player globally, with “white effects” allowing consumers to differentiate cars subtly to express their individuality. Black and silver with effects also turned in a strong performance globally.
The 2008 DuPont Automotive Color Popularity Report shows a strong preference across the globe for black effect colors, like the Black Magic on the 2009 Volkswagen GTI, which provides a unique customized appearance.
The term “effects” refers to special pigments that lend a pearl or iridescent appearance to coatings. White and white pearl scored 16 and 4 percent, respectively, black and black effect scored 11 percent and 6 percent, while silver, which led the pack for six consecutive years, garnered a 17 percent share of the North American market. A leading supplier of coatings to the global automotive market both for new cars and in the collision repair industry, DuPont this year broadened the global scope of the authoritative Automotive Color Popularity Report to include specific data from emerging markets India and Russia.
The automotive industry is expanding rapidly in both countries. North American color choice highlights several trends. First, there is a continuing convergence of color choice globally with color preferences becoming more homogeneous across the globe. Additionally, DuPont continues to report white as a “palette cleansing” color signaling a pause after a long running trend and in advance of a new trend. The 2007 DuPont Automotive Color Popularity Report announced the end of silver’s seven year reign.