Automotive Trends - Chinese Car Buyer’s Color Preferences
Axalta, a leading global supplier of liquid and powder coatings, worked with Craft for the China portion of its global Automotive Color Preferences 2021 Consumer Survey.
The survey results showed that while the a large majority of the Chinese consumer own neutral color (white, black, silver, grey) vehicles, they are in fact have high sensitivity to the vehicle’s color. Nearly all respondents in China indicated color as an ‘important’ factor in the car buying process, and almost 2 out of 3 consumers would change car manufacturer’s if they didn’t find their preferred color. On the same token, almost 40% would spend up to 19,500 RMB to personalize their vehicle’s color.
Source: Axalta, Color Preferences 2021 - China
These are strong indicators that signal Chinese consumers are increasingly sophisticated and are willing to spend the money needed to achieve the color and finishing of their choice albeit their choices are lean towards more conservative colors.
Our team certainly learned a lot about color preferences amongst Chinese consumers and we conducted deep dives into other dimensions such as location, weather, age and gender. We look forward to collaborating again with Axalta in the future and see how these trends change over time.