What is in a colour? When it comes to cars, a customer’s choice of colour matters more than you might think.

According to a survey conducted across the United States (US), China, Germany and Mexico by Axalta, a global company that specialises in coatings and paint systems, 88% of consumers say that colour was a key factor in their decision to buy a car. In fact, many customers say that they would even delay a purchase or go to another manufacturer if their preferred colour was not available.

The paint finish of a car is far more than just cosmetic. Colour choice is linked to a person’s sense of personality, style, and identity. So important is colour within the automotive sector that global surveys track trends and evolving consumer preferences.

In addition to Axalta's annual report, the BASF Colour Report is a yearly analysis of colour trends in the automotive industry conducted by one of the world’s leading suppliers of automotive paints and coatings. This report analyses the colours used on new vehicles produced worldwide.

The report found that in 2024, white remained the most popular car colour at 34%, followed by black at 22%, with grey and silver at 17% and 8%, respectively. In 2025, white dipped slightly while black gained ground. In fact, one in four cars globally is now black.

Locally, black is gaining popularity amongst customers. South Africa’s Jetour T-Series reflects the same trend and bold shift in customer preference.

Since the launch of the Jetour T2 in October last year, black has emerged as the standout choice, followed by Glacier White and both Titan and Lunar Silver. In fact, 28% of T2 sales are in the brand’s distinctive Onyx Black, with the special Dark Knight edition adding another 7%, meaning that more than a third of all T2s on the road are black.

For the Jetour T1, Titan Silver has been the most popular choice, followed by Onyx Black and Glacier White.

Jetour notes that the global rise in the popularity of the colour green is also being mirrored in local sales. Globally, green has become the fastest-growing non-neutral colour, while long favourites blue and red are showing slight declines. In South Africa, 15% of new Jetour T2 purchases are in Aqua Green.

Defined by various local manufacturers as elegant and timeless, black cars are strongly associated with luxury, with 73% of luxury vehicle buyers globally selecting black as their primary colour. Black tends to maintain its appeal longer than trend-driven colors, often sells more easily, and may even retain value better than more unusual shades. From a design point of view, black also works with almost any interior colour and trim.

The more urban styled compact Jetour T1 is available in Onyx Black, Glacier White, Titan Silver, Sand Gold, and Aqua Green

The more rugged and adventure-ready Jetour T2 are all available in Onyx Black, Glacier White, Lunar Silver, Titan Silver, and Aqua Green.