Is the Age of Gray Over? Why More Americans are Turning to Bold Car Colors
It seems the dominance of grayscale vehicles is finally waning as bolder, more expressive color options gain traction among American car buyers.
By Julian VancePublished: May 29, 2026
a vibrant orange Bronco parked beside a row of white cars under a starry sky
Marc Urbano|Car and Driver
The automotive landscape today is dominated by a sea of neutral hues. New car buyers in America overwhelmingly choose shades of white, black, and silver/gray, with estimates showing nearly 80 percent of the market favoring these safe options. However, there’s a shift underway, with more adventurous colors emerging from the shadows.
“Market data shows the palette is evolving, not stagnating,” says Gloria Jover, an automotive color expert from the New Jersey-based Pantone Color Institute. Interestingly, the share of colored cars has increased by almost two percentage points in recent years.
This represents a notable reversal of 21st-century trends, an era where automotive color palettes have become half as diverse as they were just two decades ago.
getty images
According to Jover, this blandification has been driven by a desire to play it safe when investing in increasingly expensive and depreciating assets. With the average new car price hovering around $50,000, buyers are wary of choosing colors that might hurt resale value, and dealerships stock what they know sells best.
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The optimistic consumerism of the 1950s spurred that era’s bright pastel vehicles, while the glossy whites of early 2000s tech like iPods and iMacs helped establish white’s dominance in automotive design during the 2010s.
So, what colors can we expect to see in the next five years?
The Return of Color
While classic choices like blue and red remain popular, their market share is decreasing, according to German chemical giant BASF, which supplies nearly half of all new car paint globally.
BASF
Instead, a growing connection to the natural world appears to be a key driver of vehicular color trends. This is most evident in the rise of green, which is “the most dynamic chromatic mover worldwide,” according to Jover. Green’s popularity is linked to the continued success of SUVs and crossovers, where outdoorsy, ecological symbolism dominates marketing and buyer self-perception. “Green signals individuality and a connection to nature,” Jover notes.
Misty Yeomans, automotive color and styling manager for paint giant PPG, highlights the growing appeal of minty and light green shades. PPG’s color of the year, “Secret Safari,” is described as “organic” and “mineral.” Jover says these soft greens “visually reflect efficiency, minimalism, and advanced mobility,” and are expected to appear more frequently in the coming years.
Stellantis
Deep violets are also emerging as a symbol of our attraction to nature and the otherworldly. “Consumers remain very interested in space and space exploration, so we’re seeing a rise in an intergalactic look,” says Yeomans. This includes purplish blues that shift to black or have a star-like sparkle, tapping into our tech-driven fantasies of exploration and escape. Dodge has capitalized on this trend with colors like Purple Haze and After Dark on its new Charger models.
“Atmospheric” oranges are also on the rise, influenced by the ongoing appeal of golden hour selfies, according to Yeomans. Oranges evoke images of rock formations and are inspired by the energy of technical outdoor apparel, says Gypsy Modina, principal designer of color, material, and finish at Honda. The brand recently launched its rugged new Passport TrailSport SUV in an exclusive Sunset Orange.
Andi Hedrick|Car and Driver
The Impact of EVs and AI on Color Innovation
Despite slowing growth, electric vehicles’ influence on aesthetics remains significant. “EVs are now leading many of the color trends,” says Modina.
“Smoked neutrals—subtly tinted brownish or greenish grays infused with delicate chromatic undertones—are gaining traction” in EVs, according to Jover. These colors evoke a sense of quiet luxury. One example is the olive color used to launch Jeep’s upcoming Recon electric off-roader.
Jeep
New finishes are also revitalizing familiar color families. Matte ethereal silvers are gaining popularity among electric cars, reflecting electrification values like “efficiency, minimalism, and advanced mobility,” Jover explains. “Triple Nickel” on Dodge’s Charger EV and “Silver Zynith” on Jeep’s Wagoneer S EV exemplify this trend. Additionally, an increase in pearl-infused whites references EV hallmarks such as “luminosity, depth, and innovation.” These were seen on Honda’s radical, recently canceled 0-Series concept vehicles.
“With technological advances like AI, we can be more efficient in developing colors, compressing timelines, and moving faster,” says Yeomans. “It’s speeding up the R&D process,” adds Modina, reducing the time-consuming efforts of surveying existing colors and competitor offerings.
AI assistance is also democratizing finishes that were once exclusive, such as matte or pearlescent. “We can make a version of luxury styling accessible at any price point now,” Yeomans notes.
What This Means for You
The shift toward bolder car colors reflects broader consumer trends toward personalization and sustainability. While gray may remain a popular choice for those prioritizing resale value, younger buyers and EV enthusiasts are increasingly choosing colors that express their individuality and connection to nature.
Should You Buy, Wait, or Rent/Invest?
If you’re looking to buy a new car in 2026, this trend suggests that you’ll have more color options to choose from. If you prefer a neutral color, you’ll still have plenty of options. However, if you’re looking for something more unique, you might want to consider a color that’s not as common.
If you’re considering buying an EV, you’ll have even more color options to choose from. EV manufacturers are increasingly offering unique colors and finishes for their electric vehicles.
If you’re considering renting a car, you’ll likely have access to a wider range of colors and styles. As the automotive market shifts, rental companies will need to update their fleets to appeal to a wider range of customers.
Best Financial Strategies Right Now (2026)
If you’re looking to buy a new car in 2026, you should consider the following financial strategies:
Research colors and finishes: Look for colors and finishes that will hold their value. This will help you maximize your resale value when you sell the car.
Consider financing options: Compare financing options from different lenders to find the best interest rate.
Consider leasing vs buying: Decide whether leasing or buying is the right option for you. This will depend on your budget and lifestyle.
Cost Breakdown / Pricing Impact (if applicable)
When choosing a car color, consider the following factors:
Insurance rates: Some colors are more likely to be stolen, so they may have higher insurance rates. Check with your insurance provider to find out which colors are more expensive to insure.
Resale value: Some colors are more popular than others, so they may have a higher resale value. This will help you maximize your investment when you sell the car.
Mistakes to Avoid That Could Cost You Money
Buying a car in a color that you don’t like: If you’re not happy with the color of your car, you may regret your purchase. This could cost you money if you have to sell the car at a loss or if you have to repaint it.
Ignoring insurance rates: If you choose a color that is more likely to be stolen, you may have to pay higher insurance rates. This could cost you money in the long run.
Not comparing financing options: If you don’t compare financing options, you may end up paying more interest than you need to. This will cost you money in the long run.
Conclusion
The automotive color palette is evolving to reflect shifting consumer preferences and technological advancements. While grayscale remains popular for those prioritizing resale value, younger buyers and EV enthusiasts are increasingly choosing colors that express their individuality and connection to nature. With more color options available than ever before, car buyers have the opportunity to choose vehicles that reflect their unique personalities and values.
Ready to explore your options? Start by comparing the best car loan rates and refinancing options today to find the perfect fit for your budget and lifestyle.
