For the past ten years, silver has been the leading color of car buyers around the world. But this year, silver dropped to number two, tying with black, while white took the top spot.
Twenty-one percent of 2011 model-year vehicles around the world were white, both silver and black claimed 20% of the market, and gray came in next with 13%. In North America, white had 20% of the market, followed by silver with 19%, black with 18%, and gray with 15%.
These four colors are the most popular because they can be found in every vehicle segment, and they look good on every type of car. Also, buying a car is a big purchase and the car will probably be owned for awhile – so buyers don’t want to get locked into a too-trendy shade.
A recent survey found that 77% of car buyers said that exterior color was a factor in their purchase, and 31% said they would be willing to pay more for a color that expresses their personality.
According to Jane Harrington, PPG’s manager (PPG conducted the surveys), “Color is very noticeable in the marketplace…When a person says, ‘I got a new car,’ someone asks you, ‘What color?’”