Axalta’s Global Colour Report 2015
Axalta Coating Systems has released its Global Automotive 2015 Color Popularity Report which shows that white continues to increase in popularity and holds onto the top position worldwide.
Since overtaking silver in 2011, white has continued to gain in popularity on all vehicle types.
‘Since 1953, Axalta’s colour popularity data has been an important tool in partnering with vehicle manufacturers to forecast the designs and colour preference that will engage customers in the years to come,’ said Nancy Lockhart, colour marketing manager for Axalta in North America. ‘For the fifth consecutive year, white is the world’s most popular colour. However, we did see some pockets of colour when we looked across regions. Red makes up ten per cent of the South American market, mid-shade blues are significant in Europe and bright blues gained popularity in North America.’
Axalta’s report is the automotive industry’s most comprehensive annual report for 63 years running. A few highlights from the latest edition include:
• Silver levelled out after declining for four years and remains at 13%.
• Blue remained steady over 2014, while other rich colours declined.
• At 11%, no region likes red more. Axalta’s 2015 North America Automotive Color of the Year, Radiant Red, reflects this preference.
• Blue increased in popularity to a total of eight per cent of sales.
• White is the region’s most popular colour; no colour in any region is more popular.
• Silver is the second-most popular.
• The continent shows the highest amount of blue at nine per cent with much interest in sporty mid-shade blues.
• Holding 21 per cent of the market, no region likes black more. Of interest are the luxurious sparkling black shades for intermediate and large cars.
• The region showed a three per cent increase in beige/brown.
• In China alone, white gained in popularity by 19 percentage points.
According to Lockhart, automotive colour popularity provides a valuable look back at how consumer colour preferences changed over time.
‘Axalta’s colour trend forecasting team researches the expected colour preferences of tomorrow,’ said Nancy. ‘The next generation of global automotive colours will offer a variety of colours with highly chromatic bright reds, rich blues and vibrant violets. Niche colours are forecasted on small cars in unique shades of pale blue, green and gold. Warm hues are gaining popularity in earthy tones of green, bronze, red and beige. Finally, cool shades are holding interest in white, grey and black.’