Global automotive color trend analysis 2023

A global analysis of the color distribution of passenger cars in 2023 shows White is still number one, but black gained popularity and captured market share in the global spectrum of vehicle automotive shades.

In its trend research published in the fall, BASF showed that the traditional color palette in the automotive sector has undergone a change. The recently published BASF Color Report 2023 for Automotive OEM Coatings underpins this trend with figures. Achromatic colors as the basis for automotive paints 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.

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 the trend is towards darker shades. These regional differences add a fascinating dimension to the evolving color landscape. Chromatic shades, on the other hand, remained stable without a 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.

The achromatic shades - white, black, gray and silver - gained two percentage points in the Europe, Middle East and Africa (EMEA) region. Car buyers switched from the lighter shades of white and silver to the darker shades of black and gray. Premium cars had more effect pigments than entry-level and mid-range cars, demonstrating the depth and creativity that can be achieved with color tones.

When choosing colors, European customers have country-specific preferences. Germany favors blue (11 %), Spain and the UK prefer red and orange (approx. 9 %), France likes green (6 %) and Italy loves all colors. The proportion of chromatic colors there is the highest of all five countries (30%). "Although the 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."

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."

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."

South America has historically had a conservative approach to color and in 2023 was strongly leaning towards achromatic hues. A total of 86% 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."

With the BASF Color Report for Automotive OEM Coatings, BASF's Coatings division presents a global analysis of the color distribution in passenger cars in 2023. (OM-1/24)