White Is The New Silver

Anthony Fontanelle
December 5, 2007

Are you waving the silver flag? Err. White flag. Survey says white is the new silver for cars.

According to the DuPont 2007 Global Automotive Color Popularity Report released last Tuesday, white/white pearl ended silver's streak of seven years as the world's most popular color for automobiles.

In North America, white is the most popular color, holding 19 percent of the vehicle market. Silver cars make up 18 percent of the market, and black/black effect (a metallic, sparkly finish) take 16 percent, reported The Detroit News. In 2006, white and silver were tied for most popular in the said territory.

Silver's seven-year reign as the most popular color was the longest consecutive streak in the 55-year history of the survey.

The preference for white indicates that consumers are poised to shift in a new direction when it comes to vehicle color, said Karen Surcina, the DuPont color marketing and technology manager. "White is a trend-shifting color," she said. "Things are up for grabs customers are looking to personalize their vehicle with different shades and specialty finishes."

The current personalization trend in the auto industry is demonstrated in the popularity of white pearl and black effect. Other styles gaining interest are niche colors and effects, including matte finish, according to DuPont, a top supplier of coatings for vehicles.

Red is also growing in popularity, increasing its share two percentage points in North America and surpassing gray and blue to become the fourth most popular color in the market. Red's popularity shows that North Americans are becoming more accepting of color, Surcina said.

"Bright and bold offers of colors are important," she added. "Automakers are using those to gain attention for newly introduced vehicles, a sort of 'notice me' factor."

For example, Chrysler's Charger Daytona model, which was re-introduced recently, was offered in Top Banana yellow and Go ManGo orange, then in subsequent years Sub-lime green and Plumb Crazy purple, the report continued.

But some shoppers are unbending traditionalists. For them, tradition still rules. North American tastes fall in line with those in Japan, where buyers also prefer white cars, but differed from Brazil, China and South Korea, where silver still leads; and Europe, which favors black.

White is the most popular color for trucks and sport utility vehicles, and ties with black in the luxury vehicle segment in North America. Silver remained the leader in the intermediate/crossover and the compact/sport segments, but declined in popularity compared to the report in the previous year.

The DuPont report findings mirrored the increasing popularity of white worldwide. It is worth stressing that in home furnishings, fashion, consumer products and industrial design, said Leatrice Eiseman, the executive director of the New Jersey-based Pantone Color Institute, which works with graphic artists, fashion and home designer, among others.

"White also is considered a fashion statement," she concluded. "The car you drive is a fashion statement."

Now you know why white is the dominant color on the roads. You also know why automakers like the maker of the Acura CL AC condenser is absorbed in producing white auto accessories.

Source:  Amazines.com