According to a survey by Axalta, conducted across the United States, China, Germany and Mexico, 88% of consumers consider colour a key factor when buying a car.
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Buying a car is no small investment, and for most buyers it’s something they spend a lot of time researching to find the vehicle that perfectly fits their needs.
Colour plays a significant role in the purchasing decision, with global data showing it can influence both timing and brand choice.
According to a survey by Axalta, conducted across the United States, China, Germany and Mexico, 88% of consumers consider colour a key factor when buying a car. The findings also show that some buyers are willing to delay a purchase or switch manufacturers entirely if their preferred colour is not available.
Industry-wide reporting continues to monitor how colour preferences evolve. The annual BASF Colour Report analyses shades used on newly produced vehicles worldwide, providing a snapshot of global trends.
In 2024, white remained the most popular colour globally, accounting for 34% of new vehicles. Black followed at 22%, with grey and silver at 17% and 8% respectively.
Data for 2025 shows a slight decline in white vehicles, while black has gained ground, now representing close to a quarter of all vehicles sold globally.
The shift towards darker tones is also reflected locally.
Sales data from the Jetour T-Series indicate growing demand for black vehicles in South Africa.
Since the launch of the Jetour T2 in October 2025, black has been the most selected option. Onyx Black accounts for 28% of T2 sales, while the Dark Knight edition contributes a further 7%, meaning more than a third of T2 units are finished in black.
Colour choices vary between models within the same range. For the Jetour T1, Titan Silver is the most popular option, followed by Onyx Black and Glacier White.
The data suggests that while black is gaining overall traction, lighter metallic tones continue to perform strongly depending on the model positioning.
Beyond neutral tones, global data points to growing interest in green. It is currently the fastest-growing non-neutral colour worldwide, while traditionally popular shades such as blue and red are showing slight declines.
This trend is also reflected locally. Jetour reports that 15% of T2 buyers in South Africa have opted for Aqua Green.
Black continues to be associated with premium positioning in the automotive market. Globally, 73% of luxury vehicle buyers select black as their primary colour.
In addition to its association with higher-end vehicles, black remains widely used due to its compatibility with a range of interior finishes and trim options. It is also considered less susceptible to short-term trends compared to brighter or more distinctive colours.
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