Changing Landscape: BASF Report Highlights Transformation in Car Color Preferences

BASF Color Report 2023 for Automotive OEM Coatings

(IN BRIEF) BASF, a global chemical company, has released its 2023 Color Report for Automotive OEM Coatings, highlighting changing trends in automotive paint choices. The report shows that while achromatic colors (white, black, gray, and silver) remain dominant for non-commercial light vehicles, there are shifts in their popularity. White is still the most popular color, but black has gained market share at the expense of white. Consumer preferences also vary by region, with North America favoring lighter shades of silver over darker grays, while in Europe, the trend leans toward darker shades. Chromatic colors, including blue, red, brown, and beige, have remained stable, maintaining their popularity among customers. In South America, achromatic colors dominate, with 86% of new vehicles having white, black, silver, or gray bodies, prompting automakers to use effects pigments to make these colors stand out.

(PRESS RELEASE) LUDWIGSHAFEN, 17-Jan-2024 — /EuropaWire/ — BASF SE (ETR: BAS), the world’s largest chemical producer, has recently published 2023 Color Report for Automotive OEM Coatings offers insights into evolving trends in the automotive paint industry. Traditionally, achromatic colors such as white, black, gray, and silver have been the staple for car exteriors. However, this report highlights significant shifts in consumer preferences.

White, while still the most favored color for light passenger vehicles, has witnessed a decline in market share. In contrast, black has gained popularity and taken a larger share of the market from white. These changes indicate a shift away from the conventional color choices for cars.

Region-specific preferences also play a vital role in this transformation. In North America, consumers are increasingly opting for lighter silver shades over darker grays. In contrast, the EMEA region (Europe, the Middle East, and Africa) leans towards darker colors, signaling regional variations in color choices.

Chromatic colors, including blue, red, brown, and beige, have remained stable in terms of market share, accounting for 19% of the total. These colors continue to find favor among customers, showcasing the enduring popularity of more vibrant and non-achromatic choices.

“While the achromatic colors are still the most popular, each country appears to have its favorite place on the chromatic realm,” said Mark Gutjahr, global head of automotive color design for BASF. “Different color distribution could be seen in each of the major EMEA countries, and in general. Our customers, the automakers, have left a lot of room for individuality and creativity in car dealerships now, and car buyers are taking advantage of that.”

The report underscores how consumer tastes influence automotive color preferences, with individual countries within regions exhibiting unique inclinations. For instance, Germany favors blue, Spain and the UK opt for red and orange shades, France leans towards green, and Italy embraces a diverse range of colors, particularly chromatic ones.

These evolving color preferences in the automotive industry are a testament to the changing landscape of consumer choices and regional trends. As car manufacturers strive to meet these shifting demands, the once-standard automotive color wheel is undergoing a transformation, offering consumers more diverse and individualized choices when selecting their vehicles.

“We’re experiencing the same shift that other regions are seeing,” said Elizabeth M. Hoffmann, color designer for North America. “The old standard color palette no longer applies. Lighter shades are getting more popular, taking market share from gray. More and more choices have effects pigments to give them intensity and excitement.”

Asia Pacific: Increasing chromatic colors with more variations in effects

Continuing its leading position in the new automotive color palette, the share of chromatic colors in Asia Pacific was slightly up compared to 2022. The popularity of natural colors increased, especially green. Lighter colors became more popular, especially light grayish colors and silver.

Part of the reason Asia Pacific is more diverse in color is for the great variation of body types. Fresh shades can be seen in New Energy Vehicles (NEVs) especially more green and purple-influenced colors.

“As various new vehicles hit the roads, it is only natural that a more vibrant color palette would follow,” said Chiharu Matsuhara, head of automotive color design for Asia Pacific. “With new automakers creating new vehicles in Asia, they are asking for something more than the usual color wheel. They want something bold and creative on their new designs, and young consumers appreciate those colors.”

South America stands out as the region with the largest share of achromatic colors, with 86% of new vehicles in 2023 having white, black, silver, or gray exteriors. Even in this conservative market, manufacturers are employing effects pigments to make achromatic colors stand out. This approach adds a unique flair to vehicles and enhances their visual appeal.

“Colors aren’t just colors any more. They are experiences,” said Marcos Fernandes, director, BASF Coatings South America. “Whether it’s a pearl or metal flake or other pigment, the effects make the color leap from the vehicle into the eyes of the beholder. It gives a certain flair that’s becoming more and more popular.”

In summary, BASF’s Color Report for Automotive OEM Coatings reveals the dynamic nature of the automotive paint industry, with changing consumer preferences, regional variations, and a growing interest in more vibrant color options. Car buyers now have a broader spectrum of choices when it comes to the colors of their vehicles, reflecting a departure from the traditional color norms of the past.

About BASF’s Coatings division

The Coatings division of BASF is a global expert in the development, production and marketing of innovative and sustainable automotive OEM and refinish coatings, decorative paints as well as applied surface treatments for metal, plastic and glass substrates in a wide range of industries. This portfolio is supplemented by “Beyond Paint Solutions”, which enable new applications with innovative surfaces. We create advanced performance solutions and drive performance, design and new applications to meet our partners’ needs all over the world. BASF shares skills, knowledge and resources of interdisciplinary and global teams for the benefit of customers by operating a collaborative network of sites in Europe, North America, South America and Asia Pacific. In 2022, the Coatings division achieved global sales of about €4.2 billion.

Solutions beyond your imagination – Coatings by BASF. For more information about the Coatings division of BASF and its products, visit www.basf-coatings.com.

About BASF

At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. More than 111,000 employees in the BASF Group contribute to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio comprises six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care and Agricultural Solutions. BASF generated sales of €87.3 billion in 2022. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the United States. Further information at www.basf.com

Media contact:

Jörg Zumkley
Media Relations BASF Coatings
+49 2501 14-3453

SOURCE: BASF SE