White and popular

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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 DuPont2007 Global Colour PopularityReport, silver is no longerthe undisputed colour championof the automotive world.Though it continues to be verypopular, after seven yearsin first place, silver ran intotough competition this yearwith white and a white pearlrising to be the lead colourchoice for vehicles in one keyregion and two countries.In North America, white/white pearl, silver and black/black effect are in a virtual tiefor first, with white/whitepearl narrowly taking the topspot, according to the reportissued by the company's AutomotiveSystems business.White overcame silver in Japanand is the decisive leaderin Mexico, more than doublingthe popularity of grey.GLOBAL TRENDS IN COLOURFrom a global perspective,overall colour popularity isbeginning to shift from silverto an increased interest ingrey, according to the DuPontreport. White/white pearl remainsa very important colourfor trucks and SUVs, based onthe high volume of those vehicles.This also is representedin the growth of white/whitepearl among luxury buyersand other segments. Globally,the popularity of red is growingsignificantly, with an increaseof two per cent overall.DuPont has tracked colourstatistics for more than 55years and reports convergingtrends in colour preference.This year, DuPont seeswhite/white pearl as a trendshiftingcolour, and anticipatesthe new black metallicand other colour effects toshow an increase in popularityover time. Red also continuesto gain ground and isensuring a more vividly colouredoutlook in nearly allsegments.The preference for white asan automotive colour seemsto follow the global trendsthat are being seen in homefurnishings, fashion, consumerproducts and industrial designwhere white is returningas a clarifying agent beforechange, a colour of purity andminimalism. White is alsonow considered a fashionstatement.This year's DuPont GlobalColour Popularity Reporttracked colour across vehiclesegment, and also by geographicregion, the only reportof its kind to do so.The report remains the industry'sauthoritative standardfor analysing andpredicting vehicle colourtrends based on consumerchoices. While the DuPontstudy is a benchmark for theautomotive industry, its influencereaches beyond the automotivesegment to otherindustries including homefurnishings, consumer electronicsand fashion.S. M.

(This article was published in the Business Line print edition dated December 23, 2007)
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