Dealers, paint producers diversify to tap new markets

White is likely to surpass silver and black as Chinese car buyers' top choice of color this year and even in the coming years, according to industry insiders and companies specializing in auto paint.

They also pointed out that carmakers are introducing more choices in China to appeal to the younger generation. Female buyers care more about colors of cars than males, according to research.

"If I have to name just one color that will see increasing popularity in the coming years, it's white," said Cindy Li, color styling manager of PPG China.

A leading manufacturer of transportation coatings, PPG Industries releases annual data on trends in consumer preferences for car color.

The company's 2012 report showed that white was the most popular car color globally last year, taking a 22 percent market share. The rest in the top five were silver, black, gray and red. And in the Asia-Pacific region, silver and white tied for most popular, each with a 23 percent market share.

Li said that white will continue on an upward trend in the future because of the increasing sales of sporty models and SUVs as well as the preferences of young buyers born in the 1980s and female customers.

Meanwhile, the market share of black will be slightly reduced in the future, she said.

"Black used to be the most used on cars of medium and large size, but with an increasingly rich choices of colors, part of the customers will choose gold beige and gray instead."

Li also noted that silver, a prominent car color for years, will see declining market share as well because customers are gradually getting tired of it.

"The genuine silver color will be partly replaced by beige, white beige, champagne gold and rosy gold," she said.

"Additionally, natural color, gold and orange will all become more popular."

More details and analysis of the trends in auto colors this year will be available in PPG industry's annual report, which will be released this October.

Xing Yanzhe, a Toyota sales consultant in Beijing, also confirmed that white is very popular this year.

Mainstream color

"It's the mainstream color and is a common choice for family cars," Xing said, adding that silver and gray also sell well in his showroom.

"Customers usually won't choose a black car for family use. It's too business style," Xing said.

"And some believe that conspicuous colors like white and silver are safer on the roads."