In the Baltic countries, mostly new cars of non-distinctive colors are bought. Gray models predominate, and white or black vehicles are also among the most popular. According to specialists, such a choice is usually determined both by the reluctance of the frequent buyer to stand out, and by the behavior formed after the pandemic. However, some car manufacturers encourage their customers to be original and offer brightly colored models. What are the reasons for this?
Almost half are gray
According to data from the DataCenter company, in the Baltic countries in 2023, 24 percent new cars sold were shades of gray. The second most popular color was white, with 16% of cars painted with it. of new vehicles sold last year. In the third place (9%) the color black established itself.
The trend of conservative colors is even more pronounced when looking at the Lithuanian new car fleet alone. In 2023, gray (37%), white (24%) and black (15%) vehicles dominated here, followed by blue (8%) and green (6%) cars, respectively.
However, our region is not unique in this respect. Back in 2019, a study conducted by the paint manufacturer BASF showed that almost 80 percent all new production cars are covered in one of four achromatic colors. Only among them, not gray, but white tones dominate.
Lots of bright colors?
Domas Juzēnas, head of the car aesthetics studio “JDV Detailing”, says that the behavior of manufacturers is gradually changing, we can see more colorful cars on the streets.
“It seems to me that recently there was even a promise from some manufacturer not to produce cars with monotonous colors. I also notice that Japanese manufacturers already offer brighter models. In Europe, Porsche and Audi have more interesting shades,” says the specialist.
Not only luxury brands, but also mid-range car manufacturers have been demonstrating the memorable color palette recently.
Here is Peugeot painting the next generation 308 models in eye-catching deep green and aquamarine colors, Volkswagen introduced a gold shade a few years ago, and Ford went even further, offering a wide range of colors to meet the various aesthetic expectations of consumers.
Formed behavior
Car market expert Matas Buzelis admits that he is noticing more colors on the roads, despite the fact that the same tones have reigned for many years.
“This is part of marketing, trying to appeal to those customers who want to stand out from the crowd on the street. Buying a car is an emotional thing, and colors often have different associations for buyers: some are a sign of reliability, some are a symbol of drive, etc. This can help to please buyers,” he emphasizes.
According to D. Juzēnos, the fact that most of the new cars rolling out of showrooms are still in conservative colors can be explained in two ways. The first reason is rather conservative buyers. The second is that due to prolonged disruptions in supply chains caused by the pandemic and war, as well as problems with the delivery of new cars, buyers are in a rush to purchase a new vehicle as soon as possible and therefore tend to compromise.
“Unless it’s a luxury model, most people go with what’s in stock.” I guess in warehouses, sellers don’t play with colors so boldly. They prefer more conservative, safer tones, which is why more such cars leave showrooms. In addition, these colors are quite practical and neutral. Perhaps people would prefer a bolder option, but they understand that then they will have to wait. And you want a car right here and now,” explains the head of the car aesthetics studio.
Not just for electric cars
Specialists would not associate the appearance of brighter colors on the market with the development of electric cars. In their opinion, manufacturers have a universal incentive in this case to offer models in more fruity shades, regardless of their drive type. It depends more on other criteria.
“Maybe some manufacturers choose more interesting colors for electric cars, but certainly not only for them. Often it depends on the role of a specific model in the market, targeting certain age groups. For example, older drivers usually do not need bright shades, but they want to drive more luxuriously and comfortably. If you choose an S-class Mercedes-Benz, you won’t get it bright red or yellow from the factory even if you want it,” teaches D. Juzēnas.
According to M. Buzelis, manufacturers usually do not look for exclusive paints for electric cars, but it is not uncommon for them to deliberately assign certain colors to distinguish them from models powered by internal combustion engines.
“Then, the manufacturer adds a separate color as if putting the last icing on the cake of exclusivity and strengthens the buyer’s motivation to spend more money.” But I wouldn’t overemphasize this indicator, because manufacturers often present new colors during the premieres of more important models, and in the end most buyers are still quite conservative,” comments the interviewer.
Special models are usually painted in memorable colors. M. Buzelis points out that cars of this color are even safer.
“There are a number of scientific studies that show that brighter colored cars are slightly safer. They are more visible in poor visibility conditions. And the orange color catches the eyes of drivers the most. In our subconscious, it is associated with warnings – many warning symbols of car systems are orange, as well as road repair warning infrastructure, etc.,” the specialist notes.
D. Juzēnas adds that the brightness of the color always complements the car. “I had a customer who bought a pretty unique wet tarmac car, but it just disappeared on the street. Then I compared it with the cherry model built in the showroom. Well, it’s day and night,” smiles the expert.
