The Future of Automotive Color: A Shift from Monochrome to Expressive Hues
In today’s automotive landscape, neutral colors dominate the scene. According to industry experts, nearly 80 percent of new car buyers in the United States choose grayscale hues—white, black, or silver/gray. However, this trend is beginning to shift, with more daring and expressive colors emerging in the market.
Trend Evolution vs. Stagnation
Automotive expert Gloria Jover of the New Jersey-based Pantone Color Institute notes that the market share of colored car paints has increased by almost two percentage points in recent years. This is a significant reversal of 21st-century trends, as the automotive palette has become half as colorful as it was just two decades ago.
This trend reversal is attributed to a cyclical desire to play it safe when purchasing an increasingly pricey and depreciating asset. The soaring price of the average new car is now hovering around $50,000. Car dealers order neutrals because they know those sell best, while car shoppers buy neutrals to maximize resale value.
However, consumer optimism and cultural trends have influenced the rise of different color trends. The exuberant consumer optimism of the 1950s led to that era’s bright pastel-colored vehicles. Likewise, the glossy whites of early-2000s tech devices like iPods and iMacs helped fuel white’s rise to automotive prominence in the 2010s.
What are the emerging color trends for the next five years?
Nature as a Driving Force
Color has long been an important aspect of automotive design. However, recent trends show a significant decline in blues and reds, which were once the typical chromatic choices for Americans. According to German chemical giant BASF, which supplies nearly half of all new car paint globally, the engagement with and connection to the natural world appears to be a key driver of vehicular color trends.
This is most notable in the rise of green, which has become the most dynamic chromatic mover worldwide. Green’s ascent is linked directly to the continued popularity of SUVs and crossovers, where outdoorsy, ecological symbolism dominates marketing imagery and buyers’ self-image. Gloria Jover notes, \”Green signals individuality and a nature-linked aesthetic.\”
Misty Yeomans, automotive color and styling manager for paint giant PPG, notes particularly the fledgling appeal of minty and willowy light greens, such as PPG’s color of the year, \”Secret Safari,\” which it describes as \”organic\” and \”mineral.\” These soft green colors \”visually reflect efficiency, minimalism, and advanced mobility,\” and are likely to appear in the coming years.
Deep violets are also emerging as signifiers of our attraction to the natural world or otherworldliness. Yeomans states, \”Consumers have continued to be super interested in space and space travel, so we’re seeing a rise in an intergalactic look.\” This includes purplish blues that shift to black or have a star-like sparkle in them, leaning into our tech-led fantasies for exploration and escape. Dodge has capitalized on this trend with colors like Purple Haze and After Dark on its new Charger.
\”Atmospheric\” oranges are also on the rise, influenced in part by the ongoing appeal of golden hour selfies. Oranges also conjure rock formations and are inspired by the courageous, energetic feel 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.
Electric Vehicles and AI Drive Innovation
Despite slowing growth, electric vehicles’ influence on aesthetics is strong. \”Electrified vehicles are now leading a lot of the color trends,\” says Honda’s Modina. \”Smoked neutrals—subtly tinted brownish or greenish greys infused with delicate chromatic undertones—are gaining traction\” in EVs, Jover notes, as these colors allude to moods typically associated with quiet luxury. One example is the olive used to launch Jeep’s upcoming Recon electric off-roader.
New finishes are also rejuvenating familiar color families. Matte ethereal silvers are on the rise among electric cars, as they reflect core electrification values such as \”efficiency, minimalism, and advanced mobility,\” Jover explains. \”Triple Nickel\” on Dodge’s Charger EV, or \”Silver Zynith\” on Jeep’s Wagoneer S EV, epitomize this trend. And an upsurge in pearl-infused whites references EV hallmarks such as \”luminosity, depth, and expressing innovation and precision.\” Those were seen on Honda’s radical (and recently cancelled) 0-Series concept vehicles.
\”With technological advances like AI, we can be more efficient in developing colors, compressing timelines, moving faster,\” Yeomans says. \”It’s speeding up the R in our R&D,\” Modina adds, condensing the previously tedious efforts of surveying existing colors and/or those used by competitors. AI assistance in paint formulations is also democratizing finishes, particularly ones that were once exclusive, like matte or pearlescent. \”We can make a version of luxury styling to fit any price point now,\” Yeomans adds.
The Rise of \”Color Psychology\” in Marketing
The automotive industry has long recognized the impact of color psychology on consumer behavior. As consumers increasingly seek to express their individuality through their vehicles, manufacturers are exploring a wider range of colors to appeal to diverse tastes and preferences.
Psychological Impact of Colors
A study published in the Journal of Economic Psychology found that color choice in automobiles is not random but influenced by several psychological factors. These factors include personality traits, emotional state, and cultural background.
For example, consumers who choose green cars are often associated with environmentalism and a connection to nature. They tend to be more conservative and practical, favoring utility and longevity over luxury and performance. \”Green signals individuality and a nature-linked aesthetic,\” Jover confirms.
Consumers who choose blue cars are often seen as calm, responsible, and trustworthy. They tend to be more stable and reliable, favoring safety and security over adventure and excitement. However, blues are seeing a decline as consumers dip into the popularity pool.
Consumers who choose red cars are often associated with passion, energy, and excitement. They tend to be more confident and daring, favoring performance and luxury over practicality and safety. \”Red is losing some of its traction as people look for something new,\” Yeomans explains.
Consumers who choose black cars are often seen as sophisticated, luxurious, and powerful. They tend to be more ambitious and assertive, favoring status and prestige over practicality and safety. \”Black is a timeless color, but it’s becoming less popular with the rise of more expressive hues,\” Modina notes.
Consumers who choose white cars are often seen as pure, clean, and modern. They tend to be more optimistic and cheerful, favoring efficiency and simplicity over luxury and performance. \”White is a classic for a reason, but we’re seeing a shift toward more dynamic colors that reflect individuality,\” Jover says.
Cultural Influences on Color Preferences
Cultural background also plays a role in color preferences. In Western cultures, red is often associated with love and passion, while blue is associated with loyalty and trust. In some Asian cultures, green is associated with wealth and prosperity, while white is associated with mourning and purity.
According to a study by Global Color Research, the use of red in marketing and advertising has been shown to increase attention and elicit emotional responses. Red is also associated with excitement and energy, which can be attractive to consumers looking for a car that reflects their personality.
Green is also becoming increasingly popular as consumers become more environmentally conscious. Green cars are seen as eco-friendly and sustainable, which can appeal to consumers who want to reduce their carbon footprint. \”Green signals individuality and a nature-linked aesthetic,\” Jover confirms.
What This Means for You
The evolving landscape of automotive color trends has significant implications for car buyers, sellers, and manufacturers.
For Car Buyers
Car buyers now have more options than ever before when it comes to choosing a color for their vehicle. If you’re looking for a car that reflects your personality and lifestyle, you can choose from a wide range of colors that express your individuality. \”Consumers are looking for something that speaks to them, something that they connect with,\” Yeomans explains. \”We’re seeing a move away from just playing it safe and toward expressing who you are through your vehicle.\”
If you’re interested in electric vehicles, you can choose from a variety of eco-friendly colors that reflect your commitment to sustainability. \”Green is becoming the new black in the EV market,\” Jover notes. \”Consumers are looking for something that feels natural and organic, something that connects them to the outdoors.\”
If you’re interested in luxury vehicles, you can choose from a variety of high-end finishes that reflect your sophistication and style. \”Matte ethereal silvers and pearl-infused whites are gaining traction as premium finishes that reflect core electrification values,\” Jover explains.
For Car Sellers and Manufacturers
Car sellers and manufacturers must adapt to the evolving color trends in order to meet consumer demand. Car sellers must stock a wider range of colors to appeal to diverse tastes and preferences. Car manufacturers must invest in new color technologies and sustainable materials to meet consumer demand for eco-friendly and luxury vehicles. \”We’re seeing a shift in the automotive industry toward more colorful and expressive vehicles,\” Yeomans says. \”Manufacturers that embrace these trends will be better positioned to succeed in the future.\”
Should You Buy, Wait, or Rent/Invest?
Given the rapidly evolving automotive landscape, consumers are increasingly asking themselves whether they should buy, wait, or rent/invest in a vehicle.
To Buy:
If you’re looking for a car that reflects your personality and lifestyle, now is a good time to buy. Car buyers have more options than ever before when it comes to choosing a color for their vehicle. \”Consumers are looking for something
