Achromatic shades as the basis for automotive colors are undergoing a significant change. Although white is still the most common color for small cars, its market share is declining significantly. In contrast, black has gained in popularity and taken market share from white in particular.

North America loves it light, EMEA rather dark

Consumer preferences also differ from region to region. In North America, for example, lighter shades of silver are increasingly preferred over darker shades of gray, while in EMEA (Europe, Middle East and Africa) the trend is towards darker shades. These regional differences add a fascinating dimension to the evolving color landscape.

Chromatic colors, on the other hand, remained stable without any significant change in their overall market share (19%). This category includes colors such as blue, red, brown and beige, which continue to be very popular with customers.

European customers have country-specific preferences when it comes to choosing colors. Germany favors blue (eleven percent), Spain and the UK prefer red and orange (around nine percent), France goes for green (six percent) and Italy loves all colors. The proportion of chromatic colors there is the highest of all five countries (30 percent). "Although achromatic colors are still the most popular, each country seems to have its favorite color in the chromatic range," says Mark Gutjahr, Global Head of Automotive Color Design at BASF. "In every major country in EMEA and in general, we observe a different color distribution. Our customers, the car manufacturers, have given car dealerships a lot of room for individuality and creativity, and car buyers are taking advantage of that."

In North America bright achromatic colors and more effect pigments

As in EMEA, achromatic colors increased by two percentage points overall in North America. After car manufacturers phased out some grey shades, customers chose colors from the lighter range instead, often silver shades, for example. North America had the highest proportion of red cars in 2023 compared to other regions. However, red has not managed to displace blue as the most popular chromatic color in North America. "We are experiencing the same shift as other regions," says Elizabeth M. Hoffmann, Color Designer, North America. "The old standard color palette no longer applies. Lighter shades are becoming more popular and taking market share from gray. Effect pigments are increasingly being chosen to add intensity and excitement to color tones."

Chromatic shades are on the rise in Asia-Pacific

The share of chromatic colors in Asia-Pacific increased slightly compared to 2022 and thus continues to hold a leading position in the new color palette for automotive shades. The popularity of natural shades, especially green, increased. Lighter shades, especially light gray and silver tones, became more popular. One reason for the variety of colors in Asia-Pacific is the many different body shapes. Fresh shades can be seen in electric vehicles, especially in the green and purple range. "As different new vehicles hit the road, a more vibrant color palette naturally follows," says Chiharu Matsuhara, Head of Automotive Color Design, Asia Pacific. "The new car manufacturers producing in Asia want more than the usual range of colors. They want something bold and creative on their new designs, and young customers like these colors."

Most achromatic colors in South America

South America has historically had a conservative approach to color and in 2023 was strongly leaning towards achromatic hues. A total of 86 percent of new vehicles produced in South America were either white, black, silver or gray. This was the highest proportion in this region. The proportion of silver is also highest in South America. With such a market, more and more car manufacturers are opting for effect pigments to accentuate the achromatic colors. Compared to 2022, more vehicles with effect pigments were delivered in all segments. "Colors are no longer just colors. They are experiences," says Marcos Fernandes, Director, BASF Coatings South America. "Whether pearl effects, aluminum flakes or other pigments, the effects catch the eye of the beholder. They add a certain flair that is becoming increasingly popular."