Survey Reveals Color Is a Key Factor in Vehicle Purchasing Decisions
PHILADELPHIA – Axalta recently released its Automotive Color Preferences 2021 Consumer Survey aimed at analyzing the relationship between color and vehicle purchasing decisions among consumers. More than 4,000 participants aged 25 to 60 in four of the largest vehicle-producing countries — China, Germany, Mexico and the United States — responded that color was a key factor in 88% of vehicle purchasing decisions.
“The psychology of color is a powerful influencing factor in automotive purchasing decisions. Frequently, color reflects the personality of the vehicle owner,” said Nancy Lockhart, Global Color Manager, Mobility Coatings at Axalta. “What’s interesting is that elegance, stability and positivity were predominant color characteristics desired by respondents surveyed.”