The end of safe, neutral colours for cars?

Quick look

• The era of ‘safe, neutral colours is ending as more vibrant colours return to help brands stand out in a crowded market.

• With the era of electric cars dawning, the focus is shifting from engine specs to the emotional power of colour and material.

For years, the global automotive landscape has been defined by a sea of ‘non-colours’. From the silver obsession of the early 2000s to the recent dominance of white, grey and black, carparks have largely looked like grayscale photographs.

However, a shift is occurring. According to Mark Gutjahr, Head of Automotive Colour Design at BASF, we are entering a period where colour and design are reclaiming their role as the primary drivers of brand identity.

From ‘non-colours’ to ’emotional appeal’
The dominance of neutral colours is not a new phenomenon, but the specific leader changes from time to time. While silver was once the most popular choice, the market has shifted toward deeper, more technical tones. “Today, black, white and grey dominate worldwide,” Gutjahr noted, “with black currently experiencing the strongest growth.”

Despite this monochromatic baseline, automakers are beginning to realize that ‘safe’ colours aren’t enough to stand out in an increasingly crowded market. Gutjahr explains that ‘differentiation and emotional appeal are becoming more important in such a competitive environment’, leading many brands to embrace more vibrant palettes once again.

Creating a colour
Developing a new colour for cars is not as simple as picking a sample from a catalogue. It is a multi-year process that requires a bridge between artistic vision and industrial reality. Gutjahr described his team’s role as a ‘mediating’ one, balancing the creative desires of car designers with the rigid requirements of mass production.

“On the one hand, there are designers at car companies who have very specific ideas about what colours should look like,” he said. “On the other hand, our colour laboratories and technology departments have to assess whether these ideas can be implemented in volume production.”

This process involves everything from digital simulations to ‘styling laboratories’, where initial samples are painted on metal sheets. Every decision, from the exact pigmentation to the number of layers, has massive implications. “Every decision impacts costs, processes and scalability,” emphasised Gutjahr.

Predicting the future
One of the most difficult aspects of automotive design is the time lag between development and delivery. It may have shortened over the years but there is still a lag. A colour being formulated today might not be seen by consumers for several years. This means Gutjahr and his team must look beyond the automotive world of the present to analyze social developments and usage behaviour.

By studying how people interact with materials and how mobility itself is evolving, designers can create ‘sustainable’ colours that stand the test of time rather than chasing fleeting fads. “Car colours are developed years in advance,” he revealed. “A colour whose development starts today will often only appear on the roads in 3 or 4 years, and will then remain in the range for a long time.”

The electric age
There is a common misconception that as cars become more automated and electric, design might take a backseat to technology. Gutjahr argues the exact opposite is true. As engines become more standardized and ‘streamlined’, the physical and visual experience of the vehicle becomes the primary way a brand distinguishes itself.

“As technology becomes more streamlined, design, materiality and user experience are taking centre stage,” Gutjahr asserted. “Colours, surfaces and interfaces are key distinguishing features.”

In the era of electric mobility, the car is no longer just a machine for transport; it is a mobile living space where design is one of the most important tools for creating brand identity and improving functionality. As the world transitions to EVs, the colours we choose for our vehicles will be the first — and perhaps most important — signal of that new identity.

Form, function and the future of Bugatti design