According to the well-known marketing research firm J.D. Power and Associates, black is now the most popular choice in new car colors. Almost 22% of cars sold or leased in 2010 were black. More than half of luxury sport models like the BMW 6 series, the Mercedes SL and the Cadillac CTS-V were sold in black, like the beautiful one shown above that is for sale at a Naples Florida dealer. Aside from the fact that black showcases a car’s design, this could also be because the range of color choices for these models is usually restricted to black, silver/gray, white/cream or other neutral shades.
The top six colors in car sales for 2010 were black, silver, white, gray, blue and red, in that order. For the past seven years, silver was the most popular color for new cars.
This information is important for car dealers because the color of a car on their lot can affect its retail turn rate. The retail return rate is the average number of days a particular model stays on the lot before being sold; for example, a black vehicle only stayed on the lot an average of 49 days last year. This is important information for car buyers because if your favorite car color is red, which has a less advantageous return rate for a dealer, you can negotiate a better price.
As a side note, color isn’t the only factor. A little over 37% of VW GTI models that were gray sold in an average of 45 days. An in-demand model could sell quickly regardless of exterior color. Vehicles like the Hummer sold well in black, gray and bright yellow.
According to the J.D. Power research, age is a factor in color choice, too. The average age of a person buying a black car was 45, which happens to be the youngest average age for any color last year. Silver cars were sold to buyers with an average age of 50; gray cars went to those around 48. Older buyers preferred beige (54) and gold (56).
It might be interesting to see what those color choices were in previous decades. In the 60s and 70s, were Plum Crazy, Matador Red and LeMans Blue in the Top 6? It seemed to me that every mid-sized car in America was gold/tan/beige in the late 90s.
You can see the full J.D. Power blog at this link: