Axalta Automotive Color Preferences 2021 Survey Reveals Colour A Key Factor In Vehicle Purchasing Decisions

Axalta Automotive Color Preferences 2021 Survey

The Axalta annual Automotive Color Preferences 2021 Consumer Survey shows colour was a key factor in 88 per cent of vehicle purchasing decisions among consumers in four of the largest vehicle-producing countries. More than 4000 people aged 25 to 60 from China, Germany, Mexico and the US participated in the 2021 survey.

To understand potential future trends, the survey analysed the colours consumers wanted on their vehicles, with differences shown from country to country.

The survey also explored paint finish and paint effect preferences. High-gloss finishes were preferred by all markets surveyed, except for China where results showed 48 per cent preferred gloss versus 52 per cent who preferred matte. Regarding paint effect preferences, solid effects were the top choice of respondents in the US and China, while German respondents chose pearlescent and Mexico chose coarse metallic and pearlescent.

“The psychology of colour is a powerful influencing factor in automotive purchasing decisions. Frequently, colour reflects the personality of the vehicle owner,” said Nancy Lockhart, Global Color Manager, Mobility Coatings at Axalta. “What’s interesting is that elegance, stability and positivity were predominant colour characteristics desired by respondents surveyed.”

Axalta said the changing dynamics in colour preferences between countries and vehicle types are studied to meet the future needs and desires of automotive consumers around the world.

“The development of unique and new colours that meet the needs of our customers’ brands and consumer preferences is a key factor in understanding market trends,” said Lockhart. “It is exciting to see how bolder colours are becoming more and more popular in the minds of consumers. Reds and blues are clearly rising in preference. It’s possible we’ll see more colours on the road with brilliant effects in the not-too-distant future.”


China: Colour is important for 99 per cent of respondents when purchasing a vehicle. The preferred colours are white (29 per cent) and black (26 per cent). Red and blue ranked fifth and sixth. Sixty-four per cent said they would change manufacturers if they didn’t find their preferred colour. Ninety-three per cent of respondents were the sole decision-maker of the vehicle, while seven per cent relied on others to assist in the decision.

Germany: Eighty-three per cent of respondents said colour is important when purchasing a vehicle. Sixty-three per cent of respondents were the sole decision-maker about the vehicle’s colour, while 37 per cent consult with family in the decision-making process. Black is the preferred colour with 32 per cent, while blue was second with 16 per cent. Black is considered a colour that reflects elegance and blue reflects stability.

Mexico: Ninety per cent of respondents said colour is a key factor when purchasing a vehicle. Red is the preferred colour with 22 per cent and is the top selection for both genders. Four out of 10 people surveyed mentioned they would change manufacturers if they didn’t find the colour they wanted. Red reflects an elegant personality and blue reflects positivity, according to respondents.

United States: Colour is an important factor when purchasing a vehicle for 79 per cent of American respondents; 46 per cent said colour is very or extremely important while 82 per cent said vehicle colour is an individual decision. Although black is an overall trend, truck owners are choosing more colourful versions of blue (No. 2) and red (No. 3). Blue reflects positivity and red represents a sense of adventure in the minds of these survey respondents.