[Mania] Color on the Road, Eye-Catching Killer

You Only Drive White or Black
The Allure of Colored Cars Begins
White Most Popular Worldwide
Colored Cars Increasingly Abundant in the Vehicle Market

Are Koreans uniquely fond of achromatic cars?

That is incorrect. The preference for achromatic-colored cars, which give a calm and neutral impression, is not a uniquely Korean 'gukrule' (a newly coined term meaning a universal rule) but a global phenomenon. According to the annual global car color popularity data released by paint company Axalta, last year the combined share of major achromatic colors such as white, black, gray, and silver reached 82% worldwide.

In South Korea, the share is 78%, slightly below the global average. Until 2014, Korea's preference for achromatic colors was 83%, surpassing the global average of 76%.

Chevrolet New Trailblazer. Various bright colors are available for the exterior paint.
[Photo by Korea GM]

Except for Europe, white is the most popular color in all regions worldwide. Although the proportions vary somewhat, the top three colors in every market globally are all achromatic. There may be many drivers who prefer achromatic colors. Alternatively, they might not be particularly drawn to these colors themselves but choose neutral colors because others generally like them. This also reflects a preference for colors that can command a higher resale value later.

Compared to ten years ago, there has been a subtle shift in domestic trends recently. It has become common to encounter cars with colorful chromatic colors that stand out on the road. While preferences have changed, this also indicates that the domestic finished car market has become more diverse. Bright and striking colors used to be exclusive to a very small number of vehicles like sports cars, but now there are many such sports cars and high-performance models themselves.

Comparing the Popularity of Vehicle Colors Worldwide and in Our Country [Data Provided by Axalta Korea]

At the same time, more people are choosing unique colors for other vehicles and models. Among chromatic colors, blue and red are in high demand. In two of the world's three largest car markets, North America and Europe, the share of blue exceeds 10%. Red is often the signature color for high-end brands like Ferrari. Other chromatic colors with relatively high selection frequencies include brown, beige, green, and yellow.

Chevrolet, a brand under General Motors (GM), is recognized as an early adopter of chromatic colors. American consumers tend to emphasize presence when choosing vehicle designs or colors. Their car should be recognizable from a distance as theirs. Chevrolet introduced this sales point domestically and actively conducted color marketing when developing the small sport utility vehicle (SUV) Trailblazer. Since small SUVs are mainly chosen by younger drivers, they considered it suitable for attracting attention.

Chevrolet New Trailblazer Pistachio Khaki
[Photo by Korea GM]

Chevrolet SUV Trailblazer Color Marketing Targets Young Generation
Electric Vehicle Bolt EV Sky Mint Blue Highlights Eco-Friendly Image

Chevrolet has introduced various car colors in Korea. The compact car Spark featured bold chromatic exteriors such as 'Monarch Pink' and 'Coral Pink.' The electric vehicle Bolt EV used 'Sky Mint Blue' to convey an eco-friendly impression, and the high-performance sports car Camaro SS applied 'Honey Yellow' and 'Flaming Red' colors to capture consumer attention. These colors expressed the vehicle's function or key attributes.

The Chevrolet Trailblazer left a strong impression on consumers as a continuation of this trend. It promoted the bright blue tone 'Ibiza Blue' color and efficiently highlighted the unique charm of chromatic cars through a commercial featuring addictive dance and music. About 60% of buyers of the most expensive RS trim chose this color.

Hyundai Motor's high-performance model Avante N
[Photo by Hyundai Motor Group]

Hyundai Kona Electric Vehicle
[Photo by Hyundai Motor Group]

Judging that unique colors are well accepted in the market, Chevrolet introduced a new light green tone called 'Pistachio Khaki' with the launch of a new model. Once this color became known, consumer interest grew, but since initial supplies were mainly exported, some domestic consumers expressed regret. It is now available domestically. About 14% of new Trailblazer buyers choose this color, making it the second most popular exterior color after white and black. It is chosen more than the traditional popular gray (11%). The Trailblazer offers a wide range of chromatic colors among small SUVs, including red, yellow, and blue. The RS and Active trims also offer a two-tone roof option with a different color for the roof section.

Hyundai Motor Company emphasizes chromatic colors in its high-performance N brand. In the recently released high-performance electric vehicle Ioniq 5 N, the second most chosen exterior color is 'Performance Blue Matte,' a deep sky blue tone. 19% of all buyers selected this color. The new Avante N automatic transmission model also most frequently chose Performance Blue, accounting for 30%. The small SUV Kona shows a relatively high proportion of about 10% choosing the khaki tone 'Mirage Green' in higher trims.

Chevrolet Trax Crossover
Photo by Korea GM

This content was produced with the assistance of AI translation services.