PPG Data Shows Consumers Consider Vehicle Color Key When Buying, but Most Remain Conservative

PPG Industries has released its annual automotive color popularity data. While research conducted by the company found that nearly 60 percent of consumers identified color as a major factor in their vehicle-buying decisions, automakers continue to sell a vast majority of cars (nearly 75 percent) in conservative colors such as white, black, gray and silver. (Additional materials regarding PPG’s 2015 automotive color data are available at newsroom.ppg.com/autocolor15.)

According to PPG’s global build data, white was the most popular color (up 7 percent from last year to 35 percent), followed by black (17 percent) and silver (12 percent). Regional trend highlights from the 2015 data include:

•     In North America, white remains most popular (23 percent), followed by black (19 percent), gray (17 percent), silver (15 percent), red (10 percent) and blue (8 percent).
•     In South America, white leads in popularity (36 percent), followed by silver (31 percent), black (11 percent), gray and red (tied at 9 percent each), and blue (2.5 percent).
•     In Europe, white remains most popular (31 percent), followed by black (18 percent), gray (16 percent), silver (12 percent) and blue (9 percent).
•     In Asia Pacific markets, white remains most popular (44 percent), followed by black (16 percent), natural and silver (tied at 10 percent each), and gray (7 percent).

In research that PPG conducted among consumers in the U.S. and Europe, three in five respondents (59 percent) said color was a major factor in their vehicle-buying decisions. In fact, more than half of respondents said that if the color they wanted was not available on the lot, they would wait for it to become available before finalizing their purchase instead of purchasing a vehicle in a second-choice color. PPG’s research also indicated that:

•     Metallic colors are more popular among men, while women show a preference for solid, single-color non-metallic-looking gloss finishes and pearlescent/colored sparkle effects.
•     Automotive color and appearance are especially important among style-conscious male consumers ages 18-39, with respondents saying that they want a vehicle to exude an image of success and in many cases would be willing to pay more to own a vehicle that adequately reflects their personality.

“Our research indicates that global car manufacturers have good reason to give their brands and models a unique appearance using color and effects,” said Jane E. Harrington, PPG manager, color styling, automotive original equipment manufacturer (OEM) coatings. “Color and styling choices by OEMs must be responsive to these differences among potential buyers. They need to consider everyone from technology-focused millennials to family-focused baby boomers, monitoring sales data and style trends to try to predict two or three years in advance of a model year what colors and effects they will offer.

“With a full spectrum of colors that can range in appearance from bright sparkle to silky pearlescence, carmakers today have an endless variety of options. Because we know selecting the right look for a specific brand is very important to each automotive company, PPG helps our customers develop distinctive colors to enhance their future vehicles,” she added.

Looking to 2016 automotive models, Harrington said the PPG forecast predicts drivers will see more vehicles in shades of blue and orange. Reviewing featured models at international auto shows is an important trend-forward focus, she said, noting that the 2015 North American International Auto Show in Detroit highlighted vehicles in “great layered blues” and the International Geneva Motor Show this year introduced important models showcasing orange- and copper-influenced finishes.