Key takeaways:

• Nearly 70% of European car purchases are in neutral colours (grey, white, and black).
• Emotionally driven models like the Fiat 500 and Renault 5 show significantly higher uptake of vibrant colours (yellow, red, blue), demonstrating how expressive palettes enable differentiation in positioning.
• Interior material preferences split regionally: Northern Europe (Germany 57%, UK 53%) invests in premium materials, while Southern Europe (Spain 85%, Italy 75%, France 75%) favours cost-effective cloth options.
• French customers break interior colour conventions with nearly 50% selecting alternatives to black.

No one buys a car they don't like. This simple premise transforms colour from aesthetic afterthought into commercial imperative.

For consumers, vehicles often carry emotional value and the decision to purchase can involve entire household preferences. Approximately 60% of a car's visible surface is exterior paint, while interior upholstery accounts for around 25%—tactile elements that directly influence the daily driving experience.

However, the true commercial value of colour and material choices remains largely untapped. Our analysis of actual customer selections reveals significant profit opportunities potentially hiding in plain sight.

Grey reigns supreme but exceptions reveal opportunities

Neutral colours dominate European preferences with remarkable consistency. Across the top five markets, grey, white, and black capture nearly 70% of customer choices. Blue and red trail as distant alternatives, while expressive options like green, yellow, and orange remain firmly niche.

The Renault Clio illustrates this commercial reality perfectly. Marketing campaigns showcase vibrant blue across television and digital channels, yet customers overwhelmingly select traditional tones, driven by practical considerations like residual values.

       Figure 1Renault Clio as advertised on the manufacturer's website.

This apparent disconnect represents strategic advantage rather than misalignment. Bold marketing colours capture attention and establish emotional positioning. Conservative purchase decisions protect investment value. Successful manufacturers leverage both dynamics.

Cars with stronger emotional appeal break these established patterns entirely. The Fiat 500 and new Renault 5 demonstrate clear customer appetite for vibrant tones—yellow, gold, red, and blue—significantly above market averages. When customers prioritise emotional preference over purely rational criteria, expressive palettes enable both differentiation and premium pricing.

While exterior colour drives initial appeal, paint technology offers additional revenue streams. Metallic finishes reveal significant potential, with customer uptake remaining strong despite average €700 premiums, demonstrating high perceived value for enhanced exterior appearance.

Premium materials split along regional lines

Interior preferences create distinct commercial opportunities across European markets. Northern European customers actively invest in premium materials, while Southern European buyers favour cost-effective options.

Germany (57%) and the UK (53%) show a strong preference for premium materials over cloth, with customers spending €500-€1,000+ for leather interiors. This willingness to upgrade creates clear upselling opportunities in these markets.

Spain (85%), Italy (75%), and France (75%) demonstrate opposite behaviour, prioritising cloth upholstery as the accessible entry point. These markets present different opportunities—rather than suggesting they require different strategies, the data indicates that manufacturers should focus on value-oriented approaches that can still drive material upgrades through competitive pricing and compelling mid-tier options.

Among customers upgrading from cloth, 63% select synthetic solutions over genuine leather (37%). This shift reflects widespread sustainability concerns and improved synthetic quality, creating premium pricing opportunities without corresponding cost increases.

French customers also break interior colour conventions. While black dominates across other markets, nearly 50% of French buyers select alternative tones, with grey accounting for 38% of non-black choices. This regional exception suggests untapped positioning opportunities.

Data-driven colour strategies unlock revenue

Leading manufacturers recognise colour as commercial lever rather than aesthetic choice. Different vehicle categories and regional markets demand tailored approaches.

Cars targeting lifestyle buyers benefit from expanded vibrant colour ranges and premium pricing strategies. Mainstream models require focus on high-value neutral finishes and interior upgrade paths. Regional strategies must reflect spending patterns, premium materials in Northern Europe, volume-focused options in Southern markets.

Technology positioning enables additional revenue capture. Metallic finishes and synthetic materials justify price premiums through perceived quality benefits, while sustainability messaging around synthetic leather appeals to environmentally conscious buyers.

Success requires understanding actual purchase behaviour rather than stated preferences. This insight enables manufacturers to optimise product mix and pricing for maximum commercial impact.

How JATO can help optimise your colour strategy

JATO Advisory translates data into market insights starting with your brief. Our consultants work directly with each customer to deliver personalised analysis that targets your specific market challenges and opportunities. Our experts work with your team to deliver data-driven strategies that maximise both brand differentiation and profitability.

Ready to transform colour and material choices into competitive advantage? JATO Advisory delivers customised analysis based on your specific market challenges and opportunities.