WILMINGTON, Del. -

If the 2011 DuPont Automotive Color Popularity Report is any indication, it might be a wise idea for dealers to stock several white and silver vehicles on their respective lots.

Surpassing longstanding rivals black and gray, DuPont revealed Thursday that white/white pearl joined silver at the top of the world color ranks in this year’s report, thanks to a substantial increase in global popularity.

Officials recapped that last year, white/white pearl tied for third with gray in the world color ranks with just 16-percent share. But white’s ongoing popularity in North America — combined with a surge in popularity in Europe, China, Korea, South America and South Africa — helped it increase its position this year to 22 percent globally.

Black and gray dropped to third and fourth, respectively, in this year’s report with red and blue strengthening and holding positions in fifth and sixth place.

The top global vehicle colors in DuPont’s report are as follows

1. White/White Pearl and Silver: 22 percent
3. Black/Black Effect: 20 percent
4. Gray: 13 percent
5. Red: 7 percent
6. Blue: 6 percent
7. Brown/Beige: 5 percent
8. Green: 2 percent
9. Yellow/Gold: 1 percent
10. Others: 2 percent

“While white/white pearl has historically been a popular color for vehicles, we’ve seen a bigger shift in its popularity this year than DuPont expected,” explained Nancy Lockhart, DuPont color marketing manager.

DuPont acknowledged that silver and black have long been recognized in the top three for color popularity. However, in the past few years, the company determined that white/white pearl has been steadily growing in popularity outside of North America.

This year, white jumped by more than 4 percentage points, according to Lockhart.

“There has been increased consumer acceptance for white, and our OEM customers are meeting consumer demand for the clean look it brings to vehicle design,” Lockhart surmised.

“Silver and black were once the top colors of luxury, but white has increased in this area,” she continued. “The overall trend for casual luxury has spread to numerous vehicle types. The expectation to have a luxurious feel to the vehicle is globally sought. Classic white and pearlescent white effects are inspiring luxury design."

The report — which is now in its 59th year — also includes automotive color popularity rankings and regional trends from 11 leading automotive regions of the world.

DuPont offered a deeper breakdown by global region.

North America: White/White Pearl Continues Its Lead

DuPont found that white/white pearl — with 23-percent market share — dominated North American vehicle colors for the fifth consecutive year, led by the truck/SUV segment with 29 percent.

The intermediate/CUV segment showed white to rise from 16 percent last year to 18 percent this year.

The report indicated that black/black effect captured 18 percent in the region and led popularity in the luxury vehicle segment, while black effect continues to increase over solid black on luxury segments.

Findings showed silver decreased with 16-percent share overall in the region, but continued to lead the compact segment in North America with 20 percent.

Officials pointed out gray had 13 percent of the market and was in fourth position across all segments, and red maintained its fifth place rank with 10 percent of North American market share overall.

DuPont also noted high impact colors of bright blues and yellows with tempting hues of brown/beiges and greens continue to fill the region with colorful choices.

Europe: Luxury Segment Continues to Be Dominated by Black

In Europe, DuPont determined black/black effect continued its popularity with a 25-percent share, led by the luxury/luxury SUV segment with nearly 40-percent segment share. The company said black/black effect has maintained its leadership in the region since 2007.

“DuPont expects this trend to continue in the near future, especially regarding black effect,” the company reported.

Officials indicated white/white pearl made a surprising surge of about 5 percentage points over last year to reach a 20-percent share, which is primarily because of the popularity of solid white across all model segments.

“White also is seen as inspiration for the ecological megatrend in Europe, because it represents modern minimalism and future technology,” surmised Elke Dirks, DuPont color designer for Europe.

“This trend also resulted in a considerable increase in white/white pearl in the luxury segment,” Dirks explained.

DuPont noted gray (18 percent) and silver (15 percent) decreased in popularity this year, and blue rounded out Europe’s top five colors with 7 percent of the vehicle market.

Silver Tops in China, South Korea; Japan Led by White/White Pearl

DuPont’s report showed silver topped the Asia Pacific region overall with a share greater than 25 percent share.and repeated its No. 1 position again this year in China and South Korea.

Officials said white/white pearl was second overall in the Asia Pacific region with slightly less than 25 percent of the market, led by Japan and India, where it ranked as the No. 1 color in those countries.

In China, findings indicated silver topped the market with a 26-percent share, though it fell 7 percentage points from last year.

Officials found black/black effect was No. 2 in China again this year, but dropped more than 9 percentage points, as blue has increased in the small-car segment and other colors are more widely used for vehicles in China.

“The decrease in black is evident as blue shows increased usage in the small car segment and other colors are more widely used,” officials explained.
Japan’s color popularity was led in this year’s report by white/white pearl with 26-percent share, down from 28 percent a year ago.

Black/black effect also saw a decrease to a 20-percent share, but it overtook the No. 2 spot from silver, which ranked No. 3 in this year’s report at 19 percent.

Blue (9 percent) and gray (9 percent) completed the top five in Japan with gray increasing 4 percent over last year.

“In the Asia Pacific region, we are seeing color trends shift to nature and the environment with the color blue,” said Kumiko Ohmura, DuPont color marketing manager for Asia Pacific.

“We’ve seen a decrease in black, as blue increased in the small car segment and other colors are more widely used in all segments,” Ohmura continued.

In South Korea, DuPont indicated silver represented nearly 30 percent of the market this year, followed by white/white pearl at 25 percent.

Black/black effect slipped to third position in South Korea with a 15-percent share, down 9 percentage points from last year.

In India, officials determined that light shades continue to top the charts, with white representing 28 percent of the market, silver following closely with 27 percent and gray in third position in the country with a 9-percent share.

South America, Brazil: Silver Tops Vehicle Color Choice

DuPont revealed silver led the South American market with a 30-percent share and also was the color of choice in Brazil.

The second most popular color in South America, black/black effect, represented 19 percent of the region and white/white pearl was third in the region, with 17 percent of the overall South America market and similar share in Brazil.

White/White Pearl Tops South Africa; Russia Prefers Black

In two other noteworthy locations, DuPont found South Africa had the world’s highest market share of white/white pearl of any region or country analyzed in this year’s report with those vehicles representing a 40-percent share.

Silver followed, with nearly 22 percent market share, and black/black effect rounded out the top three with nearly a 12-percent share.

In Russia, officials said black/black effect is the most popular vehicle color with more than a 23-percent market share.

Silver ranked second at a little more than 22 percent and white/white pearl represented nearly 15 percent of the market.

Of note, the report showed green captured 7 percent of the market in Russia. And though its share decreased from last year, it is still more than any other region included in the DuPont report.

DuPont Explains “Sense of Color”

In addition to its 59th Global Automotive Color Popularity Report, DuPont developed an annual color trend analysis to share with the world’s leading automakers as they seek to develop color palettes for future vehicles.

This year’s findings titled, “Sense of Color,” showcase the emotions and dynamics of color.

“The senses play an important role in understanding if a color is loud or quiet, powerful or somber, exotic or sophisticated,” officials explained.

“DuPont Performance Coatings demonstrates the influences of colors by how tasteful, touching reminiscent or calming a color will react with consumer preferences and moods,” they added.

The 2011 DuPont trend show is segmented into four groups, as follows:

—Déjà vu: The colors in this group are intense and meaningful as DuPont remembered similar versions of these colors from the past.

“Rich greens and reds like ‘Green Velvet’ and ‘Flashback’ are historic colors that symbolize thoughtfulness, heritage, comfort and stability,” DuPont explained.

“New sparkling effects and intense colors bring a modern fit to white and dark red,” the company continued. “Modern shades of gray and beige bring relevance and quality to the hues, favorites for a mature market and exclusive vehicles.”

—Sound of Silence: Although the colors in this group are slightly muted and quiet, officials think the calming colors featured in this group are determined to make their mark.

“The eco-friendly hybrids and energy-efficient technologies are thought provoking inspirations for the future,” DuPont surmised.

“In this group, color is influenced by nature’s palette and the fast-growing world of technology,” the company continued. “Sophisticated metallic, soft hues ‘Crescendo’ and ‘Silent Auction’ and earthy tones ‘Minor Gamut’ and ‘Speechless’ coexist in this group, and its dynamic make-up is a natural trend for global consideration.”

—Touch of Blue: DuPont explained this group focuses on the intense emotional attributes of color inspired by the environment.

Home accessories and interior design inspire some of the bright and rich blues in this group. Fashion inspires this group, as well, particularly in the pale blue and grayish undertones.

“The sense of familiarity and dramatic impulses of the light metallic and chromatic hues make this group popular among all vehicle segments, which includes contrasting sober shades like ‘Tactile Teal’ and ‘Tickled Blue,’” officials noted.

“DuPont has tracked blue trends in all markets, including automotive to best new style spaces for the automotive segment. This demand is expected to grow as the global focus on blue increases,” they added.

—Matter of Taste: DuPont pointed out the exaggerated and unusual colors featured in this group offer a creative menu of colors that spotlight international flavors.

“Powerful shades of yellow, green, pink and purple bring excitement to a fearless group of colors,” officials insisted.

“Caramel, tangerine and other savory colors are eye-catching and perfect for new vehicle launches, brand colors, concept vehicles, limited editions and the aftermarket,” they went on to say. “They put the individual taste of the driver at the forefront and include colors ‘Sweet Caramel’ and ‘Berry Fusion.’”