The Hindu Business Line : White and popular

Apparently, we Indians are not the only ones who think white is a good colour for our cars. It is a body colour that conceals scratches well, or rather doesn't let it show as much. It is easy to maintain and can be carried off on any car, however good or bad the car's design. And also importantly for uyers here, white projects this impression of purity. These may be the reasons why not just taxi buyers, but also individuals seem to prefer white. Wonder how many car buyers also know that white is also one of the most visible colours during the night.

According to the DuPont 2007 Global Colour Popularity Report, silver is no longer the undisputed colour champion of the automotive world. Though it continues to be very popular, after seven years in first place, silver ran into tough competition this year with white and a white pearl rising to be the lead colour choice for vehicles in one key region and two countries.

In North America, white/ white pearl, silver and black/ black effect are in a virtual tie for first, with white/white pearl narrowly taking the top spot, according to the report issued by the company's Automotive Systems business.

White overcame silver in Japan and is the decisive leader in Mexico, more than doubling the popularity of grey.

GLOBAL TRENDS IN COLOUR

From a global perspective, overall colour popularity is beginning to shift from silver to an increased interest in grey, according to the DuPont report. White/white pearl remains a very important colour for trucks and SUVs, based on the high volume of those vehicles. This also is represented in the growth of white/white pearl among luxury buyers and other segments. Globally, the popularity of red is growing significantly, with an increase of two per cent overall.

DuPont has tracked colour statistics for more than 55 years and reports converging trends in colour preference. This year, DuPont sees white/white pearl as a trendshifting colour, and anticipates the new black metallic and other colour effects to show an increase in popularity over time. Red also continues to gain ground and is ensuring a more vividly coloured outlook in nearly all segments.

The preference for white as an automotive colour seems to follow the global trends that are being seen in home furnishings, fashion, consumer products and industrial design where white is returning as a clarifying agent before change, a colour of purity and minimalism. White is also now considered a fashion statement.

This year's DuPont Global Colour Popularity Report tracked colour across vehicle segment, and also by geographic region, the only report of its kind to do so.

The report remains the industry's authoritative standard for analysing and predicting vehicle colour trends based on consumer choices. While the DuPont study is a benchmark for the automotive industry, its influence reaches beyond the automotive segment to other industries including home furnishings, consumer electronics and fashion.

S. M.

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