BASF has launched its Colour Report 2021 for Automotive OEM Coatings, saying the significantly lower number of vehicles built on the world’s assembly lines in 2020 and 2021 put “a sharper point on the popularity of certain colour spaces”, with some perennial favourites down a few points.
However, according to the report, the achromatic colours – white, black, grey and silver – are still the most popular, but “some cracks are showing in their armour” as new colour spaces emerge.
“As predicted by BASF’s designers years ago, blue is having a moment in the sun,” the company said. “Red is also rising, taking market share from the achromatic colours in many parts of the world. Even though the numbers are smaller, green and beige still show up in the data and the colours aren’t the typical shades you might expect.”
The BASF Colour Report for Automotive OEM Coatings carries data analysis from BASF’s Coatings division based on global automotive production and paint application to light vehicles in 2021.
ASIA PACIFIC: LEADING THE WAY IN GLOBAL COLOUR DIVERSITY
BASF said white may still be the most popular colour in Asia Pacific (AP), but its popularity is starting to slip. Black and grey continue to improve, maintaining a four-year trend that is changing the presence of white vehicles on the road. Seventy-nine per cent of new vehicles produced in AP were coated with achromatic colours in 2021.
The popularity of chromatic colours is stable, with some individual colour spaces adjusting a few points up or down. Blue, the number one chromatic colour, is up, mirroring global data from other regions, taking a share from red, which went down. Brown and gold show up in substantial numbers, while beige, orange, yellow, green and violet hang on with about one per cent each.
“AP has the largest volume of automotive production in the world, and reflects the highest diversity of colour compared to other regions,” said Head of Automotive Design for AP, Chiharu Matsuhara. “Along with the surge in blue, the family of green colours increased. From teal to khaki to olive, these aren’t the usual greens, especially in SUVs.”
EMEA: GREATER DIVERSITY OF CHROMATIC COLOURS AND SHADES
According to the report, the share of chromatic colours in Europe, the Middle East, and Africa (EMEA) is now more than 27 per cent and rising – the highest it’s been in two decades.
Blue is driving the trend among the chromatics. There are currently nearly 180 shades of blue, from sky blue to midnight blue, that BASF said are “elegant, fresh, and young”, and appear on all body types in all segments. Red is in second place, far behind blue, accompanied by a “fair share” of shades of green.
White is still the most popular achromatic colour, but grey is catching up.
Grey has several options with effects and textures multiplying its presence. The colour’s 160 shades range from elegant, dark, sparkling colours to light and sporty solid colours.
“Colours designed for EMEA use familiar colour positions, but change them with the help of new effects, subtle colour gradients or a specific sparkle behaviour,” said Head of Automotive Colour Design EMEA, Mark Gutjahr. They make the chromatics stand out as bold expressions of individuality and sportiness, gaining popularity each year.”
NORTH AMERICA: COLOUR PREFERENCES CHANGING RAPIDLY
BASF said blue appears to be moving on for North America. The colour’s share is down four per cent compared to last year, returning the preference for blue to 2017 levels.
Achromatic colours surged, including white which increased in North America while declining globally, but not silver or grey which are both down. Among the chromatic colours, red edged up one per cent, with red and blue now tied as the most popular chromatic colours.
BASF said raw material shortages in 2021 forced vehicle manufacturers to make difficult choices when allocating scarce resources, which seemed to favour the larger, more popular platforms during the downturn.
“North America appears to change direction more quickly,” said Head of Automotive Design for the Americas, Paul Czornij. “With demand high and supply trending lower, buyers could be forced into making more pragmatic choices and fewer emotional choices. Consumers have quickly shifted to more familiar shades in the achromatic space.”
SOUTH AMERICA: FOLLOWING THE GLOBAL DIRECTION
According to BASF, blue is enjoying a surge in popularity. In South America, blue increased by three per cent in 2021, taking some market share from red. While car buyers in the region tend to be more conservative, some new shades are catching buyers’ eyes.
Automotive designers often look three to four model years ahead when developing colours. BASF said this is playing out as predicted, as South America tends to be slower to adopt colour direction than other regions.
“With an increase that large, blue is really establishing itself in South America,” said Director BASF Coatings South America, Marcos Fernandes. “From sky blue to dark blue, more car buyers are moving into this colour family. We’re using some beautiful effects and pigments, especially metallics, that advance this important design space.”