Car Colors in America: White, Black, Gray Trends

Car color preferences in the United States have shifted dramatically over the past decade, with white, black, and gray now dominating the market. In 2023, these three achromatic shades accounted for roughly 60% of all new cars sold in the U.S., according to industry paint supplier PPG Industries and automotive data firm Axalta. This article explains why these colors rose to prominence, how they compare on cost and resale value, and what the trend means for buyers.

Formula

The calculator above works out your average pace and speed for a run, walk, or cycle. The formula is simple:

• Pace (min/km) = Finish time (min) ÷ Distance (km)
• Speed (km/h) = Distance (km) ÷ (Finish time (min) ÷ 60)

Where t is the total time in minutes and d is the distance in kilometers. Pace tells you how many minutes each kilometer takes; speed tells you how many kilometers you cover in one hour. The two are reciprocals of each other, so a fast pace (low number) corresponds to a high speed.

Worked Example

Using the default values: t = 50 minutes, d = 10 km.

1. Pace = 50 ÷ 10 = 5.00 min/km
2. Speed = 10 ÷ (50 ÷ 60) = 10 ÷ 0.8333 = 12.00 km/h

So a 10 km run in 50 minutes means you averaged 5 minutes per kilometer, or 12 km/h. The calculator returns the same values.

Why White, Black, and Gray Dominate

The shift toward neutral colors is not random. Automakers push these shades because they are cheap to produce, easy to match across factories, and appeal to the broadest possible buyer pool. White has been the top-selling car color in North America for over a decade, according to Axalta’s annual Global Automotive Paint Color Report. In 2023, white held about 28% of the U.S. market, followed by black at 19% and gray at 13% — together, 60% of new vehicles.

This is a sharp change from the 1990s, when green, red, and blue were common. The 2008 recession accelerated the trend: buyers became more conservative, and automakers reduced color options to cut costs. Today, many models offer only a handful of colors, with the neutrals always included.

Cost Differences: Paint, Maintenance, and Insurance

Color affects cost in three ways:

• Purchase price: Most automakers charge $300–$1,000 extra for premium paints like pearl white or metallic gray. Standard white, black, and gray are usually no-cost options.
• Maintenance: Black shows dust, swirl marks, and scratches more than any other color. White hides dirt well but shows brake dust and rust. Gray is the easiest to keep clean, which is why it is popular among fleet buyers.
• Insurance: Color does not directly affect premiums in most states. Insurers care about the vehicle’s make, model, and safety record, not its paint.

Resale value follows a similar pattern. A 2020 iSeeCars study of 1.6 million used cars found that white, black, and gray vehicles depreciate at nearly the same rate — around 40% after five years. Unusual colors like orange or yellow can lose 5–10% more, but they also sell faster to niche buyers.

Resale Value and Market Demand

Neutral colors hold value because they have the widest buyer pool. When you sell a white sedan, nearly every used-car shopper will consider it. A bright green or purple car, by contrast, appeals to a smaller group, so dealers offer less to avoid holding it in inventory.

However, the advantage is not universal. Luxury and sports cars often see higher resale for bold colors — a red Ferrari or a blue Porsche retains more value than a black one, because buyers in that segment want personality. For mainstream sedans, SUVs, and trucks, white, black, and gray are the safest bets.

How to Choose a Color That Fits Your Needs

If you are buying a new car, think about climate, lifestyle, and how long you plan to keep it.

• Hot climates: White reflects sunlight and keeps the cabin cooler. A 2011 study by the Berkeley Lab found that white cars stay about 5–6°C (9–11°F) cooler inside than black cars in direct sun.
• Cold climates: Black absorbs heat, so it can help snow melt off the roof, but the effect is minor. The bigger issue is visibility: white cars are harder to see in snowstorms, while black cars are harder to see at night.
• Dusty or dirty areas: Gray and silver hide dust, pollen, and light mud better than any other color. White shows dirt, and black shows everything.
• Long-term ownership: If you plan to keep the car 10+ years, any neutral color is fine. If you plan to sell in 3–5 years, stick to white, black, or gray for maximum resale.

Common Misconceptions About Car Colors

Several myths persist about car colors. One is that black cars get pulled over more often. There is no reliable national data proving this; police stop vehicles based on behavior, not color. Another myth is that white cars are always cheaper to insure — again, not true. A third is that red cars cost more to insure; this was a rumor from the 1980s that insurers have repeatedly debunked.

One misconception that is partly true: white cars are safer at night. A 2018 study in the journal Safety found that white vehicles had a 10% lower crash risk in daylight, but the effect disappeared at night because headlights make all colors equally visible. The real safety factor is having daytime running lights, not paint color.

Alternatives to the Big Three

If you want something different but still practical, consider these options:

• Silver: Similar to gray but with a metallic finish that hides swirl marks well. It is the fourth most popular color in the U.S. at about 9%.
• Blue: The most popular non-neutral color, holding about 10% of the market. Dark blues like navy hold resale value almost as well as black.
• Red: About 8% of new cars. Bright reds fade faster in sun, but dark reds (maroon) age well.
• White pearl: A premium white with a shimmering finish. It costs extra but resists yellowing better than plain white.
• Matte finishes: Trendy but impractical — they require special washing and cannot be machine-polished without damaging the clear coat.

Frequently Asked Questions

Why is white the most popular car color in America?

White has been the top color since 2011 because it is a no-cost option on most models, hides minor scratches well, and appeals to both private buyers and fleet operators (rental companies, government agencies). It also reflects heat, which is a selling point in southern states.

Does car color affect resale value?

Yes, but only at the extremes. White, black, gray, and silver depreciate at nearly the same rate. Bright colors like orange, yellow, or purple can lose 5–10% more over five years. The exception is sports cars and luxury vehicles, where bold colors often retain value better because they attract enthusiasts.

Are black cars harder to keep clean?

Yes. Black shows dust, pollen, water spots, and swirl marks from washing more than any other color. If you park outside or live in a dusty area, black will require frequent washing to look good. Gray and silver are the most forgiving.

Is it true that red cars cost more to insure?

No. Insurance companies do not use color as a rating factor. They look at the vehicle’s make, model, engine size, safety features, and your driving record. A red sedan costs the same to insure as a white one of the same model.

What is the best color for hot climates?

White or light silver. They reflect more solar radiation, keeping the interior cooler by several degrees. Black and dark gray absorb heat, which can make the cabin uncomfortably hot and increase the load on your air conditioning.

Are car color trends changing back to bright colors?

Slowly. In 2023, blue and red each gained about 1% of market share, while white lost 2%. But analysts expect neutrals to remain dominant for the next decade because they are cheaper to produce and have the widest resale appeal. Electric vehicle makers like Tesla offer only a few colors, which reinforces the trend.

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in t | Finish time | min | 50 | 0
in d | Distance | km | 10 | 0 | 100000
out pace | Average pace | min/km | t / d | 2
out speed | Average speed | km/h | d / (t / 60) | 2