The Influence of Car Colors on Market Preferences

So many vehicles on the road today are white, black, or gray — but automotive designers find that consumer preferences may be changing lanes. Zachary Crockett surveys the lot.

• SOURCES:
  • Tom Crockett, classic car enthusiast.
  • Mark Gutjahr, global head of design at BASF.
  • Nikkie Riedel, carline planning manager at Subaru of America.

• RESOURCES:
  • BASF Color Report 2023 for Automotive OEM Coatings.
  • "Beige on an S.U.V. Will Cost You, but for Pickups It’s Golden," by Roy Furchgott (The New York Times, 2021).
  • "A Brief History Of Car Colors — And Why Are We So Boring Now?" (Consumer Reports, 2018).
  • "The Link Between the Colour of Cars and the Economy," (The Economist, 2018).

• EXTRA:
  • "Car Washes," by The Economics of Everyday Things (2023).