Mexico. Axalta presents, for the fifth consecutive year, the results of its 2023 Automotive Color Preferences Survey in Mexico.
For the past four years, red remained the participants' preferred color. In this new edition, black becomes the preferred color of Mexicans surveyed with a preference of 20%, followed by red (18%) and blue (16%). Red remains the favorite of women, while among men it is black.
In previous years, black had remained in second place in the preference of Mexicans (except in 2020 when it ranked 5th).
Color continues to be of great relevance to automotive consumers in the country, with 87% (one percentage point higher than 2022) of respondents saying it is a key factor when buying a vehicle, whether used or new.
If they don't have the color they're looking for, 42% would switch manufacturers (this figure remains the same as in 2022).
"In addition to staying close to our dealers and customers, it is also very important for us to listen to and understand automotive consumers and their decision-making," said Daniel Salcido, president of Axalta Latin America North and vice president of the Refinish business for Latin America.
"This annual survey allows us to have a better understanding of the market so that, as leaders in color analysis, we can continue to innovate and improve our processes to offer the highest quality products," added Daniel Salcido.
As for the type of car they currently own, the survey revealed that more than half (56%) drive a sedan, followed by compact cars at 21% and SUVs at 19%.
Meanwhile, the color of the car that Mexicans have differs from the one they would like to have, as 19% have a white car, followed closely by the colors red and gray, with 17%.
Among women and men, white and gray colors have the same distribution, while 56% of women have red cars.
In relation to the repainting work carried out this year, the survey provided information on the experience of consumers in the workshops, one of the company's main business areas in Mexico.
Nearly a quarter (24%) of respondents carried out some type of refinish work.
Among the main factors they considered when choosing a workshop were: quality of service (35%), budget (26%) and references (14%).
The main characteristics they considered when choosing a paint brand are cost-benefit ratio (32%), availability of specialized colors (21%), factory matching (20%).
More than half (54%) did it to fix a bump, 17% completely repainted the car, and 14% did it for damage to the car.
Axalta is the first coatings company to have an annual survey that analyzes the color preferences of automotive consumers in Mexico.
The survey complements the company's Global Automotive Color Popularity Report, which has been published for nearly 70 years and shows the purchasing preferences of consumers worldwide based on original equipment manufacturer (OEM) sales.
