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Study: The color of the car plays a central role
Axalta consumer research shows that the vast majority of respondents view vehicle color as a key factor in purchasing decisions. But why? The second most popular color is very surprising.
Study: The color of the car plays a central role
Of the more than 4,000 participants aged 25 to 60 in four of the largest vehicle manufacturing countries - China, Germany, Mexico and the US - 88 percent said vehicle color was a key factor in their purchasing decisions.
"The psychology of color has a significant impact on vehicle purchasing. Color often reflects the personality of the vehicle owner," explains Nancy Lockhart, Global Color Manager at Axalta Mobility Coatings. “What’s interesting here is that the color characteristics most desired by those surveyed are elegance, stability and positivity.”
The study addresses the question of which colors consumers prefer for their vehicles in order to understand possible future trends. While car buyers prefer or desire a variety of colors, individual preferences vary from country to country.
The study also evaluated preferences for paint finishes and color effects. High-gloss finishes are clearly preferred in all markets surveyed except China. In China, the results show an almost even split between high-gloss and matt finishes (48 percent high-gloss versus 52 percent matt). The preferences for color effects in the markets surveyed are not as consistent as the results for preferences in the area of painting. Solid-colored effects are the first choice among respondents in the USA and China, while German survey participants prefer mother-of-pearl colors and in Mexico, rough metallic and mother-of-pearl colors are the most popular color effects.
Results from Germany: 83% of study participants in Germany said color was important to them when buying a vehicle. 63% of those surveyed make the sole decision about the vehicle color, while 37% discuss it with their family during the decision-making process.Blackis from32% of respondents favored itmaking it the top color, while blue comes in second with 16%. German participants see black as a color that reflects elegance, while blue, in their opinion, represents stability. In Germany, just over a quarter of respondents (27%) own a black compact vehicle.