Nearly 80 percent of American new-car buyers currently choose neutral "grayscale" hues—white, black, or silver/gray—but the market share of colored paints has increased by almost two percentage points recently, Pantone Color Institute automotive expert Gloria Jover said.
Gloria Jover said this blandification reflected buyers and dealers favoring neutrals to protect resale value as the average new-car price approaches $50,000. Car dealers order neutrals because they sell more easily and buyers seek to maximize future resale.
Historical factors such as 1950s pastel tastes and the glossy whites of early-2000s consumer electronics have shaped color cycles. BASF, which supplies nearly half of global new-car paint, reports traditional choices like blues and reds are dipping in popularity.
Read the full article at caranddriver.com.
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