I really can't explain it. Something about a big red truck just hits me the right way, and it draws me into the dealership's finance department.
My first two vehicles were black – a 1989 Chevrolet S-10 and a 1998 Camaro. Just before I turned 30, I outgrew that phase. Honestly, I got tired of the around the clock task of keeping a black vehicle looking clean.
I'm not alone – at least in being drawn in by color.
Axalta, a leading global supplier of liquid and powder coatings, 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 U.S., responded that color was a key factor in 88% of vehicle purchasing decisions.
Axalta Global Mobility Coatings Color Manager Nancy Lockhart said the psychology of color is a powerful influencing factor in automotive purchasing decisions and that "frequently, color reflects the personality of the vehicle owner."
