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Silver Gleams in First-Ever DuPont Global Color Rankings for 2009
DuPont announced that silver, black and white are the top colors in the first-ever ranking of worldwide vehicle color popularity.
Now in its 57th year, the annual DuPont Global Automotive Color Popularity Report is the original and most authoritative source for automotive color popularity information and trends with detailed breakdowns for the top automotive markets as well as this year’s newly announced top global colors.
Top Ten Global Vehicle Colors:
“By gathering and analyzing color popularity data around the globe, DuPont is able to better identify trends and help our customers in the automotive industry develop color palettes for the future,” said Nancy Lockhart, color marketing manager for DuPont OEM Performance Coatings. “The auto industry is an increasingly global business, so regional and global color data are vitally important to designers.”
Although the results suggest an ongoing convergence of color choice globally with color preferences becoming more homogeneous across regions, distinct regional differences remain. The top three colors black, white and silver continue to show strongly around the globe with growth of these colors across regions.
Changes Across Markets
“There are still distinct regional differences in preference, but global trends are unmistakable,” said Lockhart. “Color preference can change from year to year because of a variety of factors including types of vehicles introduced, reduced vehicle size, consumer tastes and even the economy. These and other cultural, societal and demographic influences can shift regional trends over time.”
In North America, white (17.8%) remains the top color choice with black (17%) and silver (16.7%) in second and third place. However, examining black’s popularity over time shows it is rising up six percentage points from 2005 while silver and white have dropped in popularity by about two points over the past five years. Chroma colors blue and red remain solidly popular in the North American market, rising from 11% in 2006 to approximately 12% this year.
In Europe, the top color black (27%) continues to gain popularity over silver (19.9%), which is continuing to decline. White is growing in popularity but remains a second tier color with 10.2% of the market.
Japan saw a wide swing of color popularity for the year, ultimately aligning more with the North American and European markets. White remained the top color choice at 28%, dropping 4 points from 2008. Silver dropped five points to 23%, tied with black.
In contrast, the Chinese vehicle market experiences fluctuations in color preference. Silver rose four points to 36% for the year to remain the top color, with black dropping eight points to 23% as the second most popular color. As this market continues to grow there will likely be less variation year to year.
The market in India shows strong preference for silver (26.4%), white (23.4%), red (16.1%) and blue (10.9%) with the remaining colors each garnering 6% or less of the market.
Of interest, the Russian market looks similar to India with strong chroma colors mixed throughout the rankings, most noticeably in the green area. In the Russian rankings, silver was first (23.4%), followed by green (18.2%), black (16.7%), blue (15.5%) and red (10.8%).