Thursday, June 17, 2021
News 88 Percent of Buyers Say Colour Key in Buying Decisions

88 Percent of Buyers Say Colour Key in Buying Decisions

Paint is important, as it turns out

  • A third would switch manufacturers just to get the right shade

  • Buyers pick boring colours, but it’s very important to them


What’s in a colour when it comes to your new vehicle? A lot, says a new study, which reveals that colour is a key factor in a whopping 88 percent of vehicle purchasing decisions.

The study from automotive paint and powder coat supplier Axalta is the latest in a series of looks at paint preference by owners in the four largest auto producing countries in the world. More than 4,000 participants from 25 to 60 in the US, China, Germany, and Mexico participated.

“The psychology of colour is a powerful influencing factor in automotive purchasing decisions. Frequently, colour reflects the personality of the vehicle owner,” said Nancy Lockhart, Global Color Manager, Mobility Coatings at Axalta. “What’s interesting is that elegance, stability and positivity were predominant colour characteristics desired by respondents surveyed.”

In China, 99 percent of respondents said colour was important, with white and black the preferred colours. 64 percent said they would change manufacturers if they couldn’t find the colour they wanted. 83 percent of Germans said it was important, with black the preferred colour and blue number two.

In Mexico, 90 percent said colour was a key factor, with buyers there preferring red. 40 percent said they’d switch manufacturers toget the right colour, and buyers there said that red “reflects an elegant personality.”

Axalta 2021 Colour Survey| Photo: Axalta

In the US, 79 percent of buyers said colour was important, with nearly half saying it was very or extremely important.

Other insights from the US put black as the most popular colour with 30 percent preferring it. White, blue, and grey were also close for second at 15, 14, and 13 percent. Brown, yellow, and orange were the lowest on the list, all with just 1 percent calling those shades their favourite.

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