2005 DuPont Automotive Color Popularity Report Finds Technology Drives Broader Palette
TROY, Mich., Nov. 29 -- Silver's six-year reign as the top vehicle color choice worldwide is being challenged by gray, now infused with an array of colors, and a stronger, bolder blue. DuPont Automotive's new 2005 Color Popularity Report shows the trend toward mass personalization is upon us as a growing number of vehicle buyers indulge an increasing appetite for true color.
"The auto market is further pushing the envelope in color, recognizing that as many as 40 percent of consumers are likely to switch brands if they can't get the color they want," said Karen A. Surcina, color marketing and technology manager for DuPont Automotive Systems.
To help freshen and explore color opportunities through 2009, DuPont developed 100 new colors -- even a coating technology that glows in the dark for safety -- to present to automotive designers, under the theme "Appetite for Color."
"Advances in technology have allowed us to offer a much wider variety of colors and finishes than ever before," Surcina said. "And, in a reverse from the past, the automotive market is inspiring other markets' color choices, especially with its metallic and special effect finishes."
DuPont is the world's leading supplier of color coatings to the automotive industry. In the United States, DuPont coatings are featured on eight of the top 10 selling vehicles.
For the 53rd year, the DuPont Automotive Color Popularity Report captures the top vehicle colors offered by the world's automobile manufacturers, as chosen by consumers. The annual report is the industry's authoritative baseline for analyzing and predicting vehicle color trends by world regions as well as model type.
Silver is Not Ready to Concede Defeat
Even as it wanes, silver's six-year reign as the world's most popular vehicle color is not yet over. Silver -- which embraces many finishes, such as stainless steel, chrome and platinum -- remains the emblematic color of new technology design and opulence.
"The mind thinks of silver as a precious metal, like gold, but more attainable," said award-winning color expert Leatrice Eiseman. "For example, Swarovski crystals are very hot right now and their influence is everywhere. Silver glistens, glimmers and sparkles. There's just something about the appeal of opulence."
Gray Gets Colorful While Black and Blue Strengthen
While silver has declined in popularity in favor of chromatic shades it also is giving way to medium-dark gray. Significant 5 percent gains were seen in 2005 for gray in complex formulations that show an infusion of a variety of colors.
"Gray is branching out of silver," Surcina said. "Silver is brighter; it's a technology-driven color. Gray is a fresh version of silver, and we're seeing it infused with green, blue or even purple."
Black, often with metallic effects, also strengthened as the second most popular color in Europe and tops among luxury vehicles there. Over the next few years, jet black will increasingly be replaced with black metallic in North America. DuPont advances in scratch-resistant clearcoats will further make metallic black a top color choice.
"The importance of luxury is still represented by classic colors, such as black and silver," said Eiseman, author of "The Color Answer Book" (Capital Books, Inc., Sterling, Va.). "Black never goes away. It's so symbolic; it's sophisticated, elegant, classic, safe, dependable and classy."
In North America, blue is coming on strong with significant gains in the luxury, intermediate and compact/sport vehicle categories.
Overall, with minor shifts, blue, red and light metallic brown held the gains reported a year ago as startling yellows and oranges rounded out the top 10 colors in niche roles.
Color Trends to Watch for 2006-09
Consumers are demanding more choices in color in all areas of their life, including their vehicles. "Over the past few years, many buyers concerned about resale value stuck to safe colors, such as silver -- although silver also represents technology and the future," Surcina said. "Now, consumers are ready to make a change, starting with infusions of color into neutrals."
To anticipate color trends, DuPont watches key indicators such as home and clothing fashions and consumer electronics. DuPont experts also participate in professional design organizations. The 2005 data collected by DuPont suggest the following trends:
* Silver crossing over to new color spaces using tints of cool blue and green or warm, light brown metallic effects.
* No longer just gunmetal, gray will be infused with more hues in red, blue and purple.
* Stronger, chromatic color will be seen in light, medium and dark blues that are becoming particularly popular across vehicle segments. Warmer reds will cross with orange to create new color spaces.
* While deep brown has been periodically chosen as a luxury fashion color, new color highlights and grayed-off effects may finally push the color's attractiveness for more vehicle models by the year 2009.
All this, plus the increasing acceptance of bright yellow and orange, shows the move toward mass personalization is here. And as smaller, more efficient vehicles gain market share, the need for colors that stand out will be even more apparent. Consumers are more discriminating and their appetite for color is increasing. They are proud of their vehicle choices and they want to be seen in distinctive colors, according to DuPont's Surcina.
This is especially true for younger consumers. "Young people today are less rule-bound than their parents and grandparents were," said Eiseman, who heads the Eiseman Center for Color Information and Training and is executive director of the Pantone Color Institute. "For them, fun equals vibrant colors and capturing attention."
DuPont Science for Improved Productivity, Sales - and Environment
New technology is at the heart of creating new, durable colors and effects that are more efficient to apply yet command a higher price for a vehicle finish at the retail level. For example:
* New pigments: New pigment combinations, including those that create a hue-shift based on the viewing angle, will allow greater freedom for creating new, distinctive color spaces. "As tastefully selected colors become more varied, we'll continue to move toward mass customization," Surcina said. "The chemistries of these new pigments and topcoat formulations work together to deliver the durability today's consumers demand in their vehicle finish."
* Expanded finish choices: Metallic and other finish effects are expanding. From conventional aluminum in coarse or fine particles to newer mica options, auto designers and stylists have more freedom to express unique effects in line with vehicle brand character. "There is a lot of thought put into the character of a brand, including how it relates to the finish on a particular vehicle," Surcina said. "Red isn't red on every vehicle. The shades and the names of the colors reflect the statement the vehicle is trying to make."
* Improved coatings: DuPont pioneered the first tri-coat finish, including basecoat, translucent mica pearl and clearcoat, using only one pass through the bake oven. Today, this novel award-winning wet-on-wet paint application technology has enabled economical two-tone paint jobs. Soon, a new "DuPont 3-Wet EcoConcept" technology could consolidate paint application lines for greater productivity and lower cost with major environmental benefits.
* Novel applications: DuPont keeps expanding what is possible to reduce paint line emissions while increasing the durability of coating systems. DuPont SuperSolids technology replaces solvent with up to 90 percent solids content for protective clear coats that not only dramatically reduce Volatile Organic Compounds (VOC) emissions but also improve scratch and mar resistance by more than 60 percent. This technology won the U.S. EPA Clean Air Excellence Award in 2003.
Industry and Technology Help Drive Appetite for Color
Consumers are drawn to the "travel of the color" as the automobile's finish appears to move with the curves of the car and changes in different light and viewing angles.
"Color just doesn't remain static. When you see moving colors, you see every nuance of every color," said Eiseman, a chairholder at the Color Marketing Group. "We can't resist an undulating surface as we slip from one color to another. We're so drawn to it. It's so appealing."
Eiseman credits much of the new appetite for color in a broad array of consumer goods to the auto industry. "It is driving the technology that makes all of this possible," she said. "It is making color more desirable, more and more sophisticated. There is a trickle down from an expectation and taste on the part of the consumer. What we want in our automobiles, we want in other areas of our life, too, like clothing, appliances and consumer electronics."
Niche Colors Evoke Emotion
As the automotive market has embraced improved technology, it has pushed the envelope in color. Auto manufacturers are offering more niche colors, which have the potential for high impact on vehicle sales. "A bright yellow might be used to make a bold statement for the entrance year of a new vehicle," Surcina said. "Or you might see a subdued purple on a luxury vehicle or a vibrant color on an SUV or small car."
The infusion of color into neutrals offers a new twist on the same color. For example, a white metallic tri-coat finish gives a luxury car a pearlescent boost while remaining dignified, while a red tint coat on an intermediate vehicle creates a higher impact.
Consumers attach emotion to their color choices. Just within the past few years, many buyers have focused on resale value. Silver has been an emotional choice because it represents technology and the future but it's also a "safe" color. Consumers are ready to make a change.
Function and Aesthetics - 2006 DuPont Momentum Design Show
Driven by science and built on a tradition of innovation, DuPont offers an extensive materials palette to inspire designers with solutions that combine performance with aesthetics.
This semi-annual offering along with that of INVISTA Interiors has been packaged into a three-dimensional experience that can be brought to any design staff for the purpose of inspiring next-generation products and differentiated design.
This year's presentation, Momentum, will explore 12 major trends that are shaping our world relative to advanced materials -- from coatings and polymers to performance fibers, from films and membranes to decorative surface treatments. Momentum offers new ways of experiencing product attributes, including more than 50 different material application samples and a hands-on exploration of ideas toward the creatively inspired design solutions that will address designers' next creative challenge.
DuPont is a science company. Founded in 1802, DuPont puts science to work by creating sustainable solutions essential to a better, safer, healthier life for people everywhere. Operating in more than 70 countries, DuPont offers a wide range of innovative products and services for markets including agriculture, nutrition, electronics, communications, safety and protection, home and construction, transportation and apparel.
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2005 DUPONT AUTOMOTIVE INTERNATIONAL COLOR POPULARITY SURVEY RESULTS
By global region
Numbers reflect the percentage of vehicles manufactured during the 2005 model year in North America, South America, Europe and Asia. Percentages are rounded.
North America Europe
Rank Color 2005 2004 Rank Color 2005 2004
1 Silver 18% 18% 1 Silver 29% 30%
2 White/White Pearl 17% 16% 2 Black 21% 17%
3 Gray 15% 10% 3 Gray 16% 11%
4 Blue 12% 11% 4 Blue 15% 16%
5 Black 11% 11% 5 White/White Pearl 6% 8%
6 Red 11% 14% 6 Red 5% 7%
7 Light Brown 9% 11% 7 Green 3% 3%
8 Green 4% 5% 8 Light Brown 3% *6%
9 Yellow/Gold 2% 2% 9 Yellow/Gold 1% 1%
10 Others 1% 2% 10 Others 1% 1%
* All browns were combined in 2004
South America Asia
Rank Color 2005 2004 Rank Color 2005 2004
1 Silver 25% 31% 1 Silver 30% *37%
2 Black 21% 15% 2 White/White Pearl 24% 16%
3 Gray 13% 15% 3 Black 13% 13%
4 White/White Pearl 13% 16% 4 Gray 12% *--
5 Red 11% 8% 5 Blue 9% 13%
6 Blue 8% 7% 6 Red 4% 9%
7 Light Brown 5% 4% 7 Green 3% 4%
8 Green 2% 3% 8 Yellow/Gold 2% 1%
9 Yellow/Orange 1% 1% 9 Light Brown 1% 2%
10 Others 1% -- 10 Others 2% 5%
* Silver and gray were combined
in 2004
2005 DUPONT AUTOMOTIVE COLOR POPULARITY SURVEY RESULTS
By vehicle market - North America
Percentages are rounded by main color families relative to vehicles manufactured during the 2005 model year in North America.
Luxury Intermediate
Rank Color 2005 2004 Rank Color 2005 2004
1 Silver 20% * 1 Silver 21% 24%
2 White/White Pearl 18% ** 2 Gray 14% 11%
3 Black 16% 12% 3 Red 13% 12%
4 Blue 13% 9% 4 Light Brown 12% 17%
5 Light Brown 10% 11% 5 Blue 11% 6%
6 Red 7% 9% 6 White/White Pearl 11% 13%
7 Yellow/Gold 6% 4% 7 Black 10% 9%
8 Green 5% -- 8 Green 4% 5%
9 Gray 4% * 9 Yellow/Gold 3% 1%
10 Others 1% < 1% 10 Others 1% 2%
* Silver and gray were combined in 2004 (26%).
** White (12%) and White Pearl (17%) were separate in 2004.
Compact/Sport Light truck/SUV
Rank Color 2005 2004 Rank Color 2005 2004
1 Silver 20% 20% 1 White/White Pearl 21% 20%
2 Gray 17% 8% 2 Gray 17% 10%
3 Blue 16% 13% 3 Silver 16% 16%
4 Black 14% 13% 4 Blue 12% 12%
5 White/White Pearl 10% 9% 5 Red 11% 14%
6 Red 9% 17% 6 Black 10% 12%
7 Green 6% 4% 7 Light Brown 7% 9%
8 Light Brown 5% 9% 8 Green 4% 5%
9 Yellow/Gold 1% 4% 9 Yellow/Orange 1% 1%
10 Others 2% < 1% 10 Others 1% 1%
DuPont paints the top sellers
The popularity of DuPont Automotive's finishes is proven as DuPont provides the finishes for eight of the top 10 selling vehicles in the United States.
Rank Model 2005 units*
1. Ford F Series 749,094
2. Chevrolet Silverado 599,578
3. Toyota Camry 368,672
4. Dodge Ram Pickup 343,898
5. Honda Accord 319,375
6. Toyota Corolla/
Matrix 292,296
7. Honda Civic 257,749
9. Chevrolet Malibu 217,582
*Sales figures are for the first 10 months of 2005
Source: Ward's Communications