OEM&Lieferant 1/2024

94 On the chromatic realm, each country appears to have its favorite place. When European consumers chose colors, there were country-specific preferences. Germany loves blue, Spain and the UK prefer red and orange, France adores green, and Italy shows its love for all the colors. In North America, there is a growing preference for lighter shades of silver over darker grays. More and more choices have effects pigments to give them intensity and excitement. If they choose a chromatic shade, it is often red or blue. North America also had the highest share of red cars compared to other regions in 2023. However, red was not able to beat blue as the most popular chromatic color in North America. In Asia Pacific, the popularity of natural colors, especially green, increased among car buyers. Part of the reason for the greater color diversity is the great variation of body types and the influence of new OEMs. Fresh shades are popular for New Energy Vehicles (NEVs) especially green and purple-influenced colors. As various new vehicles hit the roads, it is only natural that a more vibrant color palette would follow. With new Products and Markets Beyond black and white: The dynamics of automotive color By Jörg Zumkley, Global Communications, Coatings division of BASF In the annual BASF Color Report for Automotive OEM Coatings, BASF’s Coatings division analyzes the color distribution of the past year in retrospect. The data analysis is based on global automotive production and paint application to non-commercial vehicles in 2023. As in recent years, achromatic shades continued to dominate the global automotive market in 2023. However, in the latest Color Report, designers from BASF‘s Coatings division identified a notable trend: Achromatic colors are experiencing a significant shift – against the trend, black has surged in popularity, gaining market share at the expense of white. Achromatic vehicles – white, black, silver, and gray – remain the most popular with buyers for their classic and timeless beauty, and high resale value. Chromatic colors such as blue, red, brown, and beige continue to maintain their popularity among customers and retain their stable market share of 19 percent in total. Regional preferences add an intriguing dimension to the evolving color landscape In Europe, the Middle East, and Africa (EMEA), car buyers shifted away from lighter colors of white and silver, to darker shades of black and gray. 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. Customers in South America have a conservative approach to colors and preferred achromatic shades. A total of 86 percent of new vehicles assembled in South America had either white, black, silver, or gray bodies, the most among all regions. With that kind of market, more and more automakers are choosing effects pigments to make the achromatic colors stand out. Colors are not just colors any more. They are experiences. Whether it is 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 is becoming more and more popular. BASF Coatings PDF: Automotive Color Report for Automotive OEM Coatings Graphics: © BASF Coatings Global overview of the color distribution in 2023 Diverse color tastes in the EMEA region