Europe: Luxury Segment Continues to be Dominated by Black
In Europe, black/black effect continued its popularity, with 25 percent share, led by the luxury/luxury SUV segment, with nearly 40 percent segment share. Black/black effect has maintained its leadership in the region since 2007. DuPont expects this trend to continue in the near future, especially regarding black effect. White/white pearl made a surprising surge of about five percentage points over 2010, to reach 20 percent share, which is primarily because of the popularity of solid white across all model segments.
“White also is seen as inspiration for the ecological megatrend in Europe, because it represents modern minimalism and future technology,” said Elke Dirks, DuPont color designer for Europe. “This trend also resulted in a considerable increase in white/white pearl in the luxury segment,” she explained.
Gray (18 percent) and silver (15 percent) decreased in popularity this year, and blue rounded out Europe’s top five colors with 7 percent of the vehicle market.
Silver Tops in China, South Korea; Japan led by White/White Pearl
Silver topped the Asia Pacific region overall with more than 25 percent share in the region and repeated its No. 1 position again this year in China and South Korea. White/white pearl was second overall in the Asia Pacific region, with slightly less than 25 percent of the market, led by Japan and India, where it ranked as the No. 1 color in those countries.
In China, silver topped the market with 26 percent share, though it fell seven percentage points from 2010. Black/black effect was No. 2 in China again this year, but dropped more than nine percentage points, as blue has increased in the small car segment and other colors are more widely used for vehicles in China. The decrease in black is evident as blue shows increased usage in the small car segment and other colors are more widely used.
Japan’s color popularity was led in this year’s report by white/white pearl, with 26 percent share, down from 28 percent in 2010. Black/black effect also saw a decrease, to 20 percent share, but it overtook the No. 2 spot from silver, which ranked No. 3 in this year’s report with 19 percent. Blue (9 percent) and gray (9 percent) completed the top five in Japan, with gray increasing 4 percent over last year.
“In the Asia Pacific region, we are seeing color trends shift to nature and the environment with the color blue,” according to Kumiko Ohmura, DuPont color marketing manager, Asia Pacific. “We’ve seen a decrease in black, as blue increased in the small car segment and other colors are more widely used in all segments,” she continued.
In South Korea, silver represented nearly 30 percent of the market in 2011, followed by white/white pearl at 25 percent. Black/black effect slipped to third position in South Korea with 15 percent, down nine percentage points from 2010.
In India, light shades continue to top the charts with white representing 28 percent of the market, silver following closely with 27 percent, and gray in third position in the country with just 9 percent share.
South America, Brazil: Silver Tops Vehicle Color Choice
Silver led the South American market with 30 percent share and also was the color of choice in Brazil. The second most popular color in South America, black/black effect, represented 19 percent of the region and white/white pearl was third in the region, with just 17 percent of the overall South America market, and similar share in Brazil.
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