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Insight of the Day: Where’d The Fun Colors Go? 80% Of New Cars Now Grayscale


  • Grayscale dominance: The percentage of new cars sold in grayscale colors (white, black, silver, gray) has risen from 60.3% in 2004 to 80% in 2023.

  • White is the most popular color: White has seen the most significant increase in popularity, accounting for 27.6% of new car sales in 2023.

  • Decline in colorful cars: Non-grayscale colors have lost half their market share in the past 20 years.

  • Color options haven't decreased: The average new car in 2023 had 6.7 color options, compared to 7.1 in 2004.

  • Trend across vehicle types: The trend towards grayscale colors is consistent across different vehicle types, including trucks, SUVs, passenger cars, and sports cars.

Key Takeaway:

Consumer preferences for new car colors have shifted dramatically towards grayscale colors, with a significant decline in the popularity of more vibrant colors. This trend is consistent across various vehicle types and is likely to continue.


The growing preference for grayscale colors in new cars indicates a shift towards more conservative and understated aesthetics. This could be attributed to various factors, such as perceived resale value, perceived professionalism, or simply a matter of personal taste.


  • Colorful cars are becoming less common: The data suggests that colorful cars are becoming increasingly rare, and this trend may continue in the future.

  • Consumer preferences have shifted: The reasons behind this shift could be multifaceted, including concerns about resale value, perceived professionalism, or changing tastes.

  • Limited impact of color availability: The number of color options available for new cars has not significantly decreased, indicating that the decline in colorful cars is due to consumer choice rather than limited availability.

Implications for Brands:

  • Automakers: Automakers may need to reconsider their color offerings to align with consumer preferences.

  • Marketing and advertising: Marketing campaigns should focus on highlighting the benefits of grayscale colors, such as their timeless appeal and perceived value.

  • Customization options: Offering more customization options for non-grayscale colors could cater to a niche market of consumers who still prefer vibrant colors.

  • Resale market: The trend towards grayscale colors could impact the resale value of brightly colored cars, as they become less popular and desirable.

  • Dealerships: Dealerships should stock a wider range of grayscale vehicles to meet consumer demand and potentially offer discounts or incentives on brightly colored cars to attract buyers.


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