2019 Automotive Color Trends: White Leads

BASF's 2019 Automotive OEM Paints Color Report shows white maintaining its lead despite decline. According to the report, the overall color distribution in automobiles is also reflected in the SUV segment. However, smaller vehicles are more colorful. According to the results of BASF's 2019 Automotive OEM Paints Color Report(*), white automobiles outnumber other colors on the roads of the United States, Europe and Asia. According to the report, approximately 39% of all automobiles produced globally are painted white. Although white is the most popular color in every region, there are significant differences in regional distribution. In Asia Pacific, approximately one in two vehicles is white, while in North America and EMEA, approximately one in three vehicles is white. According to BASF's 2019 Automotive OEM Paints Color Report, other achromatic colors—black, grey and silver—are the most popular colors after white. This trend also applies to SUVs, the most popular automobile segment overall. However, the report emphasizes that the world is not only black and white, noting that 22% of new vehicles worldwide in 2019 were painted with chromatic colors. Approximately 9% of globally produced vehicles were blue and 7% were red. In small automobiles and smaller vehicles, there is a higher likelihood of a color explosion. Apart from blue and red, particularly in the Europe, Middle East and Africa (EMEA) region, brown and beige shares are increasing in small automobiles. BASF's designers use unique pigments, effects and other innovations to create deep and bright tones in this direction.

EMEA: White declining, grey growing and beige surprises

With a 77% share, achromatic colors continue to dominate the roads in the EMEA region, although white automobiles, the generally most popular color, show a slight decline in share. While the popularity of silver is decreasing, grey continues its success story with a 20% market share. The share of the chromatic segment shows a slight increase, and approximately one in four automobiles in Europe has a chromatic color. Within this segment, blue leads with an 11% share and ranks first in color diversity with approximately 160 different shades. The report highlights beige with a 2% share for the first time in a notable way. Mark Gutjahr, Head of EMEA Automotive Color Design, stated: "The need for softer and pleasant surfaces is causing an increase in the popularity of beige color. However, it needs to be modern and appealing to be accepted by the end consumer." Effects are an important design element because they emphasize an automobile's shape and provide a special appearance. Therefore, within the scope of the evaluation, an in-depth examination of effect colors was conducted. Particularly dark-colored paints were commonly used together with effect pigments. White tones dominate as solid colors. Additionally, the analysis in the BASF report shows that effect colors have a high share within the chromatic color palette.

North America: White still in first place, but conditions are changing

Achromatic colors clearly have the highest share on North American roads, and white, black, silver and grey account for 77% of the market in line with global trends. However, compared to the global trend, white, the most popular color, accounts for only 29% of the overall distribution, resulting in a more balanced color distribution. The North American market is also transitioning from warm white colors with yellow undertones, particularly in luxury and electric vehicles, to cooler white colors with bluish undertones and white pearl effects. Additionally, North America is the world leader in pickup truck popularity. As the transition is made from commercial vehicles to luxury vehicles, there are numerous white pickup trucks (38%) and a relatively high red market share of 11%, while also moving toward deep, rich blacks.

Asia Pacific: While individual colors increase, white still dominates the market

While many vehicles in Asia Pacific are achromatic colors, the 77% color share remains unchanged. In this region, nearly one in two automobiles (with a 49% market dominance) is white. This rate is also the highest among all regions. Pearl white is particularly popular. On the other hand, black still has a lower share compared to other regions, but is increasingly attracting attention in sporty and individual applications. The Asia Pacific region typically uses different shades and effects of chromatic colors. Among these colors, blue leads with 7%, particularly in electric vehicles (EVs), while red follows with 6%.

South America: White and red remain the most preferred colors

Among South American consumers, white continues to be the most preferred color with a 39% market share. BASF South America Automotive Paint Director Marcos Fernandes stated: "Initially, in connection with technology from the early 2010s, with the introduction of cell phones and other devices of this color to the market, white, in connection with the cleanliness and purity of air and water and environmental protection, already strengthens its "environmental color" aspect." Other achromatic colors are also among buyer preferences, with 23% choosing silver and 14% choosing grey. Black, which has a 16% market share globally, is less popular in South America with 11%. Among chromatic colors, red continues to win the hearts of South Americans with an 8% market share. Red is followed by blue and beige. Fernandes stated: "Red consistently maintains its presence in sales. It is a vibrant color, associated with sportiness and beauty, and is also a color that retains value during vehicle resale." (*) BASF Automotive OEM Paints Color Report is a data analysis based on BASF Paint Division's global automotive production and paint application data for light vehicles in 2019.