As every year, DuPont Automotive has released its Colour Popularity Report, a study that analyses colour trends around the world. For 2008, white is the top vehicle colour choice in North America for the second year while Europe is dominated once again by the popularity of black vehicles in all car segments. From a global point of view, DuPont's study reveals that preferences are converging around the world, but within the convergence there is subtle differentiation between markets.In North America, white and white pearl scored 16 and 4%, respectively, black and black effect scored 11% and 6%, while silver, which led the pack for six consecutive years, garnered a 17% market share. In Europe, black/black effect colors dominate the market with 26%, followed by silver with 20% and grey with 18%. Though not as well-liked as in North America, white/white pearl saw a slight increase in popularity, rising from 8% last year to 10% in 2008. The neutral tones of beige and brown also regained popularity in 2008, reaching 4%, up from 2% last year.
Moving East to Russia, DuPont's study finds an overwhelming use of silver at 30%, black and red at 14% and slight differences between green (13%), blue (12%) and white (10%). Though Russia leans toward the silver and black colour spaces, red and green are more popular there than in any other region, representing the diversity of colour trends around the world.
In Asia, India's market shows a very strong preference toward white and white pearl with 17 and 11% respectively, followed by silver with 27%. As in Russia, strong colours such as red are showing an increase of 12% and blue at 8%. Black and black effect with 6% and 1%, respectively, was even with yellow and gold at 7%.
Silver is the dominant color in the Asian countries of China, South Korea, Japan and India. In South Korea, silver represents a mind-blowing 50% of the market - up from 39% last year. Silver is the top colour in China as well at 32% for 2008, up from 23%. in 2007. Japan reports white/white pearl in the top colour position with 8 and 24%, respectively, with silver making a strong showing with 28%.
As for the Americas, white and black are tied for the most popular colour in Mexico at 20% each, with silver at 17% and grey at 13%. Following these neutral shades, blue shows strength with 12% and red follows at 11%. Neutral spaces dominate Brazil with silver (31%), black (25%), grey (16%) and white (11%). Red is the most popular colour with 8% of the market.
Press Release:
White Is Most Popular Color – Again – in 56th DuPont Automotive Color Popularity Report
Wilmington, Del., December 9, 2008 - The 2008 DuPont Automotive Colour Popularity Report says white is the top vehicle colour choice in North America for the second straight year, and is a strong player globally, with “white effects” allowing consumers to differentiate cars subtly to express their individuality. Black and silver with effects also turned in a strong performance globally. The term “effects” refers to special pigments that lend a pearl or iridescent appearance to coatings.
White and white pearl scored 16 and 4 percent, respectively, black and black effect scored 11 percent and 6 percent, while silver, which led the pack for six consecutive years, garnered a 17 percent share of the North American market.
A leading supplier of coatings to the global automotive market both for new cars and in the collision repair industry, DuPont this year broadened the global scope of the authoritative Automotive Colour Popularity Report to include specific data from emerging markets India and Russia. The automotive industry is expanding rapidly in both countries.
North American color choice highlights several trends. First, there is a continuing convergence of color choice globally with colour preferences becoming more homogeneous across the globe. Additionally, DuPont continues to report white as a “palette cleansing” colour signaling a pause after a long running trend and in advance of a new trend. The 2007 DuPont Automotive Colour Popularity Report announced the end of silver’s seven year reign.
“We’re seeing basic colors like black, white and silver continuing in the lead but consumers are looking for differentiation with tri-coat and other effects,” said Karen Surcina, colour marketing manager — DuPont Performance Coatings. “These colours and effects provide a higher degree of customisation and luxury-effect which allow consumers a conservative differentiation from the traditional colour palette.” A tri-coat paint system consists of a basecoat, a midlayer which contains the colour and specialised “effect” pigments followed by a clear coat.
“While black, white and silver continue to remain strong, we are seeing interesting trends developing,” Surcina continued. “The popularity of true chromatic colours such as blue and red are on the rise, with blue growing worldwide as consumers look to more environmental themes and lifestyles.”
“Blue is being utilised as the ‘new green’ because it is well understood by people all over the world that blue can also represent the preservation of nature,” said Leatrice Eiseman, executive director of the Pantone Colour Institute and author of Colour: Messages and Meanings. “Imagine a clear blue sky mirrored in a pristine blue lake and you will get the picture. It is a universal favorite.”
Global Convergence and Regional Differentiation:
The global review of colour popularity reveals that preferences are converging around the world, but within the convergence there is subtle differentiation between markets. As DuPont reported in June 2008, blue is becoming more popular and currently ranks among consumers in North America with 13 percent of the overall market. Blue has garnered 12 to 13 percent of the market for the past few years and is a top five color choice in every market with the exception of Brazil.
“Neutral colours like silver and light gray shades capture a high volume, but long term they show a decreasing tendency in almost all regions,” said Nancy Lockhart, DuPont colour designer for North America. “Moving forward, it will be imperative to refresh styling of these popular colours with different effects that can restore their popularity.”
Europe is dominated by the popularity of black vehicles in all segments. Black with effect, white/white pearl and silver are most popular across the board with a rise in bright reds in this year’s report. The rankings remain consistent for black/black effect with 26 percent of the market, silver with 20 percent and gray with 18 percent.
White/white pearl saw a slight increase in popularity, rising from 8 percent last year to 10 percent in 2008. The warm neutral tones of beige and brown regained popularity in 2008, reaching 4 percent — up from 2 percent last year.
“Current preferences are strongly influenced by ecological concepts, with demand growing for light, pure and sophisticated looks and the strength of blue showing optimism for the future,” said Elke Dirks, DuPont color designer for Europe. “In the long term, we believe that European consumers will ask for a more colorful and individualistic palette from car makers.”
Russian colour preference shows an overwhelming use of silver at 30 percent, black and red at 14 percent and slight differences between green (13 percent), blue (12 percent) and white (10 percent). Though Russia leans toward the silver and black color spaces, red and green are more popular there than in any other region, demonstrating the diversity of colour trends.
India’s market shows a strong preference toward white and white pearl with 17 and 11 percent respectively, followed by silver with 27 percent. As in Russia, strong chroma colours made a good showing with red at 12 percent and blue at 8 percent. Black and black effect with 6 percent and 1 percent, respectively, was even with yellow and gold at 7 percent.
Silver remains exceptionally strong in the Asian countries of China, South Korea, Japan and India. In South Korea silver represents 50 percent of the market, up from 39 percent last year. Silver is top colour with strong growth shown in China as well at 32 percent for 2008, up from 23 percent in 2007. Japan and India report white/white pearl in the top colour position (8 and 24 percent and 17 and 11 percent, respectively) with silver making a strong showing with 28 percent in Japan and 27 percent in India.
“Candy white and tri-coat pearl are extremely popular in most of the Asia Pacific area,” said Emily Hung, DuPont color designer for the Asia Pacific region. “In Japan we see an overwhelming preference for white pearl or white with effect.
“In India and China we see a wide range of colours offered to attract young buyers to compact cars,” Hung said. “Additionally, dark blue metallic is popular and we’re fine-tuning a variety of shades for the region.”
White and black are tied for the most popular colour in Mexico at 20 percent each, with silver at 17 percent and grey at 13 percent. Following these cool-neutral shades, blue shows strength with 12 percent and red follows at 11 percent. Neutral spaces dominate Brazil with silver (31 percent), black (25 percent), grey (16 percent) and white (11 percent). Red is the most popular chroma color with 8 percent of the market.
What to Watch - from the DuPont “Time For Colour” Trend Show“Time for Colour” is the theme of this year’s DuPont global color trend forecast for the auto industry. Time is an important factor in the evolution of colour. Consumers are increasingly focused on individuality, expressive car designs, small vehicles and fuel economy. These elements require innovative shades for a futuristic view of technology as it evolves. DuPont presents its annual trend show to automotive designers globally to showcase new trends, colour availability and the new coatings technologies available to the market.
“Of the many environments that surround you, the colour of your clothing, your home and your car is very personal,” said Eiseman. “As I state in my book, More Alive With Colour, each of us has an affinity for various hues that appear at distinct times of day. DuPont has captured the essence of colour and light that really expresses your personality and comfort level.”
This year’s show highlights four themes to set the pace for future colour trends: morning, midday, evening and night. The morning group deals with the pale and purist colours, responding to the development of ecological concepts with highly aesthetic demands. Mid-day colours underline the personal character of vehicles. They are vividly coloured, optimistic in appearance and enrich the growing small car market in a highly innovative way. The evening group is very emotional, creating a highly individual collection in the mid-colour range with multicolour effects and unusual shades. There is enough time to dream in the night group which contemplates harmony in times of changing values and traditions. Deep tinted dark colours with illusionist luster and brilliance ensure premium road versions.
Various areas of lightness and hue also are timely in their arrival. Some solid metallic versions with a hint of colour offer a modern alternative to silver, formerly an enduring color choice. Awareness and adoption of “green” technology and environmentalism also have influenced colour trends in this year’s show bringing colours that are soft or water-like in nature. Continued emphasis on the automotive market brings attention to new colour areas. The demand for brilliant, chromatic colours is expected to grow across global markets. It is once again, “Time for Colour.”
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