White Hot
Silver loses its long-held top spot as the most popular car color.
by Althea Chang provided by: Forbes Autos
After seven years wearing the color crown, silver has been dethroned.
For the first time this century, more white cars were manufactured in 2007 than those in any other color, according to DuPont’s most recent color study.
In North America, 19 percent of vehicles manufactured in 2007 were either white or "pearl white," which is white with an iridescent or metallic sheen. Eighteen percent of 2007 vehicles were silver, and 16 percent were black, including black with metallic effects.
White has also taken a decisive lead in other countries, including Japan and Mexico. In Europe, however, black was far and away the top color. See the charts below for the full breakdown.
White had an even stronger showing among luxury cars, where it made up 22 percent of vehicles manufactured in 2007 (5 percent of those were pearl white) and tied with the color black. Silver was the next most common color for luxury cars in 2007, at 20 percent. "Our report is based on quantities of paint sold to OEMs [original equipment manufacturers], production data they share with us, and other sources,” says DuPont spokesperson Rick Straitman.
The color white is increasingly dominant, not just in the auto industry, but in home furnishings, fashion, consumer products, and industrial design, says Leatrice Eiseman, director of the Pantone Color Institute.
White was the most popular color among Chevrolet and Ford buyers, according to J.D. Power and Associates' Power Information Network, which tracks consumers’ buying habits. Dodge buyers preferred red, while BMW, Cadillac, Lexus, and Mercedes-Benz buyers gravitated toward black.
White is also a popular color for so-called fleet vehicles, which are cars and trucks used commercially, such as by power companies and rental agencies, says Global Insight analyst John Wolkonowicz.
Despite white's victory in 2007, silver will still likely be the dominant color on the roads for some time. "Given silver's popularity over the past seven years and the fact that it is still a popular color choice, you should expect to see a high number of silver vehicles on the road for the coming years," says Karen Surcina, color marketing and technology manager at DuPont.
Considering that the average vehicle is on the road for 13 years, according to U.S. Department of Transportation estimates, it could take a decade or more for silver cars to start thinning out, and that’s only if the color decreases in popularity. "When silver first came on the scene [in the mid to late 1990s], it was a high-tech color that corresponded with people's interest in technology and the future," Surcina says. Then the tech bubble burst and the economy started to suffer. As time went on, silver became a “safe” color that consumers could opt for and not worry about it standing out too much, or turning off potential buyers when it came time to resell their vehicles.
Even if white continues to swell in popularity and sparkling particles give the color new life, the trends may not be seen on highways and in driveways for some time. "While palate-cleansing white is expected to usher in a new era in car colors and iridescent paints, and sparkling mica particles and unusual effects are gaining popularity among more adventurous types, most car buyers are still sticking with safe colors like silver and black,” says Christopher Li, industry analyst at the Power Information Network.
