December 5, 2007
White knocks silver out of seven-year first-place spot in global colour popularity rating
Troy, Michigan – Silver is no longer the colour champion for vehicles, according to the annual DuPont Global Automotive Color Popularity Report. After seven years of silver in first place, white/white pearl took a narrow lead in North America, followed by silver in second place, and black/black effect in third. White also topped silver in Japan, and in Mexico it more than doubled its lead over grey, the next popular colour.
DuPont has tracked colour statistics and reported trends in colour preference for more than 55 years. This year, it sees white/white pearl as a trend-shifting colour, and anticipates that the new black metallic and other colour effects will show an increase in popularity over time. Red also continues to gain ground in nearly all segments.
“We are not surprised to see a proliferation of white/white pearl in DuPont’s report this year,” said Leatrice Eiseman, executive director of the Pantone Color Institute. “It follows the global trends in home furnishings, fashion, consumer products and industrial design, where we’re seeing a return to white as a clarifying agent before change, a colour of purity and minimalism. White is also considered a fashion statement. The car you drive is a fashion statement, and consumer preferences for white agree. White pearl itself is a combination of many colours, allowing ability to change, reflecting, in effect, layers of white.”
Globally, overall colour popularity is beginning to shift from silver to an increased interest in grey. White/white pearl remains a very important colour for trucks and SUVs, based on the high volume of those vehicles, and is growing among luxury buyers and other segments. Red is also growing globally, with an increase of two per cent overall.
Globally, the top colours were white/white pearl in North America, followed by silver and black; white/white pearl in Mexico, followed by grey and red; silver in Brazil, followed by black and grey; black in Europe, followed by silver; white/white pearl in Japan, followed by silver; silver in China, followed closely by black, white/white pearl, blue, red and grey; and silver in South Korea, followed by white/white pearl and black.