Colour is Key: Axalta survey reveals colour was key factor in 88 percent of vehicle purchases

Philadelphia, Pennsylvania — A recent survey conducted by Axalta shows that colour plays a huge role when consumers look to purchase a vehicle.

More than 4,000 participants aged 25 to 60 in four of the largest vehicle-producing countries – China, Germany, Mexico and the US said that colour was a key factor in 88% of purchasing decisions.

“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 colour manager, Mobility Coatings at Axalta. “What’s interesting is that elegance, stability and positivity were predominant colour characteristics desired by respondents surveyed.”

While these participants had a different colour and finish preferences they were able to agree that they heavily influenced their decisions.

Solid effects were the top choice of respondents in the US and China, while German respondents chose pearlescent and Mexico chose coarse metallic and pearlescent as their preferred paint effects.

In China, the preferred colours are white (29%) and black (26%). In Germany 32 percent of participants prefer black, stating it reflects elegance. In Mexico, 90 percent of participants say colour is important, and 22 percent prefer red. Truck owners in the United States are choosing more colourful versions of blue (No. 2) and red (No. 3).

Bolder colours are becoming more popular, according to Axalta.

“It’s possible we’ll see more colours on the road with brilliant effects in the not too distant future,” said Lockhart

For more information about Axalta’s Automotive Color Preferences 2021 Consumer Survey or country-specific survey findings, please visit www.axalta.com/color.


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