Despite a wider range of vibrant finishes becoming available, white remains the dominant car color choice for American buyers, according to the latest data from automotive coatings company Axalta. In 2025, nearly 29% of vehicles sold in the US were white, marking a slight decrease from the 33% recorded in 2024, but still securing its position as the most popular shade.
The Reign of Neutrals
The preference for neutral tones extends beyond white. Black and gray closely follow, capturing 23% and 22% of the market share, respectively. Silver lags behind at 7%, while blue is the most popular non-neutral color, accounting for just 6% of total sales. This trend highlights a consistent reluctance among American consumers to embrace bolder, more expressive colors despite automakers offering them.
Global Trends: Consistency with a Hint of Change
The dominance of neutrals isn’t exclusive to the US. Axalta’s global report shows white leading in South America with a 35% share, while gray reigns supreme in Europe at 26%. In Asia, black is the most popular at 26%. However, there are signs of shifting preferences in certain regions:
- Asia saw modest gains in yellow/gold (+6%), green (+3%), and orange/purple (+2%).
- The US also experienced slight increases in red, brown/beige, green, and yellow/gold finishes.
These changes suggest a growing, though still small, appetite for more vibrant colors.
Why Does This Matter?
The enduring popularity of neutral car colors reflects broader consumer behavior. Many buyers prioritize resale value and a “safe” aesthetic over personal expression. White, black, and gray are perceived as timeless and less likely to go out of style. This conservative approach impacts not just the automotive industry but also fashion, home decor, and other consumer goods.
The slight increase in bolder colors in Asia and the US indicates that younger generations or a growing segment of buyers may be seeking more individuality. Automakers are responding by offering more options, but the majority still stick to the tried-and-true neutrals.
“This year’s report reveals how enduring neutrals continue to anchor the global palette, even as interest rises in finishes that bring greater depth, movement, and individuality to vehicle styling,” said Dr. Lei Qiao, Vice President of Technology, Mobility Coatings at Axalta.
This suggests a future where bolder colors may gain ground, but neutrals will likely remain dominant for the foreseeable future.
Ultimately, the data reveals that while automotive color options are expanding, most drivers still prefer a classic, understated look.
