When consumers pay attention to an ad for a product they want, they are noticing style and features. They’re imagining themselves owning that product. And, when it comes to automobiles, marketers can play to consumer aspirations by displaying a picture or video of a vehicle in a favorite color.
PPG, an automotive coatings provider, tracks the popularity of various colors for vehicles. This year, consumers must be feeling pure because white is the top vehicle color, globally, with 25% of the market share. Here’s what North American consumers want for vehicle colors:
- White 21%
- Black 19%
- Gray 17%
- Silver 15%
The study also found some correlation between vehicle style and color. For example, sports cars are mostly painted red or blue. Consumers in the minivan market are most likely to be going for the gold and beige color group. Luxury vehicles are coated with gray (57%) but special finishes like black metallic and white pearl, which increase color depth, are popular. SUV buyers may be the ones who encounter the best mix of colors on the lot with a good balance of white, black, blue, red and gray available for purchase.
Analysts believe that more vehicles, especially sports cars, will be available in blue next year. Looking further out, PPG is promoting new palettes for manufacturers to consider for the 2016–2017 models. The new hues range from Mosiac which emphasizes “artisan patterns, shapes and prints” and will be available in colors like metallic orange, to New Spirit, reminiscent of the desert sun and available in “an intense yellow.”
To learn more about psychographics and purchase intent by brand, check out the AudienceSCAN reports available on the Research Store at ad-ology.com.