Red continues as most preferred car color of consumers in Mexico, according to Axalta’s 2022 Automotive Color Preferences Survey

• Color overall remains a key factor when purchasing a vehicle for 86% of automotive consumers in Mexico
• Young consumers find sustainability important when buying a car
• Quality of service in body shops and paint shops a key focus

 

MEXICO CITY, June 28, 2022 – Axalta, a leading global supplier of liquid and powder coatings, today released results from its Automotive Color Preferences 2022 Consumer Survey in Mexico. For the fourth consecutive year, red (21%) is the preferred color of participants, followed by black (18%) and white (15%). Red was a favorite for both women and men in Mexico and has been increasingly popular since Axalta’s first survey in 2019.

Color overall continues to be relevant for automotive consumers in the country, as 86% of those surveyed said it is a key factor when purchasing a used or new vehicle. So much that 42% would change manufacturers if they didn’t find the color they are looking for.

“Our survey helps us better understand automotive consumers and their decision making, and potential future trends to develop appropriate technologies that meet industry needs. As leaders and experts focused on providing innovative, colorful, and sustainable solutions, we are proud to have led this survey for the fourth consecutive year,” said Daniel Salcido, president of Axalta Mexico.

The survey also revealed the colors owned by automotive consumers and the relevance of sustainability throughout the manufacturing process:

• 18% of the participants said they had a red car, while white and gray follow closely with 17% each, mainly sedans and compact cars.
• White color is predominant for women, while men own mainly red and gray cars.
• Red stood out by the respondents as an elegant and modern color.
• 74% of the participants, mainly men and women between 25 and 45 years of age, considered that it is very or extremely important that the value chain in the manufacture of their vehicles is committed to sustainability. 

 

“With 150 years of color experience, along with our culture of agility and customer focus, we are uniquely positioned to help our customers navigate the challenges in the industry and support their needs by offering new and valuable information on color trends,” added Hans Paetau, director of Mobility for Axalta Mexico.

The survey provided insight from consumers on their experience in refinish body shops, one of the company's main business focus areas in Mexico.

• 34% of respondents have owned their car for between four and seven years, regardless of whether they bought it new or used, and 42% carried out a repainting job on their car mainly for some type of repair caused by a crash.

• Quality of service (33%) is the most relevant factor that drivers consider when going to a body shop, followed by budget (27 %) and references (16%).
• Cost / quality ratio (69%) is the main factor considered when choosing a paint brand for their car.

 

Axalta is the first coatings company to have an annual survey analyzing automotive consumer color preferences in Mexico.  The survey complements the company’s annual Global Automotive Color Popularity Report, which has been published for nearly 70 years and shows consumer purchasing preferences around the world based on Original Equipment Manufacturer (OEM) sales.

For more information about Axalta’s color, please visit: We Live Color.

Methodology:

1. 1. Implementation: One thousand surveys distributed throughout the most populated cities in the country such as Mexico City, Jalisco, Nuevo León, Puebla and Chihuahua. In a complementary way, a division was made by Nielsen geographic regions: Northwest, West, Center, Pacific and South-Southeast.
   2. Implementation period: March 2022.
   3. Demographic data: Men and women (50%-50%), between the ages of 25-60, car owners.
   4. Format:  On-site and via a digital questionnaire.
   5. Report carried out by the Business & Media Intelligence department of Extrategia, with data from Netquest, leader in Latin America of online panels certified with the ISO 20252 standard.

 

About Axalta Coating Systems

Axalta is a global leader in the coatings industry, providing customers with innovative, colorful, beautiful and sustainable coatings solutions. From light vehicles, commercial vehicles and refinish applications to electric motors, building facades and other industrial applications, our coatings are designed to prevent corrosion, increase productivity, and enhance durability. With more than 150 years of experience in the coatings industry, the global team at Axalta continues to find ways to serve our more than 100,000 customers in over 140 countries better every day with the finest coatings, application systems and technology. For more information visit axalta.mx and follow us @axaltaLATAM on Facebook, Twitter and Linkedin.

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