Auto Buyers Prefer Silver, Black

December 8, 2010

Silver and black are in tight competition for the title of world’s most popular car color, according to data from automotive coating provider DuPont.

Silver, Black Outdistance Other Colors

Data from the 58th Global Automotive Color Popularity Report indicates 26% of global consumers prefer silver for a car color, edging out number two color black/black effect (24%).

These two colors are substantially more popular than number three colors white/white pearl and gray, tied with 16% consumer preference for each. No other color registered double-digit popularity, with red earning the fourth spot (6%).

White/White Pearl Wins North America

In North America, white/white pearl retained its lead for the fourth year in a row, with 21% popularity share. DuPont experts say this largely reflects the preferences of the fleet and light truck and sport utility vehicle (SUV) markets in North America. Black/black effect beat silver by one percentage point for the number two spot, with 18% popularity.

Black/black effect led the compact/sport and luxury/luxury SUV categories in North America, while white/white pearl led the truck/SUV category. Silver led by just one percentage point on black/black effect for the intermediate/crossover utility vehicle (CUV) segment in the North American market.

Black Beats Challengers in Europe

European trends this year show black/black effect leading overall, across nearly all vehicle categories, with 24% popularity. Gray is five percentage points behind with 19%, while silver has fallen to 17% popularity in Europe.

The exception of black/black effect’s lead in Europe is within the intermediate/multi-purpose vehicle (MPV) segment, which saw gray in the lead by a slight margin. Gray is in the number two spot in the region overall, and within all categories except truck/SUV, where white leads by just four percentage points.

Light Neutrals Lead Asia-Pacific

In the Asia/Pacific region, light neutrals lead in popularity, while black/black effect is popular for luxury models in the region. DuPont analysis indicates light blue metallic colors are widely selected for environmentally responsible concept vehicles by many auto manufacturers in the region.

Asian Cars Dominate US Reliability Ratings

In addition to preferring white/white pearl autos, US consumers predict vehicles from Asian automakers including Acura, Honda and Toyota to be the most reliable and safe, according to a recent Consumer Reports survey.

Despite recent safety recalls, Toyota models, including those from Scion and Lexus, remained among the most reliable and earned top scores in five vehicle categories: small cars (Yaris), midsized SUVs (FJ Cruiser), luxury SUVs (Lexus LX), minivans (Sienna V6, FWD), and full-size pickups (Tundra V6).

Honda and Acura are among the top four brands along with Porsche and Scion, with their models topping five vehicle categories: upscale cars (Acura TL, FWD), luxury cars (Acura RL), small SUVs (CR-V), upscale compact SUVs (Acura RDX) and compact pickups (Ridgeline). Problems with rear brake pads helped drop the four-cylinder Accord and Acura TSX to average.


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