88% of vehicle purchases strongly influenced by color
The Axalta survey showed the important colors for buyers throughout the world
“The psychology of color is a powerful influencing factor in automotive purchasing decisions," Global Color Manager for Axalta Nancy Lockhart said. "Frequently, color reflects the personality of the vehicle owner." And of over 4,000 participants in the US, Germany, China, and Mexico - some of the largest vehicle-producing countries - most would agree. 88% called color a "key choice" for vehicle purchase decisions in an Axalta survey.
In fact, in China it mattered to 99% of respondents. That lowered to 90% in Mexico, 83% in Germany, and only 79% in the US. In almost country, white and black were the preferred colors, which isn't much of a surprise, while red and blue invariably followed. Mexico bucked the trend, with red being the most popular color, and Germans slightly preferred blue over black.
Outside China, the gloss paint that's so popular in the industry right now was preferential by a wide margin. But in China, matte colors were ranked slightly higher. Naturally, solid effects were popular in China, as well as the US. Conversely, Germans and Mexicans would rather have pearlescent or metallic looks.
Ultimately, color is an important trait for a car, although it's worth noting that some bolder colors hold their values better on the used market. Either way, Axalta has the paint experience to know how to make your car look its best.