Consumers look beyond white, want more colours in cars | Autocar Professional


Consumers are opting for a pop of colour when purchasing cars, as seen in the declining trend of white coloured cars, as per data by Jato Analytics, which could be attributed to the emergence of a younger demographic, and increasing purchasing power, coupled with a wider range of colour options.

According to data from Jato Dynamics, non-white cars sold in the calendar year 2023, accounted for 60.8%, up from 59.5% in CY22, versus 56.1% in CY21.

“Consumers have evolving preferences, indicated by the rising popularity of non-white cars. Buyers are becoming more adventurous and willing to experiment with different colours,” said Ravi Bhatia, President and Director, Jato Dynamics.

Black accounts for the largest share among non-white cars. “Black is associated with luxury, performance, and sophistication, popular with sleek coupés and SUVs.” Black has seen a consistent increase from 14.8% in CY21 to 16.1% in CY22 and 20.1% in CY23.

Grey too has been consistently increasing, from 12.8% in CY2021, to 13.8% in CY22 and 13.9% in CY2023. Blue increased from 8.8% in CY21 to 10.1% in CY22 to 10.9% in CY23.  “Bold and vibrant colours like red, blue and orange are gaining popularity. especially among younger buyers who prefer a more dynamic and eye-catching appearance. Subtle shades like beige, brown and olive green are also finding favour with buyers who want a more understated, yet elegant look,” said Ravi.

Over the years, cars have become more of a style statement as opposed to just a means of transport, and as seen by the data, people are open to flaunting their colour preferences in their vehicles.

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