White Gains Favor in Early 2013 as Popular Vehicle Exterior Choice

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Tyson Jominy

The Great Recession is over* and the U.S. economy’s slow but reasonably stable return to health may have had a slight impact on the change in exterior color choices among new-vehicle buyers. Neutral color choices still dominate: black, white, silver and gray. But white has gained favor from a year ago, at the expense of other choices—especially in the premium or luxury sales mix.

Although black (21.6%) remains the most popular exterior paint color choice for all model-year new vehicles purchased in the first four months of 2013, white (20.8%) has made inroads this year in comparison to the same 4-month period of 2012, according to Power Information Network® (PIN) retail transaction data** from J.D. Power.

More than one in five new vehicles purchased or leased in the first four months of 2013 was black, and the same was true for white vehicles. However, the percentage of black new vehicles dipped 1.0 percentage points from 22.6% a year ago, while the percentage of vehicles selected with white exteriors rose by 1.5 percentage points from 19.3% in the first four months of 2012. Continue reading ›

Owners of Black Vehicles Most Loyal to Black Paint Color

We did some analysis of our Power Information Network® (PIN) retail transaction data to find out what color vehicles buyers are trading in for their new vehicles and discovered some interesting results. We already knew that black continued to be the most popular color choice for new vehicles in 2010, but we also found that owners of black vehicles were the most loyal to black as an exterior color choice for their new vehicle.

Grace Hamulic

More than one-third (36.4%) of black vehicles were traded in for a new one of the same color in 2010. We also found that it was an even higher percentage than in 2009, when 34.6% of those customers trading in a black vehicle purchased or leased another one.

Loyalty to White and Gray Also Increases

Buyer loyalty to white vehicles also was high—second only to black. In 2010, nearly one-third (32.9%) of those owners or lessees who traded in a white vehicle traded for another of the same color, up from 31.1% in 2009. Continue reading ›

Black Gains Ground as Most Popular Vehicle Color in US Market

Grace Hamulic

Black was the most popular exterior color choice for all new model-year vehicles purchased or leased during 2010, according to Power Information Network® (PIN) retail transaction data from J.D. Power and Associates. Below are highlights from J.D. Power analysis about some of the more recent car and light-truck color selection trends collected from retailers across the country by PIN this year in comparison to trends in 2009:

Younger New-Vehicle Buyers Paint it Black

To start with, more than one of every five (21.9%) new vehicles purchased or leased in 2010 was black, up 1 percentage point from a year ago, when 20.9% of new vehicles purchased or leased had black exteriors. PIN data also indicates the average buyer age of a black vehicle was 45 years old—the youngest average customer age for all color choices during the past year. Black vehicles sold in an average of 49 days this year, much faster than the 71-day retail turn rate* in the previous year.

Silver Remains Popular, But Loses Luster

Silver, which was the dominant color choice in the new-vehicle sales mix for more than 7 years (through 2007), was the second-most-favored color this year, and continues to wane in popularity, accounting for 17.6% of new vehicles purchased or leased in 2010. In 2009, 18.3% of vehicles purchased were silver. Silver new vehicles remained on dealer lots an average of 54 days before being sold in 2010, compared to 79 days in 2009.

The current average buyer age for a silver vehicle is 50 years old, which may be due to the fact that many premium model buyers select silver as their color choice. Continue reading ›

Black Remains Most Popular New-Vehicle Color Choice; White, Gray Gain Share

“Paint It Black” is not just the name of a ’60s song by The Rolling Stones. Black also continues to be the most popular exterior color choice for all new model-year vehicles purchased or leased in the first 8 months of 2010, according to Power Information Network® (PIN) retail transaction data from J.D. . . . Continue Reading Black Remains Most Popular New-Vehicle Color Choice; White, Gray Gain Share