DuPont Says White/White Pearl Top Color in Auto World

Apparently there was a bit of surprise when the DuPont quants calculated the numbers for the 2011 DuPont Automotive Color Popularity Report—now in its 59th year.

Apparently there was a bit of surprise when the DuPont quants calculated the numbers for the 2011 DuPont Automotive Color Popularity Report—now in its 59th year.

While white/white pearl was tied for 3rd—with gray—in 2010 with a 16% share.

But in 2011, it is tied for first place with silver and has a 22% share.

(Gray? Back in #4 position with 13%.)

Admitted Nancy Lockhart, DuPont color marketing manager, “While white/white pearl has historically been a popular color for vehicles, we’ve seen a bigger shift in its popularity this year than DuPont expected.”

White/white pearl has led the North American automotive market for five years running, with 26% of the market overall, and 29% of the truck/SUV segment (well, there are those contractor white pickups, right?).

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In Europe, the leading color, at 25% share, is black/black effect. It has led since 2007.

Silver was the number-one color in the Asia Pacific region at 25%, with white/white pearl just behind it at with “slightly less than” 25%.

Silver is also at the top in South America, at 30%.

In South Africa, white/white pearl is dominant with 40% marketshare.

Here’s an interesting note: in Russia, where black/black effect is the most-popular color (>23%), green shows up with 7% of the market, “more than any other region included in the DuPont report.” Globally it is just 2%.